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.
● Localization: Not all holidays are global and sometimes users
will be automatically redirected to a specific store. Keep this
in mind and understand your market.