Art Definition: The Queen's Gambit of CRO
summary
Lab Cave runs iterative ASO/CRO using Google Play experiments and A/B tests (SplitMetrics for iOS), formulates hypotheses from competitor research and reviews, then measures CTI/CR changes. For a helicopter rescue game the icon and screenshots testing deliver specific lifts: +7% clicks from a soldier-in-helmet icon, screenshots up to +29% CR in the US and overall rollout drives +800% global installs and +500% US installs over months. Country-by-country art variants and monthly test cycles prove which creative actually works.
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chapters (7)
- 0:00Introduction
- 1:17Why CRO matters
- 6:37Queen’s Gambit in CRO
- 9:45Bigtooth Games case
- 14:36Optimizing screenshots
- 21:00Cultural differences in A/B
- 23:49Results & Q&A
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