How to capitalize on major events to boost installs | Super Bowl 52

If you’ve been a reader for a while you know that the key to a successful acquisition strategy is continually optimizing your product page. If you’re new to our blog, welcome! Get ready for some exciting insights and tips and tricks on how to make the most out of your App Store Optimization strategy. One way to constantly improve your product page is to capitalize on major events to boost installs.

In this example, we will look at how one of our Sports category clients won big by including Super Bowl 52 elements in their graphics!

Planning & Creative

The first step is planning. A good plan will inform you and your team what to include in your variant designs. For example, if you are a dating app and you are looking forward to capitalizing on Valentine’s Day, think about your demographics. Should your Valentine’s messaging push a flirty aesthetic, or are your users looking for long-lasting true love? Use these insights to create variant designs.

In our test instance, we created 4 icon variants to appeal to the Super Bowl crowd for our client’s NFL-related app. We varied the designs by using a control group (no reference to the Super Bowl), two icons that included footballs or a stadium in some manner and a final variant that prominently focused on the two teams that were playing in the Super Bowl, the Patriots and the Eagles.

Testing, 1, 2, 3

We ran this test in the days leading up to the Super Bowl. This is known as Split Testing or A/B testing.

In ASO, A/B Testing (also known as split testing) is the process of selecting an app store variable and testing different versions of that singular variable to see which rendition converts the highest number of users. With our clients, a well constructed A/B test has proven to increase conversions by 30%! 😯 Imagine if you were able to convert 30% more of the users that view your app’s page!

To learn more about how to set up your first A/B test, read our past article here.


Can you guess which one performed the best? The Super Bowl Team specific variant won out! Check out the results from the test below:

How to capitalize on major events to boost installs | Super Bowl 52 | The ASO Project Blog | App Store Optimization


Wow! What a great example of how to use major events to boost installs!

There are many major events that happen around the world that you can capitalize on in a similar manner: sporting events, elections, festivals, cultural celebrations, subculture events, etc.

Perhaps you serve a super niche market and a major event to your demo might not even be something that another category would deem “big”. Don’t underestimate the power of split testing your graphics to visually connect with people getting psyched up for a big event!

Ready to get testing for your app’s upcoming major events to boost installs? Get in touch with our team of optimization pros today for a free discovery call.


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