Case Study: Darby Smart achieves 10% conversion lift with SplitMetrics A/B testing

Updated Easy to Understand Mobile App Icon Brings 10% Conversion

Darby Smart worked with SplitMetrics to improve the performance of its “How To Videos” mobile app. The team felt the original app icon was misleading and wanted to see whether a clearer, more effective design could stand out better in the App Store lifestyle category.

Using SplitMetrics Optimize, Darby Smart ran A/B tests on several app icon concepts, including simpler, branded, and photo-based options. The winning icon was the clearest and most accurate representation of the app, delivering 73.7% more clicks on the Get button and helping drive a 10% conversion lift overall.

Darby Smart