Case Study: Prequel achieves 75% improvement with SplitMetrics Optimize

How to get 75% improvement with A/B testing of video

Prequel, a world-famous photo and video editing app, needed a better way to test app store concepts as it grew its user base and began running mobile A/B experiments. The team wanted to validate different hypotheses around product page design, but found it difficult to test and analyze results without additional tools. SplitMetrics Optimize was used to help Prequel assess how changes to its App Store and Google Play listings affected conversion.

Using SplitMetrics, Prequel tested visual assets such as screenshots, video previews, and the video cover frame to understand what drove user engagement and installs. The team confirmed that video was essential to product page performance and later improved the freeze frame by adding a caption explaining the app, resulting in an around 75% improvement. SplitMetrics also gave Prequel deeper analytics to balance product and marketing decisions and refine its app listing with less risk to conversion rates.

Prequel

Stas Levshin

Growth Product Manager