MyFitnessPal // Google Play Store Optimization

My first project at MyFitnessPal was to help the company increase conversion rates (daily installs per user) on Android with the use of A/B testing in the Google Play Store. The A/B testing tool within the Store generates a percent range for the conversion change to 90% confidence.

Overview:
For this project, I worked in tight collaboration with a UX researcher around strategizing, scoping, copywriting, and executing multiple A/B tests focused on app screenshots. Showcasing the original screenshots against MyFitnessPal's new control screenshots, the addition of a mobile device with descriptive caption has resulted in a 1–12% increase in conversion rate. These learnings were then applied to MyFitnessPal's App Store screenshots for iOS.  
 
**Note: We decided to showcase five screenshots instead of the original six because not only did five perform better, but this allows for consistency with the App Store, which only allows five screenshots at most to be uploaded/showcased.
MyFitnessPal's original screenshots. 
Updated, tested screenshots, that have resulted in a 1–12% increase in conversion rate. 
Updated MyFitnessPal App Store screenshots, which are based on Google Play Store learnings.  

More Projects

Helpshift // Brand Guidelines
Helpshift // Pitch Deck
By the Pound
The New Franklin Avenue
VentureBeat // CMO Council Promo Video
Metropolitan Waterfront Alliance
Back to Top