# Turning Your Product Page Audit into Robust Experimentation

- Link: https://phiture.com/asostack/turning-your-product-page-audit-into-robust-experimentation/
- Published: 2022-06-23T09:48:16+01:00
- Author: Mateusz Wrzeszcz

**This guest post is the final part of a three-part series, tackling the heuristics
of conversion, and was written by Phiture alumni Mateusz Wrzeszcz, a specialist 
in Global App Store Optimization and CRO @ Klarna. We encourage you to read the 
first two articles in this series, [Supercharge your App Store Optimization with our Product Page Analysis Cheat Sheet](https://phiture.com/asostack/supercharge-your-app-store-optimization-with-our-product-page-analysis-cheat-sheet/),
and [Ironclad Questions to Help Structure Your Product Page Optimization](https://phiture.com/asostack/ironclad-questions-to-structure-your-ppo/),
for a deeper understanding of the theory that underpins this methodology.**

On the surface, an app store product page can appear to be a relatively simple landscape.
Yet, once you start to drill down and ask the right questions, it becomes pretty
clear that packed inside that tiny space are countless variables that can influence
your app’s conversion rate (CVR).  Therefore, it is not enough to simply ask the
right questions; you also have to understand how to interpret the answers and translate
those results into a prioritized testing strategy to give you those insights that
can lead to real CVR gains.

That is why, in designing our [Product Page Analysis Cheat Sheet](https://phiture.com/product-page-analysis-cheat-sheet/),
we didn’t just stop with a rock-solid list of questions to help analyze your app
store product page.  We have also included a “Results Page” with a handy radar chart
to help you clearly visualize the aspects of your product page that are hitting 
the mark and where it could use a little work.  Additionally, there is a third page
of experiments and recommendations covering every facet in our list of questions.
So, no matter what your page’s strengths and weaknesses may be, you will never be
left wondering where to begin in your testing and experimentation.

 

## **Understanding the Results**

Once you have run your product page through rigorous examination, it is time to 
review and interpret the findings automatically populated and quantified on the 
second page of our Analysis Spreadsheet.  Like the list of questions that make up
the first page of the Analysis Cheat Sheet, we’ve broken the results page down into
the four sections modeled after our Heuristic Analysis Pyramid.

 

![](https://phiture.com/wp-content/uploads/2022/06/Group-287.png)

A table displaying scores in relation to qualitative questions to structure your
research.

Each section is then divided into its respective subcategories on the left, followed
by columns dissecting the hard data of the analysis on the right.  First in the 
rows of data is the “Raw Score,” which shows the total points awarded to that section
based on the simple points system built into the list of Audit Questions.  As not
every question will apply to every app store, we’ve followed that up with a breakdown
of the number of questions asked as well as the number of answers you have given
to ensure a “non-applicable” question is never applied to your actual results.  
Finally, on the far right column, you will see those results for each subcategory,
ultimately tabulated together to give you a total score for each section of the 
analysis.

Those section scores automatically generate a radar chart to give you a  visual 
representation of your store listing’s strengths and weaknesses, broken down into
the four main conversion areas.  As you can see in the example above, scoring a 
95%, this product page is flourishing in the area of “Trust & Security.”  

![](https://phiture.com/wp-content/uploads/2022/06/image2-1.png)

A graphical representation of where an ASO professional needs to concentrate their
efforts.

 

While “Relevance” and “Stimulance” are not as strong, scoring 70% and 50%, respectively,
it is the area of “Personalization,” with a score of 0%, that assuredly needs the
most work.  It is important to remember that this visualization does not show whether
you are doing good or bad but empowers you to understand which areas most need your
focus.  It is up to you to factor details like your app’s category and purpose into
these results to prioritize a robust testing strategy informed by this reliable 
data and rigorous research.

### **Prioritizing your experimentation**

Once you have used the Results page and Radar Chart to analyze your audit findings,
it is time to craft a prioritized experimentation plan to give you insight into 
how to optimize those weak points in your product page.  At Phiture, we understand
how difficult it can be to look at your research, analyze your findings, and then
actually develop the next steps to address your PPO needs.  So we created the third
and final page of the product page analysis spreadsheet to give you prioritized 
recommendations for experimentation and improvement, ensuring you always have a 
path to follow toward your optimization goals.

Based on your audit results, the Cheat Sheet automatically analyzes the data to 
produce a list of experiments and recommendations addressing every component of 
each section of your research.  In the first column on the left-hand side, you can
see those experiments clearly prioritized in a color code to help you create your
testing strategy.  Red for experiments that are “Highly Important,” yellow for tests
that are “Worth Considering,” green for areas that are “Not Urgent,” and white for
the aspects of the audit that are “Not Applicable” to the needs of your product 
page.

![](https://phiture.com/wp-content/uploads/2022/06/Screen-Shot-2022-06-23-at-10.39.33-
300x103.png)

A screenshot of the [Experiments & Recommendations tab.](https://phiture.com/product-page-analysis-cheat-sheet/)

As you will see in the second column, the list of recommendations is arranged into
the four main conversion areas, then broken down and labeled as to which component
of the model they are addressing.  This information is more critical than it may
seem, as the more detail you know about the focus of each experiment and recommendation,
the better you will be able to prioritize your testing to the specific needs of 
your PPO.  Like every aspect of the Analysis Cheat Sheet, the prioritization color
code is not a solution to your product page’s needs but a suggestion on where to
begin and how to proceed.  It is up to you to use all of the information at hand
to fine-tune your plan of attack.

As you move further right through the Cheat Sheet’s columns, you will see the name
of the experiment or recommendation, followed by a detailed explanation of its execution.
Following the details section of the Spreadsheet, we have included a column to show
which element of your product page’s Metadata to apply this recommendation to and
another column detailing the suggested method of application.  Last but not least,
there is a checklist column to help you work your way through your prioritized list
toward your optimization goals.

It is a good idea to read through every aspect of the Experiments & Recommendations
page before you start scheduling your experimentation, as each column of this final
page of the Spreadsheet should be taken into consideration when prioritizing your
testing.  For example, a recommendation prioritized by the Cheat Sheet as “Worth
Considering” but only requiring a quick manual check may take priority over another“
Highly Important” experiment requiring a complete A/B Test.  Or, perhaps your graphic
designer is still wrapped up in another project and won’t be able to get you the
variants you need to A/B test some improved visual cues on your new screenshots.
Then, simply deprioritize any experiment or recommendation with “Screenshot” in 
the Metadata element, and focus your testing on the copy of your descriptions, so
not a moment is lost in your optimization efforts.

 

### **Just one piece of your PPO puzzle**

While these recommendations and experiments are certainly not the only way to address
areas needing optimization, they do serve as a dynamic set of thought-starters to
guide you in formulating your specific testing schedule.

As powerful as [this Product Page Analysis Cheat Sheet](https://phiture.com/product-page-analysis-cheat-sheet/)
is in auditing your App Store Product Page and guiding your testing and research
going forward, it is just one part of an entire systematic process for app store
optimization.  When incorporated into a tested and proven blueprint like our Conversation
Rate Optimization Loop, The Analysis Cheat Sheet can be your secret weapon to set
you on your way to big-time CVR gains.

### **What next?**

Now that you’re more familiar with the experimentation suggestions of the [Product Page Analysis Cheat Sheet](https://phiture.com/product-page-analysis-cheat-sheet/)
you can follow the link and start working with the sheet from today.

We encourage you to read the first two articles in this series, [Supercharge your App Store Optimization with our Product Page Analysis Cheat Sheet](https://phiture.com/asostack/supercharge-your-app-store-optimization-with-our-product-page-analysis-cheat-sheet/),
and [Ironclad Questions to Help Structure Your Product Page Optimization](https://phiture.com/asostack/ironclad-questions-to-structure-your-ppo/),
for a deeper understanding of the theory that underpins this methodology.