Case Study: Mallzee achieves 10% conversion lift with SplitMetrics

Mallzee boosts conversion by 10% with SplitMetrics

Mallzee, a UK-based non-retailer shopping app, sought to refine its marketing strategy by focusing on improving conversion rates through app store optimization. Their challenge was that many of their initial A/B test hypotheses, particularly for icon and title changes, were underperforming or showing no difference, risking valuable conversions if implemented live without testing. They partnered with vendor SplitMetrics and used its platform for mobile A/B testing.

SplitMetrics provided a platform that allowed Mallzee to quickly build and iterate on tests for various store elements, including icons and titles. This process enabled them to identify which changes would negatively impact conversion before going live, ultimately saving potential lost downloads. Through iterative testing, Mallzee found a winning icon variation that improved their conversion rate by 10%. The vendor SplitMetrics was instrumental in teaching Mallzee the importance of data-driven testing over assumptions.

Mallzee