[E-book] ASO Case Study: Wallapop [E-book] Wallapop Case Study | Page 5

App Store Visitor Behavior Drop Install Decisive “Think fast!” Drop Visitor Install First Impression 3-6 seconds Explorer “I’m Intrigued... give me more info!” Exploration Journey 12-35 seconds StoreMaven’s findings after analyzing how 500 million+ users behave on App Store and Google Play As depicted above, these two user groups include: 1. Decisive Visitors — users who decide to install or leave without ever engaging with the page. In other words, these visitors are only exposed to creatives that appear in the First Impression Frame (everything above the fold), and their first and only action is either tapping the install button or leaving the page altogether. Decisive visitors represent 60% of all app store traffic. 2. Explorer Visitors — users who choose to browse through available content on a Product Page to make a more informed decision before installing. Explorer Visitors represent the other 40% of all app store traffic. No matter which group users belong to, all of them are exposed to the marketing assets found in the First Impression Frame and are influenced by the messaging presented therein. Hence, the First Impression Frame is highly important and will determine three major KPIs: 1. Decisive Install Rate : The install rate of Decisive Visitors. 2. Exploration Rate: The rate of visitors who engaged with the Product Page. 3. Explorer Install Rate: The install rate of Explorer Visitors. [email protected] 4