HOLIDAY AND SEASONALITY
Tips for designing an App Store Product Page
for holiday and seasonality:
● Contradictory information within the
First Impression Frame decreases CVR
by: increasing Direct Drop, decreasing
Direct Install, and causing less
Exploration.
● Seasonality increases Exploration.
● Has the app changed or is the
branding different? If the app has not
changed but just the creatives, often
Exploration will increase but Explore &
Drop will increase too. This is because
users realize they aren’t getting
anything holiday focused.
In Disney Emoji Blitz -
Halloween, Disney
updated the app to
include Halloween-
themed emojis. Not
only is the theme
noticeable in the icon
but also within the
video and other
creatives as well. This
lets users know the
game is updated and
relevant.