How Taobao Uses Phiture\'s A/B Testing Platform to Optimize ASO
How Taobao Uses Phiture's A/B Testing Platform to Optimize ASO
+11%
overall conversion rate increase vs. previous month
+9%
conversion rate increase in Hong Kong after the localized banner
Key ASO Challenges
Taobao faced three core challenges in ASO optimization:
1. Localization complexity
User preferences for visual assets and copywriting styles in Southeast Asian markets (e.g., Indonesia, Thailand) differ significantly from those in Silk Road and Middle Eastern markets (e.g., Caucasus region, UAE), requiring tailored localization strategies. This created a need for region-specific ASO strategies.
2. Dynamic Competitive Environment
Local e-commerce giants (e.g., Shopee, Tokopedia) continuously iterate their ASO strategies, requiring Taobao to rapidly respond and secure search traffic in a fast-evolving market.
3. Inefficient experimental process:
Long testing cycles and insufficient sample sizes in prior A/B tests made it difficult to validate key hypotheses within a short timeframe.
“Through our cooperation with Phiture, we are able to test critical ASO elements, make data-driven decisions and continuous optimization based on real-traffic test results. This multidimensional, real-time feedback testing mechanism enables Taobao to swiftly adjust content strategies across diverse markets and holiday contexts, thereby significantly enhancing exposure and conversion rates.”
Yaxuan Lang, Data Analyst, Taobao
The Solution
Taobao partnered with Phiture’s PressPlay platform to build a scalable, data-driven ASO optimization process.
In the fiercely competitive mobile app landscape, ASO has become a critical battleground for improving both conversion rates and brand visibility. A/B testing remains the core tool for achieving this level of data-driven ASO precision.
The team implemented a multi-pronged approach.
- Multivariate Testing:
Structured tests were conducted across metadata and creative assets,
including:- Short descriptions
- Long descriptions
- Screenshots
- App icons
- Faster Iteration Cycles:
with testing time reduced to just 7 days, enabling faster decision-making
and lowering opportunity cost.
- Real-Time Monitoring & Dynamic Termination
Smart thresholds were applied to automatically stop underperforming tests
based on:- Statistical significance
- Business objectives (e.g., achieving a +10% uplift in conversion
rate)
- Real-Time Monitoring & Dynamic Termination: Applied
intelligent thresholds to automatically stop underperforming tests based
on statistical significance or conversion impact (e.g., +10%
improvement)
Data Insights from Real Traffic & Localized Optimization
Taobao’s business operates across multiple countries and regions, each with
unique user habits, holiday calendars, and cultural contexts. To adapt, the
team developed market-specific testing plans, enabling granular, localized
operations.
Examples of tailored regional testing:
- Chinese festival-themed content → Hong Kong, Macau, and Taiwan
- Black Friday promotional content → Canadian market
- Ramadan-themed creatives → Middle Eastern market
Testing Ramadan-themed marketing content in the Middle East market.
The Results
After conducting a series of critical ASO A/B tests and successfully implementing the optimal solution, Taobao achieved significant ASO improvements. By leveraging dynamic traffic allocation, the testing cycle previously requiring 2-3 weeks was shortened to within 7 days, minimizing wasted traffic consumption.
Key Metric Improvements
- The overall conversion rate increased by approximately 11% compared to the previous month.
This result not only validates the core value of PressPlay in cross-market testing and localized optimization but also provides a reusable, standardized methodology for Taobao’s global business growth.
Deep Localization Strategy Adaptation:
- In Hong Kong, after implementing the localized banner that won in the A/B test, the conversion rate rose by approximately 9% compared to the previous time period.
Wrap-up
A robust localization strategy and A/B testing framework successfully contributed to Taobao’s outstanding performance during the 618 period, consistently maintaining its top position in the Chinese market while also achieving breakthroughs in Southeast Asia and Belt and Road countries.
Through collaboration with Phiture, Taobao implemented systematic testing of core ASO elements such as short descriptions, long descriptions, screenshots, and icons. By leveraging real traffic and smart algorithms, the platform established a refined operational framework that equally prioritizes globalization and localization. This not only enhanced visibility, downloads, and user conversion rates but also laid a solid foundation for Taobao’s long-term business growth.
Taobao, one of the world’s leading e-commerce marketplaces, set out to accelerate international growth while adapting to fast-changing local preferences. To meet the challenge, Taobao partnered with Phiture and adopted our PressPlay A/B testing platform to systematically optimize App Store Optimization (ASO) across regions.
Client: Taobao
Website: https://www.taobao.com/
Services: ASO A/B Testing (PressPlay), Localization Strategy
300 Percent Increase in Creative Output, Driving Higher-Velocity Experimentation
300 Percent Increase in Creative Output, Driving Higher-Velocity Experimentation
300%
lift in ad production capacity
100+%
unique creative concepts developed
100+%
creative assets across multiple formats created
Picsart, a global leader in creative tools, set out to accelerate growth by expanding and sharpening its paid creative program. Eager to speed up learning cycles and diversify concepts—without sacrificing quality, Picsart teamed up with us to build a testing engine that could deliver consistently, week after week.
Scaling Creative Production Without Compromising Quality
When we first started, the creative production rate was limited to just 5 ads per week. As the client aimed to increase testing capacity, we needed to rapidly scale up to produce and test 20 unique ads every week. This expansion brought up two key challenges:
Different Channels, Sizable Success
Tracking Difficulties
With a rapid increase in ad volume, it became increasingly difficult to track performance accurately. Without a structured naming convention, analyzing the results of each creative concept was challenging. This made it hard to derive insights or iterate effectively, leading to inefficient creative testing and slower optimization cycles.
Creative Pressure
Generating a high volume of unique, high-quality creative concepts week after week proved to be taxing. Maintaining consistency while delivering innovative, strategic ideas required a systematic approach to brainstorming and production. The need for varied formats, including static images, motion graphics, user-generated content (UGC), and screen recordings, added to the complexity.
Solution: Agile Creative Framework and Strategic Optimization
To overcome these challenges, we developed a comprehensive system designed to balance scale with strategic clarity. This involved three key components:
1. Agile Creative Framework
We implemented a monthly sprint structure with weekly production cycles. Each cycle began with a structured brainstorming session designed to closely link ideation with testing insights and align creative concepts with US market best practices. This system allowed us to rapidly generate, evaluate, and iterate on creative ideas.
2. Structured Naming Convention
To ensure consistent tracking and performance analysis, we established a robust naming convention. This standardized approach made it easy to attribute results to specific concepts, enabling detailed performance breakdowns and effective iteration. By making data accessible and organized, the team could quickly identify winning themes and optimize them further.
3. Hypertesting and Analysis
We established a structured pipeline for testing creative concepts at scale. Hypertesting allowed us to evaluate new ideas quickly, while regular creative reviews helped identify patterns and refine future strategies. The structured analysis enabled us to pinpoint high-performing themes and eliminate underperforming concepts, optimizing ad spend and creative development efforts.
Results
- Creative Output: Scaled production from 5 to 20 ads per week, significantly increasing the speed and diversity of creative testing.
- Creative Variety: Developed over 100 unique creative concepts and produced more than 200 creative assets across multiple formats, including static images, motion graphics, UGC, and screen recordings.
- Improved ROAS: The strategic approach to high-volume testing and structured analysis directly contributed to better budget allocation and stronger returns on advertising spend.
Client: Picasrt
Website: https://picsart.com/
Services: Performance Creative & Creative Operations
>35 Percent Picsart's Day-7 ROAS After Campaign Realignment
>35 Percent D7 ROAS After Firebase Fix & Non-Brand Strategy
+91.44%
ad spend — scaled efficiently as performance improved
>35%
D7 ROAS
Picsart, a global leader in creative tools, set out to accelerate growth by expanding and sharpening its paid creative program. Eager to speed up learning cycles and diversify concepts—without sacrificing quality, Picsart teamed up with us to build a testing engine that could deliver consistently, week after week.
As part of the broader performance marketing strategy, another critical challenge involved resolving campaign inefficiencies and unlocking new growth opportunities. The client faced two primary issues:
Issue 1: Firebase Integration Issue
ROAS-optimized campaigns were being blocked due to incomplete Firebase event integration, preventing the algorithm from optimizing for revenue-driven outcomes.
Issue 2: Budget Overconcentration
A significant portion of the budget was being spent on brand search terms, leading to traffic cannibalization. This restricted the algorithm’s ability to explore new search terms and discover new audience segments, ultimately limiting growth potential.
Friedrich Grott
Senior Manager, Paid User Acquisition, Picsart
“Phiture played a crucial role in transforming our Google Ads strategy—eliminating cannibalization by excluding branded terms and unlocking new growth through a sharp focus on incremental revenue. Their expert guidance during our Firebase migration empowered us to steer campaigns with precision, hit our ROAS targets, and scale our spend with confidence and impact.”
Solution: Campaign Realignment and Firebase Fixes
To address these challenges, we implemented two targeted solutions:
1. Firebase Integration Fix
Our team resolved the integration issue, enabling ROAS-optimized campaigns to function correctly. This fix unlocked the potential for automated bidding strategies and ensured that campaign performance data was accurately captured and analyzed.
2. Keyword Strategy Update
To reduce brand term dependency and increase reach, we tested campaigns with brand search terms excluded. This strategic shift allowed the algorithm to target new search terms and broaden audience reach. By focusing on non-branded terms, we reduced the risk of traffic cannibalization while driving incremental growth.
Results
- Performance Improvements: Achieved a ROAS of over 35% at Day 7, validating the effectiveness of the new strategy.
- Audience Expansion: The algorithm unlocked new audience segments, driving incremental growth and expanding campaign reach.
- Spend Optimization: Ad spend increased by 91.44% between September and December, reflecting improved performance and scalability.
By implementing an agile creative framework, structured testing processes, and precise campaign optimizations, Phiture helped the client overcome critical challenges in both creative production and campaign strategy. As a result, they achieved scalable growth and significantly improved advertising performance.
For brands looking to enhance their performance marketing efforts, Phiture’s data-driven approach offers proven solutions to complex challenges. Get in touch with us to learn how we can help you scale your creative production and optimize your campaign strategies.
Client: Picasrt
Website: https://picsart.com/
Services: Performance Creative & Creative Operations
How Catchbase Helped Meditation Moments Decrease Cost per Subscription by 66% and Increase Downloads by 47%
Case Study
Success Stories
+47%
Increase in downloads
-66%
Reduction in Cost-per-Subscription
Client Summary
Catchbase is Phiture’s AI bid optimization tool tailor-made for Apple Search Ads auctions. It’s based on machine- and reinforcement learning, and follows its goal to improve campaign performance while reducing costs for our clients.
The Challenge
Meditation Moments had been steadily investing in Apple Ads and was ready to take performance to the next level. With campaigns already in motion, the team was looking for greater clarity on where the budget was delivering the strongest results. As acquisition goals evolved, improving efficiency while continuing to scale became a key focus.
The Solution
Phiture implemented Catchbase, our proprietary Apple Ads optimization platform, to rebuild and optimize the ASA brand campaigns.
We analyzed keyword-level performance to surface opportunities and inefficiencies, then restructured the campaign around high-intent, high-return segments. The budget was redistributed based on live performance signals, allowing the team to make faster, more informed decisions.
The new setup gave Meditation Moments the control and clarity they needed to scale with confidence, turning ASA into a more reliable and efficient acquisition channel.
The Results
- +47% increase in downloads, driven by improved keyword strategy and spend allocation
- -51.25% reduction in campaign budget, with better output from less spend
- Cost per subscription dropped from €14 to €4.79, a −66% decrease
- ASA became one of the top-performing channels, delivering both growth and sustainability
With the right structure and optimization in place, Meditation Moments turned a slowing campaign into a scalable growth engine – faster, leaner, and ready for the next phase.
“Phiture helped us get more out of our ASA spend — smarter bidding, stronger results, and less wasted budget.”
Floor Kreijkes
CMO, Meditation Moments
“Meditation Moments has already helped more than 1 million people around the world to reduce stress, sleep better and focus on more positive thoughts.”
Client: Mediation Moments
Website: https://meditationmoments.com/
Services: Catchbase — AI-based bid optimization for Apple Ads
Project period: 2025
Impulsando el Éxito de Pinger en Apple Search Ads con ASAi+
Caso de Estudio
Success Stories
31%
aumento en adquisiciones
23%
CPA reducción
Resumen de ASAi+
ASAi+ es la plataforma de IA de Phiture para Apple Search Ads. Se basa en el machine y reinforcement-learning, y su objetivo es mejorar el rendimiento de la campaña al tiempo que se reducen los costes para nuestros clientes.
El Desafío
Pinger, la empresa detrás de Sideline y TextFree, ofrece soluciones que sustituyen a los planes telefónicos tradicionales y a los sistemas de telefonía empresarial. Para mantenerse competitiva en el saturado mercado de apps móviles, Pinger depende fuertemente de Apple Search Ads (ASA) como canal clave para adquirir nuevos usuarios.
Al principio, la gestión de sus campañas de ASA se realizaba a través de una plataforma basada en reglas, pero este enfoque demostró ser demasiado rígido y poco eficiente: no se lograban optimizaciones reales y los resultados estaban estancados. Ante esto, Pinger necesitaba una solución más flexible e inteligente para escalar su inversión publicitaria, aumentar las adquisiciones y mejorar el retorno sobre la inversión publicitaria (ROAS).
La Solución
Phiture presentó ASAi+, una plataforma avanzada impulsada por IA diseñada para gestionar y optimizar campañas de ASA de forma dinámica. ASAi+ ofrece ajustes de ajustes de ofertas en tiempo real, descubrimiento automatizado de palabras clave y objetivos de ROAS personalizables, lo que permitió a Pinger gestionar eficientemente múltiples campañas en diferentes apps sin necesidad de intervención manual.
La estrategia de puja adaptativa de ASAi+ se ajustaba de forma continua a los cambios del mercado, logrando un equilibrio entre el control del CPA y el volumen de instalaciones. Gracias al descubrimiento diario de palabras clave y a la asignación automática del presupuesto entre ellas, ASAi+ optimizó al máximo la eficiencia del gasto y minimizó el presupuesto desperdiciado.
Brook Lennox
Senior Manager, Online & Mobile Marketing, Pinger
“Phiture’s ASAi+ solution has been a game-changer for our Apple Search Ads efforts. Their unique technology and account team gave us what we needed to scale our campaigns effectively, saving us time and money.”
Los Resultados
Después de seis semanas, las campañas seleccionadas registraron un aumento del 31 % en las adquisiciones y una reducción del 23 % en el CPA, superando las proyecciones iniciales sin necesidad de añadir nuevas palabras clave ni incrementar los presupuestos.
Campañas de Marca
ASAi+ tuvo un impacto especialmente significativo en las campañas de marca de Pinger:
Campaña de Marca A
- Adquisiciones: +24,6 %
- CPA: -19,4 %
Campaña de Marca B
- Adquisiciones: +44,3 %
- CPA: -43,63 %
Al optimizar inteligentemente las pujas para evitar sobrepujas, ASAi+ logró reducir el Coste por Toque (CPT) promedio, lo que se tradujo en un ahorro significativo de presupuesto y en adquisiciones de usuarios más rentables.
Diseño Experimental
ASAi+ se implementó inicialmente en un experimento controlado de seis semanas, donde se mantuvieron constantes tanto los presupuestos como los conjuntos de palabras clave, con el objetivo de medir con precisión los cambios en el rendimiento.
Para validar su eficacia, se comparó el rendimiento de las campañas gestionadas por ASAi+ (grupo de tratamiento) con el de campañas similares que continuaban siendo gestionadas manualmente (grupo de control).
Los resultados fueron concluyentes: tanto el incremento en adquisiciones como la reducción del CPA fueron estadísticamente significativos (p < 0,01). El grupo de tratamiento mostró mejoras claras frente al grupo de control, lo que confirma que las optimizaciones impulsadas por ASAi+ fueron el principal motor de estos avances.
Conclusión y Próximos Pasos
Tras una primera ronda de optimización exitosa, Pinger decidió implementar ASAi+ en toda su cuenta de Apple Search Ads, extendiéndose a todas sus aplicaciones. Las nuevas campañas reflejaron resultados similares, confirmando la efectividad del enfoque.
La incorporación de ASAi+ transformó por completo la gestión de campañas ASA en Pinger, permitiendo un crecimiento significativo en la adquisición de usuarios y una reducción de costes al mismo tiempo. Esta solución impulsada por inteligencia artificial aportó la adaptabilidad y escalabilidad necesarias para optimizar al máximo su inversión publicitaria y maximizar su impacto en el mercado.
Pinger develops apps that help businesses and individuals cost-effectively communicate through their mobile phones. Millions of customers use our flagship apps Index, Sideline and TextFree, to conduct business and stay in touch.
Client: Pinger
Website: https://pinger.com
Services: ASAi+ — AI-based bid optimization for ASA
Elevating Pinger's Apple Search Ads with Catchbase
Case Study
Success Stories
31%
Increase in installs
23%
Decrease in Cost-per-Acquisition (CPA)
Client Summary
Catchbase is Phiture’s AI bid optimization tool tailor-made for Apple Search Ads auctions. It’s based on machine- and reinforcement learning, and follows its goal to improve campaign performance while reducing costs for our clients.
The Challenge
Pinger, the creator of Sideline and TextFree, offers users alternatives to traditional carrier phone plans and business phone systems. Pinger relies on Apple Search Ads (ASA) to drive user acquisition and maintain its competitive edge in the mobile app market.
Initially, Pinger had managed their ASA campaigns through another platform. However, these rule-based systems proved inadequate, as they were too rigid and struggled to optimize campaigns effectively. Pinger needed a more flexible and intelligent solution to scale their ad spend, boost user acquisitions, and enhance their Return on Ad Spend (ROAS).
The Solution
Phiture introduced Catchbase, an advanced AI-driven platform designed to manage and optimize ASA campaigns dynamically. Catchbase offered real-time bid adjustments, automated keyword discovery, and customizable ROAS targets, enabling Pinger to efficiently manage multiple campaigns across different apps without manual intervention.
Catchbase’s adaptive bidding strategy continuously adjusted to market shifts, balancing CPA control with install volume. Through daily keyword discovery and automated spend allocation between keywords, Catchbase maximized spend efficiency and reduced wasted budget.
Brook Lennox
Senior Manager, Online & Mobile Marketing, Pinger
“Phiture’s Catchbase solution has been a game-changer for our Apple Search Ads efforts. Their unique technology and account team gave us what we needed to scale our campaigns effectively, saving us time and money.”
The Results
After six weeks, the selected campaigns experienced a 31% increase in acquisitions and a 23% decrease in CPA, surpassing initial projections without adding keywords or increasing budgets.
Brand Campaigns
Catchbase had a particularly remarkable impact on Pinger’s branded campaigns:
- Brand Campaign A
- Acquisitions: Increased by 24.6%
- CPA: Decreased by 19.4%
- Brand Campaign B
- Acquisitions: Increased by 44.3%
- CPA: Decreased by 43.63%
By intelligently reducing bids to prevent overbidding, Catchbase lowered the average Cost per Tap (CPT), resulting in budget savings and enabling more cost-effective user acquisitions.
Experimental Design
Catchbase was first deployed in a controlled experiment over six weeks, maintaining consistent budgets and keyword sets to accurately measure performance changes.
To validate the effectiveness of Catchbase, we compared the performance of campaigns managed by Catchbase (the treatment group) against similar campaigns that continued to be managed manually (the control group)
The results showed that both acquisition uplifts and CPA reductions were statistically significant (p < 0.01).
The treatment group (managed by Catchbase) demonstrated meaningful improvements compared to the control group, confirming that Catchbase optimizations were the primary drivers of performance gains.
Conclusion & Next Steps
After the successful first optimization round, Pinger deployed Catchbase to their entire Apple Search Ads account across all apps — with similar success on the new campaigns.
Implementing Catchbase transformed Pinger’s ASA campaign management, delivering significant growth in user acquisitions and cost reductions at the same time. The AI-driven approach provided the adaptability and scalability Pinger needed, ensuring their ad spend was optimized for maximum impact.
Pinger develops apps that help businesses and individuals cost-effectively communicate through their mobile phones. Millions of customers use our flagship apps Index, Sideline and TextFree, to conduct business and stay in touch.
Client: Pinger
Website: https://pinger.com
Services: Catchbase — AI-based bid optimization for ASA
Optimizing onX' Apple Search Ads Bids with AI
Case Study
Success Stories
20%
Increase in installs
2.2%
Reduction in Cost-per-Acquisition (CPA)
Client Summary
Catchbase is Phiture’s AI bid optimization tool tailor-made for Apple Ads auctions. It’s based on machine- and reinforcement learning, and follows its goal to improve campaign performance while reducing costs for our clients.
The Challenge
OnX Backcountry is a GPS navigation app for outdoor enthusiasts, offering a wide range of features to help users plan and navigate their human-powered adventures.
Apple Search Ads represents a large portion of onX’ marketing mix, and the onX team was looking to increase its efficiency and effectiveness to be able to scale up this channel even further.
Phiture’s Catchbase models were employed to optimize keyword bids across several campaigns. The models, trained on historic performance and proprietary market data, quickly provided onX with the desired increase in installs, whilst reducing their Cost-per-Acquisition (CPA). Catchbase effectively managed the campaigns without the need for manual intervention.
Real data; Shortly after enabling Catchbase, onX saw a significant drop in CPA, while installs were increasing.
Koby Gordon
Senior Marketing Manager, onX
“Phiture’s Catchbase tool allowed us to go beyond simple bidding automations and unlock another level of growth on Apple Search Ads. Once implemented, this was a huge efficiency driver for our team. Not only were we able to scale our results on Apple Search Ads to levels we had not seen before, but this technology also saved us time through automating manual optimization and budgeting work.”
The Results
Multiple separate campaigns were tested, resulting in a total 20% increase in installs and a 2.2% reduction in CPA within the first month.
The main campaign generated a 29% uplift in installs whilst reducing the CPA by 6.6%, improving campaign efficiencies and effectiveness significantly.
We focused on the first 4 weeks after launching Catchbase to evaluate performance, this period provides the most accurate reflection of the model’s immediate impact, independent of seasonal effects.
“onX Backcountry is the ultimate GPS navigation app, purpose-built for all your outdoor pursuits. Try 3D offline maps specifically tailored for hiking, backcountry skiing, mountain biking, or rock climbing.”
Client: onX
Website: https://onxmaps.com
Services: Catchbase — AI-based bid optimization for ASA
Project period: 2024
How foodspring Leveraged Braze to Create a First-Class CRM Setup
Case Study
Success Stories
8
Consecutive months of exceeding revised revenue targets (so far)
40%
Of foodspring's revenues is now attributed to automations
20%
Revenue contribution from CRM
The Challenge
foodspring aimed to enhance customer engagement and long-term loyalty by reducing its reliance on promotional emails and implementing personalized user experiences. Recognizing the primary obstacle to sustainable growth was the lack of a sophisticated automation strategy, their mission was to create a dynamic and compelling approach that would drive key metrics such as increased user interaction, retention, and overall revenue.
The Solution
Taxonomy Deep Dive and Implementation
The project began with an in-depth analysis to categorize customer interactions for Braze’s automation. This process enabled precise tracking of various events and actions, setting the stage for personalized automation. Web SDK events were meticulously implemented through Google Tag Manager to help support this categorization.
Multi-channel Strategy and Automation
Together, Phiture and foodspring were able to develop a comprehensive multi-channel strategy incorporating emails, web pop-ups, and seamlessly integrating promotions with automation flows.
Personalization using Braze
Personalization was a key focus, utilizing Braze’s advanced features to enhance relevancy and efficiency. Tools such as Liquid Logic, Catalogs, Content Blocks, Webhooks, Promocodes, APIs, and Audience Sync were leveraged to create a highly personalized customer experience.
Working with Phiture has significantly elevated our CRM strategy. Their expertise in leveraging Braze’s automation and personalization features helped us exceed the targets. CRM has become a crucial channel for our business, now contributing 20% of our overall revenue, thanks to Phiture’s strategic approach to customer engagement and retention.”
Thomas Stegelmann — VP eCommerce, foodspring
The Results
Achievement of Revenue Targets
Through our engagement, foodspring successfully met revised revenue targets for eight consecutive months, demonstrating the effectiveness of our strategies and collaboration.
Expansion of Live Flows
We expanded from tracking just two events to monitoring a broad array of events and attributes, building 25 live flows. This ensured customers received personalized, relevant communications, significantly boosting engagement capabilities.
Significant Revenue from Automations
Automations began contributing to 40% of foodspring’s revenue, highlighting the success of our engagement strategies. Notably, there was substantial growth in categories like Onboarding, which saw a 7.05% month-over-month increase since the start of the year.
Impressive Revenue Growth
From January to May 2024, foodspring generated €2.13 million through CRM activities, accounting for 20.31% of the company’s total revenue. This solid contribution underscores the overall business performance improvements driven by our strategies.
“foodspring is a German web-based e-commerce D2C company, serving 6 different markets across Europe. They are enthusiastic nutritionists, sports experts, and athletes. Their goal is to develop the most natural and innovative foods of our time. No matter whether this is all about sports nutrition, functional foods, or superfoods – we take food to a whole new level. Every one of our products has its promise of quality. Best ingredients are processed sustainably to maintain the nutritional value.”
Client: foodspring
Website: https://foodspring.com
Services: CRM / Retention / Engagement
Additional: Recommendations for a Successful CRM Strategy
Balance Promotional and Automated Campaigns:
- Ensure a balanced mix of targeted promotions and automated campaigns to sustain revenue growth, even in slower seasons.
- Focus on automating key customer journey moments, especially during onboarding and at the moment of purchase. For example, Abandoned Cart flows are key for e-commerce companies.
Enhance Personalization:
- Craft more personalized, targeted messages to elevate customer engagement and drive interest in specific products.
- Segmentation based on behavior and preferences greatly enhanced engagement and conversion rates.
Continuous Testing and Optimization:
- Scale and optimize successful automations to enhance personalized customer interactions.
- Conduct A/B tests on touchpoints, delays, and content, to determine the most effective combination for maximizing engagement without subscriber fatigue.
Above all, flexibility and adaptability are always essential in strategy implementation.
Accelerating A/B Testing with Lion Studios by AppLovin: A 20% Global Lift in Installs
Phiture's PressPlay Technology
Success Stories
100
Experiments run in six weeks
600k
Projected annual additional installs
20%
Lift in global installs for Found It!
Client Overview
PressPlay is a GenAI software solution designed by Phiture to optimize App Store Optimization (ASO) through autonomous A/B testing. The platform allows for scalable asset creation, automation of experiments, and data collection to deliver meaningful insights. PressPlay directly integrates with Google Play, enabling mobile apps and games to accelerate their growth by rapidly testing and refining store listing elements.
Objective
The primary goal of the six-week pilot program was to drive new installs for Found It!—targeting key markets like the US, UK, Canada, India, Japan, and Canada. The core objectives were:
- Automate the creation and testing of short descriptions and icons.
- Identify the highest-converting assets and apply them globally.
- Achieve significant increases in install conversion rates (CVR).
Solution
Phiture leveraged PressPlay’s GenAI-powered A/B testing capabilities to automate and accelerate ASO experimentation. Key features of the solution included:
- GenAI Asset Creation: Automatically generating hundreds of store listing assets like short descriptions, icons, and feature graphics, tailored to each app’s needs.
- Experiment Assistant: A self-learning system that manages, monitors, and kills non-performing experiments, freeing up test slots for more promising assets.
- Scalable Testing: Over 100 experiments were launched in just five weeks, with AI identifying winning assets and replicating them globally across multiple markets.
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Compounding Growth
on Autopilot
The pilot demonstrated strong results, particularly for the Found It! app, which saw a 20% global lift in installs, validated at a global scale. This uplift was driven by highly effective icon tests, which provided a statistically significant increase in conversion rates. The first successful icon test resulted in a 12% increase in installs over a period of 20 days. Following this, another icon variation led to an additional 8% increase in installs after 8 days. This incremental testing approach compounded the overall growth, leading to a significant boost in conversion rates, as each winning experiment built upon the results of the previous one, maximizing Found It!’s install rate.
- 100 experiments run in six weeks
- 600k projected annual additional installs
- 20% lift in global installs for Found It!
Next Steps
Based on the success of the pilot, Phiture scaled the A/B testing framework to new titles and continued to iterate on high-performing assets. The next phase includes:
- Global Expansion: Applying the winning icons for Found It! to all markets.
- New Titles: Expanding to new apps to further enhance testing capabilities, like Hexa Sort
- GenAI and Automation: Continuing to evolve PressPlay’s GenAI technology to handle more complex asset creation.
For Hexa Sort specifically, Phiture utilized PressPlay’s fine-tuning capabilities to produce assets that are aligned with the original art style.
Read more about how we fine-tune our models for art styles and specific characters here.
Conclusion
Phiture’s PressPlay platform demonstrated its ability to rapidly drive app growth by automating A/B testing and scaling high-performing assets. With 100 experiments deployed in five weeks and a significant uplift in installs, this pilot provides a solid foundation for future testing and growth across new app titles.
Client: Lion Studios by AppLovin
Website: https://lionstudios.cc
Services: PressPlay — Automated ASO Testing with GenAI
Project period: 2024
How AI-Driven A/B Testing on Google Play Scaled Avakin Life’s Conversion Rates by 57% in Two Months
Phiture's PressPlay Technology
Success Stories
110
experiments deployed
+57%
increase in conversion rate
2
months from launch
Ouni Kwon
Senior Marketing Director,
Lockwood Publishing
“Phiture’s PressPlay has been instrumental in scaling our experimentation efforts and deepening our understanding of how to effectively communicate our brand to players. We are seeing successes where we didn’t expect to and have been able to apply the learnings across other areas in our marketing while staying true to our brand identity.”
The Challenge
Avakin Life, a highly successful mobile game with over 100 million downloads, approached Phiture with the challenge of driving app downloads and improving its conversion rate on the app stores.
The primary goal was to increase the speed and scale of testing experiments to enhance performance. However, several bottlenecks hindered this progress:
- Unique design: A large number of visual assets was required to run A/B tests at scale, each asset had to be created by a 3D artist to closely match Avakin Life’s unique visual style
- A/B testing automation: The limited number of experiments that could be run manually restricted optimization pace
Solution
PressPlay addressed these challenges by automating the creation, deployment, and analysis of A/B tests on the Google Play Store.
Leveraging GenAI, PressPlay generated hundreds of visual assets for testing without additional localization and creative resources.
The tool integrated seamlessly with the Google Play Console, managing the experiment backlog and setting up rules to schedule, apply, or stop experiments automatically. This allows over 50 concurrent experiments per app to be run at the same time, accelerating time-to-win.
Additionally, the platform continuously collected data from all experiments across portfolio apps, allowing for comprehensive analysis and optimization.
Execution
In the first phase of testing, more than 100 app icons were created by PressPlay. This led to the first wins, materializing in a +19% conversion rate increase within less than the first month. The new icon was so successful that Lockwood decided to deploy it to the main store listing for Avakin Life on Google Play.
Both Phiture and Lockwood wanted to build on top of that first significant win by better matching the generated assets to the unique visual style of the Avakin Life game. Under the hypothesis that following the game’s specific art style would increase conversion even further, Phiture decided to fine-tune a purpose-built generative AI model.
Fine-tuning the AI model to replicate Avakin Life’s distinct visual style and brand identity significantly enhanced the solution’s effectiveness, leading to additional double-digit conversion rate improvements.
“Their fine-tuned AI model is producing results so close to our art style that we’re asking ourselves where else we can leverage this in Avakin Life’s marketing strategy.”
Ouni Kwon — Senior Marketing Director, Lockwood Publishing
You can lean more about how we fine-tuned the model for consistent visual results in our deep-dive here →
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The Results
- PressPlay ran 110 experiments on Google Play in a 2-month period
- 19% conversion rate increase in the first month
- Another 32% conversion rate increase, after fine-tuning the AI model to Avakin Life’s visual style in the second month
- Total conversion rate uplift: 57% in two months
Conclusions & Future Plans
The fine-tuned AI model’s ability to consistently mimic Avakin Life’s characters and art style has opened new avenues for leveraging such models in the game’s broader marketing strategy. PressPlay’s self-learning system continues to evolve, promising even more efficient and effective ASO A/B testing automation in the future.
This case study illustrates the impactful combination of automation, AI innovation, and strategic application in App Store Optimization, paving the way for future growth and success in the app and mobile gaming industry.
Lockwood Publishing is the award-winning creator of Avakin Life — a 3D social universe enjoyed by more than 200 million registered users.
Client: Lockwood Publishing
Website: https://lockwoodpublishing.com
Services: PressPlay — Automated ASO Testing with GenAI
Project period: 2024