Updated: December 19, 2018
Users come to Google Play and Apple’s App Store for the same purpose – to Install an app. The elements you find there are basically the same – an icon, image gallery, descriptions, reviews, and maybe a video.
And yet, the layout of these elements is different, which causes some striking behavioral differences between the two stores. We ran a series of tests comparing Google Play to the App Store, in which all other elements remained the same – same targeting, same creatives, same product – and this is what we found:
Perhaps the most significant difference between Google Play and iOS is that Google Play users are 40% more likely to show decisive behavior. This comes down to layout. With a prominent Feature Graphic at the top of the page and the screenshot gallery dipped beneath the fold, users get a more complete visual picture in Google Play. In iOS, on the other hand, there is a visible, scrollable image gallery to complete your messaging. What this means for you is that in Google Play, you need to focus the majority of your resources on the elements that Decisive Visitors see – the Featured Graphic, Icon, Rating and Short Description (1 – 2 lines before “Read More”). These elements need to have your best USPs and messages.
Knowing these differences will help structure your testing priorities. In the App Store, you want to focus first and foremost on your image gallery. In Google Play, the highest priority should be given to both your Featured Graphic and Video.