ASO Case Study: How LeoVegas Reduced Acquisition Costs and Increased ROAS with Testing

ASO Case Study: How LeoVegas Reduced Acquisition Costs and Increased ROAS with Testing

After launching its first web site again in 2012, ASO World has remodeled into certainly one of Europe’s main cell gaming corporations, positioned as a frontrunner in cell on line casino gaming.

We’re all happy to assume that in order to grow a successful mobile game (or app) you need:

This publicly-traded digital leisure firm, primarily based in Stockholm, Sweden, now employs over 900 individuals worldwide and is extremely acknowledged for its revolutionary considering, which led to quite a few awards – the newest by IGA (worldwide gaming awards) for “On-line Gaming Operator of the yr” at 2020.

The problem: The way to scale back buyer acquisition prices

LeoVegas sees a variety of natural visitors in Sweden (about 50% of all visitors) and experiences exceptionally excessive CPIs (value per set up) attributable to being a real-money gaming app (wherein customers are likely to have a really excessive lifetime worth) with its major market in Sweden (a excessive CPI area in comparison with the remainder of the world). This combine resulted in excessive visitors acquisition prices.

Sophie Le Roy, LeoVegas’ Cell Progress Lead, was seeking to lower CPIs by growing CVR  (conversion charges) on their app retailer web page however wanted knowledge to assist perceive what to make use of within the dwell retailer as a way to obtain the very best conversion price raise. All wanted to be executed in a well timed method.

The technique: ASOWorld’s Methodology

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Creating an excellent take a look at thought

We began our course of along with thorough market analysis utilizing our knowledge and expertise gathered from years of working with main on line casino manufacturers worldwide.

The analysis included:

  • Figuring out business advertising and marketing tendencies
  • Look into opponents and analyzing their ASO methods
  • Exploring  native messaging types of comparable video games within the App Retailer and discovering the frequent thread, and the way to differentiate and stand out among the many relaxation

Ultimately, ASOWorld and the LeoVegas crew developed a number of hypotheses:

  • Speculation 1 – Sport Selection – Showcase the number of video games within the first screenshot and provides prominence to the preferred video games in Sweden. Not concerning the variety of video games however the totally different choice sorts e.g. slots, roulette, blackjack, baccarat. This may take a look at the person’s curiosity within the merchandise provided by LeoVegas On line casino.

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  • Speculation 2 – Cash Variation – Concentrate on what could be received and the prizes reasonably than a welcome bonus. This speculation will take a look at how customers reply to creatives that guarantee them of big winnings and jackpots
  • Speculation 3 – Swedish Localization – Carry ahead the Swedish-speaking. Incorporate native photos or flags. This speculation will take a look at the customers curiosity in a Swedish particular app that’s designed for his or her language and market

Following the hypotheses growth, LeoVegas design crew translated them into compelling app retailer creatives. The main target lied with the primary two screenshots as 100% of customers get uncovered to the primary impression (the above the fold space) versus the latter screenshots which get very low view-rates.

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Utilizing StoreIQ to cut back testing prices

With ASOWorld’s StoreIQ, which is ASOWorld’s proprietary testing algorithm, LeoVegas was capable of precisely decide the successful likelihood that every take a look at variation had primarily based on our subtle Bayesian statistical mannequin. Utilizing StoreIQ meant LeoVegas was capable of detect the underperforming variations and shutting them mechanically – leading to quicker take a look at outcomes and substantial visitors value discount.

The outcomes: Document-high wins

Customers reacted nicely to creatives exhibiting “Large Win” messaging leading to CVR uplift of 9% and eight.2% towards the management.

The largest take away from this take a look at was that showcasing customers’ record-high wins within the LeoVegas product web page could be very efficient. The take a look at confirmed that this messaging was capable of persuade considerably extra customers than a message that targeted on the kind of on line casino video games provided inside the sport.

It additionally confirmed us that the thrill and the joys of the potential to win, as illustrated by the life-style imagery and other people grabbing for the cash, triggered optimistic feelings and resonated with customers.

Making use of these insights, LeoVegas elevated conversion charges by 9%.

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The conclusion: Pushing the boundaries

By utilizing ASOWorld inventive testing, LeoVegas’ development and UA groups had been capable of push the boundaries for app retailer messaging and take a look at ideas they wouldn’t have earlier than. By utilizing app retailer testing, they found what creatives will result in a better CVR.

The outcomes from this take a look at yielded two equally good choices, which is as a rule a blessing in disguise. Having two choices that carried out higher than the management, gave LeoVegas confidence and freedom to decide on which one to implement within the retailer. On this case, it’s as much as the builders’ discretion to contemplate the market and model, as a way to make the most effective resolution for the corporate.

LeoVegas’ advertising and marketing crew is now capable of take extra dangers and take a look at new concepts whereas catering to model choices with confidence.

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