Case Study: FiftyThree achieves 33% more installs with SplitMetrics Optimize

How Paper App Got 33% More Installs A/B Testing Screenshots for App Store

FiftyThree, the company behind the Paper and Paste productivity apps, wanted to improve the App Store performance of its Paper listing for the Chinese market. Working with SplitMetrics and its Optimize product, the team looked to test localized screenshots, improve tap-to-install rates, and learn how users interacted with the app page.

SplitMetrics helped FiftyThree run A/B tests on screenshot order, background style, and localization, comparing multicolored versus monochrome designs and English versus Chinese text. The winning localized, multicolored screenshots increased conversions by 33%, and one screenshot order variation drove 17% more installs after scrolling, giving FiftyThree clear direction for further App Store optimization.

FiftyThree

Andrew Allen

Co-founder & Head of Design