arkaos 4.26.0 → 4.27.0

package/departments/marketing/skills/aso/SKILL.md

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+---
+name: mkt/aso
+description: >
+  Audit and optimize an App Store or Google Play listing — fetch live
+  listing data, score metadata/visuals/ratings across 6 weighted
+  dimensions, apply brand-maturity tiers, and produce a prioritized action
+  plan. Auditoria e otimização de ficha de app (App Store / Google Play).
+  TRIGGER: "ASO audit", "app store optimization", "optimize my app listing",
+  "improve app visibility", "app store ranking", "audit my listing", "why
+  aren't people downloading my app", "improve my app conversion", "keyword
+  optimization for app", "compare my app to competitors", an App Store or
+  Google Play URL, "/mkt aso". SKIP: conversion optimization of a web
+  landing page that drives installs -> landing/optimize-page; App Store /
+  Google Play ad creatives -> mkt/ad-creative; install attribution and
+  in-app event tracking -> mkt/analytics-report.
+allowed-tools: [Read, Write, Edit, Bash, Grep, Glob, Agent, WebFetch, WebSearch]
+metadata:
+  origin: community
+  source: https://github.com/coreyhaines31/marketingskills
+  license: MIT
+---
+
+<!-- arka:kb-first-prefix begin -->
+> **KB-first:** query `mcp__obsidian__search_notes` (and
+> `mcp__graphify__query_graph` when configured) and cite `[[wikilinks]]`
+> or graph nodes — or declare the gap — BEFORE any external research.
+> Full doctrine: `arka/SKILL.md` (KB-First Research).
+<!-- arka:kb-first-prefix end -->
+
+# ASO Audit — `/mkt aso`
+
+> **Agent:** Ana (SEO Specialist) | **Frameworks:** Weighted 6-Dimension Scoring, Brand Maturity Tiers, Apple/Google Play ASO specs
+
+**Context:** read the product marketing context first —
+`WizardingCode/Marketing/product-marketing.md` in Obsidian (KB-first),
+else the project-local `.agents/product-marketing.md`. If neither exists,
+offer to run `/mkt product-marketing`.
+
+Analyze App Store and Google Play listings against ASO best practices. Fetches
+live listing data, scores metadata, visuals, and ratings, then produces a
+prioritized action plan.
+
+## When to Use
+
+- User shares an App Store or Google Play URL
+- User asks to audit or optimize an app listing
+- User wants to compare their app against competitors
+- User asks about app store ranking, visibility, or download conversion
+
+## Phase 1 — Identify Store & Fetch
+
+### Detect store type from URL
+
+```
+Apple:  apps.apple.com/{country}/app/{name}/id{digits}
+Google: play.google.com/store/apps/details?id={package}
+```
+
+If the user gives an app name instead of a URL, search the web for:
+`site:apps.apple.com "{app name}"` or `site:play.google.com "{app name}"`
+
+### Fetch the listing
+
+Use WebFetch to retrieve the listing page. Extract every available field:
+
+**Apple App Store fields:**
+
+- App name (title) — 30 char limit
+- Subtitle — 30 char limit
+- Description (long) — not indexed for search, but matters for conversion
+- Promotional text — 170 chars, updatable without new release
+- Category (primary + secondary)
+- Screenshots (count, order, caption text)
+- Preview video (presence, duration)
+- Rating (average + count)
+- Recent reviews (visible ones)
+- Price / in-app purchases
+- Developer name
+- Last updated date
+- Version history notes
+- Age rating
+- Size
+- Languages / localizations listed
+- In-app events (if any visible)
+
+**Google Play fields:**
+
+- App name (title) — 30 char limit
+- Short description — 80 char limit
+- Full description — 4,000 char limit, IS indexed for search
+- Category + tags
+- Feature graphic (presence)
+- Screenshots (count, order)
+- Preview video (presence)
+- Rating (average + count)
+- Recent reviews (visible ones)
+- Price / in-app purchases
+- Developer name
+- Last updated date
+- What's new text
+- Downloads range
+- Content rating
+- Data safety section
+- Languages listed
+
+If WebFetch returns incomplete data (stores render client-side), note gaps and
+work with what's available. Ask the user to paste missing fields if critical.
+
+### Visual asset assessment
+
+WebFetch cannot extract screenshot images or caption text. **Take a screenshot
+of the listing page** to get visual data:
+
+1. Navigate to the listing URL and capture a full-page screenshot
+2. Assess the screenshot for: icon quality, screenshot count, caption text,
+   messaging quality, preview video presence, feature graphic (Google Play)
+3. If browser tools are unavailable, ask the user to share a screenshot of the
+   listing page
+
+**Promotional text (Apple):** This 170-char field appears above the description
+but is often indistinguishable from it in scraped HTML. If you cannot confirm
+its presence, note this and recommend the user check App Store Connect.
+
+---
+
+## Phase 1.5 — Assess Brand Maturity
+
+Before scoring, classify the app into one of three tiers. This determines how
+you interpret "textbook ASO" deviations — a deliberate brand choice by a
+household name is not the same as a missed opportunity by an unknown app.
+
+### Tier definitions
+
+| Tier            | Signals                                                                                                                              | Examples                                    |
+| --------------- | ------------------------------------------------------------------------------------------------------------------------------------ | ------------------------------------------- |
+| **Dominant**    | Household name, 1M+ ratings, top-10 in category, near-universal brand recognition. Users search by brand name, not generic keywords. | Instagram, Uber, Spotify, WhatsApp, Netflix |
+| **Established** | Well-known in their category, 100K+ ratings, strong organic installs, recognized brand but not universally known.                    | Strava, Notion, Duolingo, Cash App, Calm    |
+| **Challenger**  | Building awareness, <100K ratings, needs discovery through keywords and ASO tactics. Most apps fall here.                            | Your app, most indie/startup apps           |
+
+### How tier affects scoring
+
+**Dominant apps** get adjusted scoring in these areas:
+
+- **Title:** Brand-only or brand-first titles are valid (score 8+ if brand is the keyword). These apps don't need generic keyword discovery.
+- **Description:** Score purely on conversion quality, not keyword presence. If the app is a household name, a well-crafted brand description beats a keyword-stuffed one.
+- **Visual Assets:** Lifestyle/brand photography instead of UI demos is a legitimate conversion strategy. No video is acceptable if the product is hard to demo in 30s or brand awareness is near-universal.
+- **What's New:** Generic release notes at weekly+ cadence are acceptable (score 8+). At scale, detailed changelogs have minimal ROI and risk backlash.
+- **In-app events:** Missing events for utility apps with massive install bases (Uber, WhatsApp) is not a penalty. These apps don't need discovery help.
+- **Localization:** Score relative to actual market, not absolute count. A US-only fintech with 2 languages (English + Spanish) is appropriately localized.
+
+**Established apps** get partial adjustment:
+
+- Brand-first titles are fine but should still include 1-2 keywords
+- Strategic description choices get benefit of the doubt
+- Other dimensions scored normally
+
+**Challenger apps** are scored strictly against textbook ASO best practices — every character, screenshot, and keyword matters.
+
+**Key principle:** Before docking points, ask: "Is this a mistake or a deliberate
+choice by a team that has data I don't?" If the app has 1M+ ratings and a
+dedicated ASO team, assume their choices are data-informed unless clearly wrong.
+
+---
+
+## Phase 2 — Score Each Dimension
+
+Score each dimension 0-10 using the criteria in `references/scoring-criteria.md`.
+Apply the brand maturity tier adjustments from Phase 1.5.
+
+Reference files for platform specs and benchmarks:
+
+- `references/apple-specs.md` — Official Apple character limits, screenshot/video specs, CPP/PPO rules, rejection triggers
+- `references/google-play-specs.md` — Official Google Play limits, screenshot specs, Android Vitals thresholds, policies
+- `references/benchmarks.md` — Conversion data, rating impact, video lift, screenshot behavior, CPP/event benchmarks
+
+### Dimensions and Weights
+
+| #   | Dimension            | Weight | What It Covers                                                            |
+| --- | -------------------- | ------ | ------------------------------------------------------------------------- |
+| 1   | Title & Subtitle     | 20%    | Character usage, keyword presence, clarity, brand + keyword balance       |
+| 2   | Description          | 15%    | First 3 lines, keyword density (Google), CTA, structure, promotional text |
+| 3   | Visual Assets        | 25%    | Screenshot count/quality/messaging, video, icon, feature graphic          |
+| 4   | Ratings & Reviews    | 20%    | Average rating, volume, recency, developer responses                      |
+| 5   | Metadata & Freshness | 10%    | Category choice, update recency, localization count, data safety          |
+| 6   | Conversion Signals   | 10%    | Price positioning, IAP transparency, social proof, download range         |
+
+**Final score** = weighted sum, out of 100.
+
+### Score interpretation
+
+| Score  | Grade | Meaning                                                   |
+| ------ | ----- | --------------------------------------------------------- |
+| 85-100 | A     | Well-optimized; focus on A/B testing and iteration        |
+| 70-84  | B     | Good foundation; clear opportunities to improve           |
+| 50-69  | C     | Significant gaps; prioritized fixes will have high impact |
+| 30-49  | D     | Major optimization needed across multiple dimensions      |
+| 0-29   | F     | Listing needs a complete overhaul                         |
+
+---
+
+## Phase 3 — Competitor Comparison (Optional)
+
+If the user provides competitor URLs or asks for comparison:
+
+1. Fetch 2-3 top competitors in the same category
+2. Run the same scoring on each
+3. Build a comparison table highlighting where the user's app is weaker/stronger
+4. Identify keyword gaps — terms competitors rank for that the user's app doesn't target
+
+If no competitors are specified, suggest the user provide 2-3 or offer to search
+for top apps in their category.
+
+---
+
+## Phase 4 — Generate Report
+
+Use the template in `references/report-template.md` to structure the output.
+
+The report must include:
+
+1. **Score card** — table with all 6 dimensions, scores, and grade
+2. **Top 3 quick wins** — changes that take <1 hour and have highest impact
+3. **Detailed findings** — per-dimension breakdown with specific issues and fixes
+4. **Keyword suggestions** — based on title/description analysis and competitor gaps
+5. **Visual asset recommendations** — specific screenshot/video improvements
+6. **Priority action plan** — ordered list of changes by impact vs effort
+
+### Report rules
+
+- Every recommendation must be **specific and actionable** ("Change subtitle from X to Y" not "Improve subtitle")
+- Include character counts for all text recommendations
+- Flag platform-specific differences (Apple vs Google) when relevant
+- Note what CANNOT be assessed without paid tools (search volume, exact rankings)
+- When suggesting keyword changes, explain WHY each keyword matters
+
+---
+
+## Platform-Specific Rules
+
+### Apple App Store — Key Facts
+
+- Title (30 chars) + Subtitle (30 chars) + Keyword field (100 **bytes**, hidden) = indexed text
+- Keywords field is bytes not chars — Arabic/CJK use 2-3 bytes per char
+- Long description is NOT indexed for search — optimize for conversion only
+- Promotional text (170 chars) does NOT affect search (Apple confirmed)
+- Never repeat words across title/subtitle/keyword field (Apple indexes each word once)
+- Keyword field: commas, no spaces ("photo,editor,filter" not "photo, editor, filter")
+- Screenshots: up to 10 per device. First 3 visible in search — 90% never scroll past 3rd
+- Screenshot captions indexed since June 2025 (AI extraction)
+- In-app events: max 10 published at once, max 31 days each. Indexed and appear in search
+- Custom Product Pages (up to 70) in organic search since July 2025. +5.9% avg conversion lift
+- App preview video: up to 3, 15-30s each. Autoplays muted — +20-40% conversion lift
+- SKStoreReviewController: max 3 prompts per 365 days
+- Apple has human editorial curation — quality and design matter more
+- See `references/apple-specs.md` for full specs, dimensions, and rejection triggers
+
+### Google Play — Key Facts
+
+- Title (30 chars) + Short description (80 chars) + Full description (4,000 chars) = indexed text
+- Full description IS indexed — target 2-3% keyword density naturally
+- No hidden keyword field — all keywords must be in visible text
+- Google NLP/semantic understanding — keyword stuffing detected and penalized
+- Prohibited in title: emojis, ALL CAPS, "best"/"#1"/"free", CTAs (enforced since 2021)
+- Screenshots: min 2, **max 8** per device (not 10 like Apple)
+- Feature graphic (1024x500, exact) required for featured placements
+- Video does NOT autoplay — only ~6% of users tap play (low ROI vs iOS)
+- Android Vitals directly affect ranking: crash >1.09% or ANR >0.47% = reduced visibility
+- Promotional Content: submit 14 days early for featuring. Apps see 2x explore acquisitions
+- Custom Store Listings: up to 50 (can target churned users, specific countries, ad campaigns)
+- Store Listing Experiments: test up to 3 variants, run 7+ days, 1 experiment at a time
+- See `references/google-play-specs.md` for full specs and policy details
+
+### What Apple Indexes vs What Google Indexes
+
+| Field                 | Apple Indexed?   | Google Indexed?        |
+| --------------------- | ---------------- | ---------------------- |
+| Title                 | Yes              | Yes (strongest signal) |
+| Subtitle / Short desc | Yes              | Yes                    |
+| Keyword field         | Yes (hidden)     | Does not exist         |
+| Long description      | No               | Yes (heavily)          |
+| Screenshot captions   | Yes (since 2025) | No                     |
+| In-app events         | Yes              | N/A (LiveOps instead)  |
+| Developer name        | No               | Partial                |
+| IAP names             | Yes              | Yes                    |
+
+---
+
+## Common Issues Checklist
+
+Flag these if found. Items marked _(tier-dependent)_ should be evaluated against
+the app's brand maturity tier — they may be deliberate choices for Dominant apps.
+
+**Always flag (all tiers):**
+
+- [ ] Rating below 4.0
+- [ ] Last update > 3 months ago
+- [ ] Google Play description has no keyword strategy (under 1% density)
+- [ ] Google Play missing feature graphic
+- [ ] Apple keyword field likely has repeated words (inferred from title+subtitle)
+- [ ] Category mismatch — app would face less competition in a different category
+- [ ] Fewer than 5 screenshots
+
+**Flag for Challenger/Established only** _(not mistakes for Dominant apps):_
+
+- [ ] Title wastes characters on brand name only (no keywords) _(Dominant: brand IS the keyword)_
+- [ ] Subtitle/short description duplicates title keywords
+- [ ] Description first 3 lines are generic _(Dominant: may be brand-voice choice)_
+- [ ] No preview video _(Dominant: may be rational if product is hard to demo)_
+- [ ] Screenshots are just UI dumps with no messaging/captions _(Dominant: lifestyle/brand shots may convert better)_
+- [ ] Only 1-2 localizations _(score relative to actual market, not absolute count)_
+- [ ] No in-app events or promotional content _(Dominant utility apps may not need discovery help)_
+
+**Flag for all tiers but note context:**
+
+- [ ] No developer responses to negative reviews _(note volume — responding at 10M+ reviews is a different challenge than at 1K)_
+- [ ] Generic "What's New" text _(acceptable at weekly+ release cadence for Established/Dominant)_
+
+---
+
+## Task-Specific Questions
+
+1. What is the App Store or Google Play URL?
+2. Is this your app or a competitor's?
+3. What category does the app compete in?
+4. Do you have competitor URLs to compare against?
+5. Are you focused on search visibility, conversion rate, or both?
+6. Do you have access to App Store Connect or Google Play Console data?
+
+---
+
+## Related ArkaOS skills
+
+- **`landing/optimize-page`** — conversion optimization of the web landing pages that drive app installs.
+- **`mkt/ad-creative`** — App Store and Google Play ad creatives.
+- **`mkt/analytics-report`** — install attribution and in-app event tracking.
+- **`mkt/customer-research`** — user needs and language to inform listing copy.

package/departments/marketing/skills/aso/references/apple-specs.md

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+# Apple App Store — Official Specs & Guidelines
+
+All data from developer.apple.com as of March 2026.
+
+## Character Limits
+
+| Field                   | Limit            | Indexed for Search?      | Notes                                                    |
+| ----------------------- | ---------------- | ------------------------ | -------------------------------------------------------- |
+| App Name                | 30 chars (min 2) | Yes                      | Must be unique; no trademarks, competitor names, pricing |
+| Subtitle                | 30 chars         | Yes                      | No unverifiable claims                                   |
+| Keywords                | 100 bytes        | Yes (hidden)             | Commas, no spaces between terms                          |
+| Description             | 4,000 chars      | **No**                   | Plain text only, no HTML                                 |
+| Promotional Text        | 170 chars        | **No** (Apple confirmed) | Updatable without new version                            |
+| What's New              | 4,000 chars      | No                       | Required for all versions after first                    |
+| IAP Name                | 35 chars         | Yes                      | Appears in search                                        |
+| IAP Description         | 55 chars         | No                       |                                                          |
+| In-App Event Name       | 30 chars         | Yes                      | Title case required                                      |
+| In-App Event Short Desc | 50 chars         | Yes                      | Sentence case                                            |
+| In-App Event Long Desc  | 120 chars        | No                       | Sentence case                                            |
+
+**Keywords field is 100 bytes, not 100 characters.** Non-Latin scripts (Arabic,
+Chinese, Japanese, Korean) use 2-3 bytes per character, reducing effective
+keyword count significantly.
+
+## Screenshot Specs
+
+| Device           | Required?     | Count | Dimensions (portrait)      |
+| ---------------- | ------------- | ----- | -------------------------- |
+| 6.9" iPhone      | **Required**  | 1-10  | 1260 x 2736                |
+| 13" iPad         | **Required**  | 1-10  | 2064 x 2752                |
+| Mac              | If applicable | 1-10  | Up to 2880 x 1800 (16:10)  |
+| Apple Watch      | If applicable | 1-10  | Varies by model            |
+| Apple TV         | If applicable | 1-10  | 1920 x 1080 or 3840 x 2160 |
+| Apple Vision Pro | If applicable | 1-10  | 3840 x 2160                |
+
+- Formats: JPEG, PNG
+- Apple auto-scales from required base sizes to smaller devices
+
+## App Preview Video Specs
+
+- **Count:** Up to 3 per app
+- **Duration:** 15-30 seconds
+- **Max file size:** 500 MB
+- **Codecs:** H.264 (10-12 Mbps, up to 30fps) or ProRes 422 HQ
+- **Audio:** Stereo, 256 kbps AAC or PCM, 44.1/48 kHz
+- **Formats:** .mov, .m4v, .mp4
+- **Behavior:** Autoplays muted on product page (iOS 11+)
+
+## Custom Product Pages (CPPs)
+
+- **Max:** 70 additional pages (plus 1 default)
+- **Customizable:** Screenshots, promotional text, app previews, deep links (iOS 18+)
+- **Keywords:** Each keyword combo must be unique to a single CPP
+- **Review:** Submitted to App Review independently of app updates
+- **Organic search:** CPPs appear in organic search results since July 2025
+- **Performance:** +2.5 percentage points higher conversion on average vs default
+
+## Product Page Optimization (A/B Testing)
+
+- **Treatments:** Up to 3 vs original
+- **Testable:** App icons, screenshots, app preview videos
+- **NOT testable:** Title, subtitle, description, keywords
+- **Concurrent tests:** 1 per app
+- **Max duration:** 90 days
+- **Icon constraint:** All icon variants must be in the published app binary
+- **Confidence:** Apple recommends 90% threshold (Bayesian method)
+- **Cannot modify** a test once started
+
+## In-App Events
+
+- **Max approved:** 15 in App Store Connect at once
+- **Max published:** 10 on App Store simultaneously
+- **Max duration:** 31 days per event
+- **Pre-event promotion:** Up to 14 days before start
+- **Badge types:** Challenge, Competition, Live Event, Major Update, New Season, Premiere, Special Event
+
+**Event card image:** 16:9, min 1920x1080, max 3840x2160
+**Event details image:** 9:16, min 1080x1920, max 2160x3840
+
+**Not suitable:** Repetitive daily tasks, price promotions without new content, general awareness campaigns.
+
+## Ratings & Reviews
+
+- **SKStoreReviewController:** Max 3 prompts per 365-day period
+- System controls display frequency (may show fewer than 3)
+- Do not use custom buttons to request reviews
+- Developers can respond to all reviews in App Store Connect
+- Summary rating is territory-specific
+
+## Metadata Rejection Triggers (App Review Guidelines)
+
+| Guideline | Rejection Trigger                                                         |
+| --------- | ------------------------------------------------------------------------- |
+| 2.3.1     | Hidden features, misleading marketing, false pricing                      |
+| 2.3.2     | Not disclosing IAPs in description/screenshots                            |
+| 2.3.3     | Screenshots that don't show app in use (only splash/login)                |
+| 2.3.4     | Preview videos using non-app content                                      |
+| 2.3.5     | Wrong category selected                                                   |
+| 2.3.7     | Keyword stuffing: trademarks, competitor names, pricing, irrelevant terms |
+| 2.3.8     | Metadata not appropriate for all audiences (must be 4+ rated)             |
+| 2.3.10    | Other platform names/imagery (Android, etc.) in metadata                  |
+| 2.3.12    | Generic What's New for significant changes                                |
+| 2.3.13    | Inaccurate in-app event metadata                                          |
+
+Sources: developer.apple.com/app-store/product-page/,
+developer.apple.com/app-store/search/,
+developer.apple.com/app-store/review/guidelines/

package/departments/marketing/skills/aso/references/benchmarks.md

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+# ASO Benchmarks & Conversion Data
+
+Industry data from AppTweak, SplitMetrics, Sensor Tower, and others. Updated March 2026.
+
+## Conversion Rate Benchmarks by Category
+
+**Average CVR (page view to install):**
+
+- iOS overall: **25.0%**
+- Google Play overall: **27.3%**
+
+| Category          | iOS CVR        | Google Play CVR |
+| ----------------- | -------------- | --------------- |
+| Navigation        | 115%\*         | --              |
+| Auto & Vehicles   | --             | 70.5%           |
+| Business          | 66.7%          | --              |
+| Music (Games)     | --             | 45.0%           |
+| Utilities & Tools | --             | 36.8%           |
+| Shopping          | --             | 27.7%           |
+| Health & Fitness  | --             | 23.2%           |
+| Finance           | --             | 19.7%           |
+| Food & Drink      | --             | 13.1%           |
+| Games (Board)     | 1.2%           | 7.3%            |
+| Games (overall)   | 3-5% realistic | --              |
+
+\*Above 100% = some users install from search without visiting product page.
+
+Source: AppTweak 2025 Benchmarks Report (H1 2024 data, US market)
+
+## Rating Impact on Conversion
+
+| Rating Change              | Conversion Impact                       |
+| -------------------------- | --------------------------------------- |
+| 3.0 to 4.0 stars           | **+89%**                                |
+| 4.0 to 4.5 stars           | **+20-30%**                             |
+| 4.3 to 4.6 stars           | **+22-28%** (Finance, Health)           |
+| 0.4-star gap vs competitor | **~25% lost installs** from same search |
+| 3-star vs 5-star app       | **50% fewer conversions** for 3-star    |
+
+**Critical thresholds:**
+
+- **4.0 stars** = minimum for Apple featuring, user trust, conversion viability
+- **4.5+ stars** = optimal zone. Sweet spot: 4.1-4.9
+- **5.0 stars** can look suspicious to users
+- **Below 3.5** = sharp visibility drop on both stores
+- **79% of users** check ratings before downloading
+- **50% reject** apps below 3 stars
+
+Sources: AppFollow, MobileAction, Sensor Tower, Troof.ai
+
+## Preview Video Impact
+
+**iOS:** +20-40% conversion lift (video autoplays on product page)
+**Google Play:** Minimal lift (only ~6% of visitors tap to play)
+
+- Autoplay introduced in iOS 11 caused **+47% conversion jump**
+- Users who watch video are **2x more likely to install**
+- Average watch time: **4-6.5 seconds** (first 5 seconds are critical)
+- 50%+ of viewers watch to the end
+
+**Takeaway:** Video is high-ROI on iOS, low-ROI on Google Play.
+
+Sources: StoreMaven, SplitMetrics, Leanplum
+
+## Screenshot Impact
+
+- **90% of users** do not scroll past the 3rd screenshot
+- Average scroll rate: only **17%**
+- Users spend **6-10 seconds** scanning before deciding
+- **First screenshot decides everything**
+- Well-designed screenshots lift conversion **20-35%**
+- A/B test winners see **10-25% improvement**
+- **Optimal count:** 4-5 for utility apps, 5-6 for complex apps
+- More than 6: diminishing returns, can cause decision paralysis
+- Top 200 apps update screenshots **2-4 times/year**
+- Top Google Play games update visuals **up to 8x/year**
+- **57% of top games** A/B tested screenshots at least 2x in 2024
+
+Sources: AppTweak, ASOMobile, Sensor Tower
+
+## Custom Product Pages (Apple CPPs)
+
+- Average conversion lift: **+5.9% for apps**, **+3.5% for games**
+- Best cases: up to **+8.6%**
+- Organic referral: **+2.5 percentage points** (156% lift vs 1.6% baseline)
+- Apple Ads CPP CVR: **55.8% in 2024** (up from 42.1% in 2023)
+- **Only 31% of apps** and **26% of games** use CPPs (low adoption = opportunity)
+- Screenshot reordering alone produced **+16.6% installs** in one case
+
+Sources: AppTweak, SplitMetrics, MobileAction
+
+## Custom Store Listings (Google Play CSLs)
+
+- Up to **50 custom versions** per app
+- Case study (Lockwood/Avakin Life): **+57% CVR** over 2 months
+- Can target inactive/churned users (28+ days no activity)
+
+Source: Phiture, MobileAction
+
+## In-App Events (Apple)
+
+- **55% of top 200 apps** use them regularly
+- +**15-20% more impressions** from editorial/browse placements
+- One case: **+124% surge** in total impressions
+- One case: **+50% impressions AND first-time downloads**
+- Search CVR uptick: **+10.3%**
+- Re-downloads increase: **+15.5%**
+- **Boost is short-lived** -- KPIs drop to baseline when event ends
+- Optimal: **2-4 active events per month**
+
+Sources: Phiture, AppTweak, Appalize
+
+## Promotional Content (Google Play)
+
+- Apps with featuring see **2x explore acquisitions** (official Google)
+- +2% 28-day active users and +4% revenue on average
+
+Source: Google Play Console documentation
+
+## A/B Test Impact Thresholds
+
+| Improvement | Classification                     |
+| ----------- | ---------------------------------- |
+| >10%        | Strong winner -- apply immediately |
+| 5-10%       | Meaningful winner                  |
+| 2-5%        | Marginal winner                    |
+| <2%         | Noise -- not significant           |
+
+Source: SplitMetrics, MobileAction