Increasing Dailyhunt's Playstore Downloads
Revamping the Play Store listing for Dailyhunt with an eye-catching design to attract more users and optimize acquisition strategies. This facelift led to a 7% increase in downloads and a 12.5% decrease in CAC, ensuring a smarter and more cost-effective approach to boost downloads.
Revamping the Play Store listing for Dailyhunt with an eye-catching design to attract more users and optimize acquisition strategies. This facelift led to a 7% increase in downloads and a 12.5% decrease in acquisition costs, ensuring a smarter and more cost-effective approach to boost downloads.
Revamping the Play Store listing for Dailyhunt with an eye-catching design to attract more users and optimize acquisition strategies. This facelift led to a 7% increase in downloads and a 12.5% decrease in acquisition costs, ensuring a smarter and more cost-effective approach to boost downloads.
Client:
Dailyhunt
Role:
Assistant Product Designer
Year:
2022
The tldr;
Dailyhunt: news and content aggregator platform with 300+ million users in India.
It revamped its UI, outdating existing Play Store screenshots.
Misalignment with guidelines caused an urgent need for an updated Play Store listing.
The company's CAC had increased, necessitating new Play Store listings to boost app downloads and reduce CAC.
Objective
Increase download rate and reduce acquisition cost.
My role & team
The entire project was led by me under the guidance of Sreekanth ( Design Lead ) and Prajwal ( Associate Director - Product ) where I did the following:
Research
UI Design
Testing
Prototyping
Cross Collaboration
Presenting to stakeholders
The challenges
Previous attempts to revamp the Play Store listings couldn't beat the current designs' x% conversion rate.
The new screenshot designs should showcase the updated features and the new app UI while following the Google and Apple store guidelines.
The redesign should maintain the current download rate (x%) to avoid significant losses in acquisition costs.
The redesign should maintain the current download rate (x%) to avoid significant losses in acquisition costs.
Old designs
Problems with old design
New designs
Results
The final designs resulted in a 7% higher conversion rate and a 12.5 % reduction in
acquisition cost.
The final designs resulted in a 7% higher conversion rate and a 12.5 % reduction in acquisition cost.
The final designs resulted in a 7% higher conversion rate and a 12.5 % reduction in acquisition cost.
The final designs resulted in a 7% higher conversion rate and a 12.5 % reduction in
acquisition cost.
The Process
The Process
The Process
Understanding the user
What makes them click?
What makes them click?
What makes them click?
What makes them click?
Essentially two factors:
Need
Curiosity
That’s how we can broadly classify our users into two categories
Essentially two factors:
Need
Curiosity
That’s how we can broadly classify our users into two categories
Essentially two factors:
Need
Curiosity
That’s how we can broadly classify our users into two categories
Essentially two factors:
Need
Curiosity
That’s how we can broadly classify our users into two categories
The Organic User
Driven by intent.
Intent is derived from a specific need.
Lands on to the playstore screen on its own.
The user will download the app if their expectations/ needs are reflected on the playstore screenshots.
The Organic User
Driven by intent.
Intent is derived from a specific need.
Lands on to the playstore screen on its own.
The user will download the app if their expectations/ needs are reflected on the playstore screenshots.
The Organic User
Driven by intent.
Intent is derived from a specific need.
Lands on to the playstore screen on its own.
The user will download the app if their expectations/ needs are reflected on the playstore screenshots.
The Organic User
Driven by intent.
Intent is derived from a specific need.
Lands on to the playstore screen on its own.
The user will download the app if their expectations/ needs are reflected on the playstore screenshots.
The Inorganic User
Driven by curiosity.
Curiosity can turn into intent.
Brought to the playstore screen through various ads and marketing campaigns.
Their curiosity is driven by "visual appeal bias" and "social proof bias". If the screenshots pique their interest, they'll download the app.
The Inorganic User
Driven by curiosity.
Curiosity can turn into intent.
Brought to the playstore screen through various ads and marketing campaigns.
Their curiosity is driven by "visual appeal bias" and "social proof bias". If the screenshots pique their interest, they'll download the app.
The Inorganic User
Driven by curiosity.
Curiosity can turn into intent.
Brought to the playstore screen through various ads and marketing campaigns.
Their curiosity is driven by "visual appeal bias" and "social proof bias". If the screenshots pique their interest, they'll download the app.
The Inorganic User
Driven by curiosity.
Curiosity can turn into intent.
Brought to the playstore screen through various ads and marketing campaigns.
Their curiosity is driven by "visual appeal bias" and "social proof bias". If the screenshots pique their interest, they'll download the app.
To maximize screenshot potential, we explored:
Google Play Store and Apple's App Store guidelines
Best practices of competitors and top-rated apps
Insights from competitors and top-rated apps
To maximize screenshot potential, we explored:
Google Play Store and Apple's App Store guidelines
Best practices of competitors and top-rated apps
Insights from competitors and top-rated apps
To maximize screenshot potential, we explored:
Google Play Store and Apple's App Store guidelines
Best practices of competitors and top-rated apps
Insights from competitors and top-rated apps
To maximize screenshot potential, we explored:
Google Play Store and Apple's App Store guidelines
Best practices of competitors and top-rated apps
Insights from competitors and top-rated apps
Competitor research
Over 40 competitor and top-rated apps were analyzed, along with secondary research on the best and most common practices for Play Store screenshots. These were the insights we got:
Over 40 competitor and top-rated apps were analyzed, along with secondary research on the best and most common practices for Play Store screenshots. These were the insights we got:
Over 40 competitor and top-rated apps were analyzed, along with secondary research on the best and most common practices for Play Store screenshots. These were the insights we got:
Over 40 competitor and top-rated apps were analyzed, along with secondary research on the best and most common practices for Play Store screenshots. These were the insights we got:
Visitors spend an average of 7 secs on the store listing page to decide whether they want to download the app.
Around 50% of users make their decisions based on first impressions.
60% of visitors don’t scroll beyond the fold of each product page.
Less than 10% of the users enlarge a screenshot.
Screenshots can be uploaded in 3 different dimensions
Visitors spend an average of 7 secs on the store listing page to decide whether they want to download the app.
Around 50% of users make their decisions based on first impressions.
60% of visitors don’t scroll beyond the fold of each product page.
Less than 10% of the users enlarge a screenshot.
Screenshots can be uploaded in 3 different dimensions
Visitors spend an average of 7 secs on the store listing page to decide whether they want to download the app.
Around 50% of users make their decisions based on first impressions.
60% of visitors don’t scroll beyond the fold of each product page.
Less than 10% of the users enlarge a screenshot.
Screenshots can be uploaded in 3 different dimensions
Visitors spend an average of 7 secs on the store listing page to decide whether they want to download the app.
Around 50% of users make their decisions based on first impressions.
60% of visitors don’t scroll beyond the fold of each product page.
Less than 10% of the users enlarge a screenshot.
Screenshots can be uploaded in 3 different dimensions
Most apps use portrait screenshots for the initial view and landscape orientation for promotional videos.
To ensure readability in minimized views, keep font size and text length appropriate.
Most apps use portrait screenshots for the initial view and landscape orientation for promotional videos.
To ensure readability in minimized views, keep font size and text length appropriate.
Most apps use portrait screenshots for the initial view and landscape orientation for promotional videos.
To ensure readability in minimized views, keep font size and text length appropriate.
Most apps use portrait screenshots for the initial view and landscape orientation for promotional videos.
To ensure readability in minimized views, keep font size and text length appropriate.
Best practices for screenshots
Try to build a story with your screenshots.
First 2 screenshots should tell about the USP of your app.
Use max no. of screenshots to tell more about your app.
Increase font size and cut down on text.
Highlighting UI elements that represents text captions.
Problems with old design
Old design
Poor visual appeal
The first two screens are landscape, taking up most of the first fold's real estate.
Inconsistent design
Outdated representation of certain features and UI
Unclear story narrative
Previous redesigns never surpassed x% download rate. This set achieved our highest download rate. To mitigate acquisition cost risks we used the Iterative Delta approach.
From all the insights and best practices we’ve gathered from the research it becomes evident that the old screenshot designs fall short in many areas, such as:
Poor visual appeal
The first two screens are landscape, taking up most of the first fold's real estate.
Inconsistent design
Outdated representation of certain features and UI
Unclear story narrative
Previous redesigns never surpassed x% download rate. This set achieved our highest download rate. To mitigate acquisition cost risks we used the Iterative Delta approach.
From all the insights and best practices we’ve gathered from the research it becomes evident that the old screenshot designs fall short in many areas, such as:
Poor visual appeal
The first two screens are landscape, taking up most of the first fold's real estate.
Inconsistent design
Outdated representation of certain features and UI
Unclear story narrative
Previous redesigns never surpassed x% download rate. This set achieved our highest download rate. To mitigate acquisition cost risks we used the Iterative Delta approach.
From all the insights and best practices we’ve gathered from the research it becomes evident that the old screenshot designs fall short in many areas, such as:
Poor visual appeal
The first two screens are landscape, taking up most of the first fold's real estate.
Inconsistent design
Outdated representation of certain features and UI
Unclear story narrative
Previous redesigns never surpassed x% download rate. This set achieved our highest download rate. To mitigate acquisition cost risks we used the Iterative Delta approach.
Iterative delta approach
Carry out redesign in stages.
Align existing designs as per Play Store and App Store guidelines.
Redesign new screens without major changes.
Do minor changes in copywriting and element orientation for first 2 screens.
Keep a consistent theme for all screens.
Reduce the copy for individual screens.
Replace screens showcasing obsolete features with the new ones
Perform A/B testing against the old screens.
Repeat the process for next iteration.
Screens after 1st iteration
Experimentation
A 2-week Google Play Store experiment showed new screens outperformed existing ones, increasing conversion rates from x% to x+2%. This success validated the designs and set a new benchmark. The next phase includes further iterations and changes.
A 2-week Google Play Store experiment showed new screens outperformed existing ones, increasing conversion rates from x% to x+2%. This success validated the designs and set a new benchmark. The next phase includes further iterations and changes.
A 2-week Google Play Store experiment showed new screens outperformed existing ones, increasing conversion rates from x% to x+2%. This success validated the designs and set a new benchmark. The next phase includes further iterations and changes.
A 2-week Google Play Store experiment showed new screens outperformed existing ones, increasing conversion rates from x% to x+2%. This success validated the designs and set a new benchmark. The next phase includes further iterations and changes.
Incorporate the colors of the Dailyhunt logo and make the screens more vibrant.
Replacing the first screen with a new screen that promoted Xpresso ( a new feature that we were trying to push in the market )
Keep a consistent theme across screens.
Collaborate with content and acquisition team to choose the right copy for each screens.
Incorporate the colors of the Dailyhunt logo and make the screens more vibrant.
Replacing the first screen with a new screen that promoted Xpresso ( a new feature that we were trying to push in the market )
Keep a consistent theme across screens.
Collaborate with content and acquisition team to choose the right copy for each screens.
Incorporate the colors of the Dailyhunt logo and make the screens more vibrant.
Replacing the first screen with a new screen that promoted Xpresso ( a new feature that we were trying to push in the market )
Keep a consistent theme across screens.
Collaborate with content and acquisition team to choose the right copy for each screens.
Incorporate the colors of the Dailyhunt logo and make the screens more vibrant.
Replacing the first screen with a new screen that promoted Xpresso ( a new feature that we were trying to push in the market )
Keep a consistent theme across screens.
Collaborate with content and acquisition team to choose the right copy for each screens.
After considering these points the final version of the screenshots was crafted. Link here
After considering these points the final version of the screenshots was crafted. Link here
After considering these points the final version of the screenshots was crafted. Link here
After considering these points the final version of the screenshots was crafted. Link here
Key learnings.
As I delved deeper, the project proved challenging despite its seeming simplicity.
For projects with financial risks, use a progressive iterative approach instead of making drastic changes.
Ensuring accurate screen dimensions, while being cautious of Google and Apple's technical guidelines.
Ensure the app's news content is appropriate for all users to avoid deterring downloads with controversial topics or disliked figures.
Choosing the right value proposition to be displayed on the screens
Copywriting should be simple enough to cater to a diverse audience.
Ensuring that the users can easily understand the value prop without enlarging the screen
As I delved deeper, the project proved challenging despite its seeming simplicity.
For projects with financial risks, use a progressive iterative approach instead of making drastic changes.
Ensuring accurate screen dimensions, while being cautious of Google and Apple's technical guidelines.
Ensure the app's news content is appropriate for all users to avoid deterring downloads with controversial topics or disliked figures.
Choosing the right value proposition to be displayed on the screens
Copywriting should be simple enough to cater to a diverse audience.
Ensuring that the users can easily understand the value prop without enlarging the screen
As I delved deeper, the project proved challenging despite its seeming simplicity.
For projects with financial risks, use a progressive iterative approach instead of making drastic changes.
Ensuring accurate screen dimensions, while being cautious of Google and Apple's technical guidelines.
Ensure the app's news content is appropriate for all users to avoid deterring downloads with controversial topics or disliked figures.
Choosing the right value proposition to be displayed on the screens
Copywriting should be simple enough to cater to a diverse audience.
Ensuring that the users can easily understand the value prop without enlarging the screen
As I delved deeper, the project proved challenging despite its seeming simplicity.
For projects with financial risks, use a progressive iterative approach instead of making drastic changes.
Ensuring accurate screen dimensions, while being cautious of Google and Apple's technical guidelines.
Ensure the app's news content is appropriate for all users to avoid deterring downloads with controversial topics or disliked figures.
Choosing the right value proposition to be displayed on the screens
Copywriting should be simple enough to cater to a diverse audience.
Ensuring that the users can easily understand the value prop without enlarging the screen