Through a three month testing period we were able to increase conversion on the Google Play Store by about 6%.
OkCupid is a Dating App that prides itself on being open to everyone. They’re the first app to introduce multiple genders. They offer users various ways to show who they are and what they like and dislike to other users. “Connect on what matters” is their slogan
May – September 2019
After completing our first successful optimization with OkCupid it was time to begin thinking about our next steps and how we could iteratively improve on the work we made leveraging Google's A/B testing platform to make data driven changes that would lead to higher conversion.
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A comprehensive iterative testing strategy was created after we did a market research analysis of other top dating apps in the App Stores. Using the market research analysis we were able to create 5 solid areas of testing we felt could positively impact conversion on the App Store.
A dating app that's centered around the Female making the first move. Besides dating they offer various services to their users.
match.com is one of the longest running dating platforms. They've successfully transitioned their business into the app store.
The app that's "Designed to be delated." This identified app shares a lot of similarities to OkCupid in terms of ideals.
Before each round we had to propose a design to OkCupid. From there we waited for approval from their creative team. Once we got approval we put up the creatives for A/B testing in the Google Play Console. Each round of testing lasted around a week because OkCupid gets a substantial amount of traffic. With each successful round of testing, we were tasked with implementing the design to the iOS App Store Screenshots as well.
Although every test did not yield positive results. We were able to get some wins, and with the negative test results we were able to learn about what potential users respond well to. Which will ultimately help us later when we optimize the app again. A quick note about round 3, the client chose to go live with without testing because they felt it was a step in the right direction regardless of the data.
