As a Creative Lead I proposed a strategy of running an A/B test and set out to analyze how different App Store designs would impact the conversion rate. For instance: How will consumers react to different selling points such as product focused versus lifestyle & branding-focused creative? Will users immediately install, versus immediately bounce, versus explore the landing page further?

In the end, the ModCloth team saw impressive results, with a 141% increase in app downloads. Furthermore, they were able to understand their customers’ app store behavior in a way they didn’t have transparency into previously. With this foundation of knowledge, ModCloth is able to continue optimizing their App Store experience to get even better results into the future.