A Guide to Visual Testing of Seasonal Themes

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Let’s not talk too much—just look at the numbers, and you’ll see why seasonal themes matter:

• During the 23-24’ Q5 (post-Christmas to early January) holiday season, in-app purchases rose by 15% YoY. Source
• “Q5” 23-24’ saw a 21% increase in app spending compared to the previous quarter. Source
• Seasonal-themed visuals in ads can boost click-through rates by up to 30%, resonating more with users during high-traffic times. Source
• Screen time jumps around 25% in Q5, making it prime time for app engagement. Source
• Apps with holiday-themed creatives show a 20-25% lift in install rates, thanks to their relevance and seasonal appeal. Source

Now that the numbers speak for themselves, let’s se how you can use seasonal themes through A/B testing of icons, screenshots, and more to elevate your app’s performance this holiday season.

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Why Seasonal Visuals Work

Seasonal visuals create an immediate sense of relevance and engagement. By visually aligning with holidays like Thanksgiving, Black Friday, Christmas, and New Year’s Eve, your app can attract the attention of users looking for seasonally themed content.

Every time you change something, A/B testing becomes essential. Testing seasonal themes helps you pinpoint which icon, screenshot, or color scheme resonates best with your audience, leading to increased click-through rates (CTR), installs, and, ultimately, more revenue.

1. Testing Holiday-Themed Icons and Screenshots

Adapting your icon and screenshots to reflect holiday themes can make your app stand out amidst a crowded store. Experimenting with festive elements, like incorporating seasonal colors, holiday symbols, or even a hint of snow, instantly communicates that your app is up-to-date and ready for the holiday season.

Pro Tip: Try different seasonal variations in A/B tests to see which performs best. Small changes, such as adding a limited-time offer or a holiday promotion banner in screenshots, can emphasize urgency and drive higher conversions.

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2. The Value of Starting Early with A/B Testing

Since collecting statistically significant data takes time, start your A/B tests well before the peak holiday traffic. According to Geeklab, planning early prevents missed opportunities by allowing time to analyze results and implement changes effectively. If a holiday is short-lived, running A/B tests early ensures you’ll capture the most relevant time frame for optimized conversions.

These insights are fueled by Geeklab, whose A/B testing tools empower app marketers to optimize seasonal visuals like icons and screenshots, helping boost visibility and user acquisition.

3. Aligning with Internal Teams for Effective Seasonal ASO

For a successful holiday visual testing campaign, synchronize with internal teams like creatives and product developers. Geeklab highlights that alignment is key—whether you’re launching a holiday-themed in-app event or simply updating app store visuals, clear communication ensures consistency across marketing channels. Promote these seasonal themes through descriptions, social media, and in-app notifications to amplify visibility and drive anticipation.

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4. Metrics to Track for Seasonal Success

Tracking the right metrics is essential to evaluating the impact of seasonal ASO campaigns. Key metrics include:

• Click-through rate (CTR): A high CTR can indicate that your seasonal visuals are capturing users’ interest.
• Conversion rate (CVR): A rising CVR shows that users find the seasonal theme appealing enough to install.
• Cost per install (CPI): Lower CPI during the season means your optimized visuals are driving conversions more efficiently.
• In-app purchases (IAP), Lifetime Value (LTV), and Retention: These metrics reveal if users are not only installing but are also engaging and spending within the app.

Geeklab’s platform offers insights beyond typical metrics, such as which screenshot users clicked on, providing a granular view of user engagement. Leveraging these detailed insights helps ASO experts understand what elements lead to conversions.

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5. Regional Adaptations for Broader Appeal

Don’t forget that holidays vary by region—Thanksgiving may be a U.S.-specific holiday, but Lunar New Year resonates with audiences in Asia. Geeklab emphasizes that adapting visuals based on regional holidays allows your app to connect with users globally, increasing your app’s relevance and download potential in different markets.

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