# App Store growth experiment plan

Use this only after each product page is live and a baseline has been recorded. Do not change screenshots, icons, paid traffic, and pricing simultaneously; the result becomes impossible to interpret.

Official references:

- Featuring nominations: https://developer.apple.com/help/app-store-connect/manage-featuring-nominations/nominate-your-app-for-featuring/
- Custom product pages: https://developer.apple.com/app-store/custom-product-pages/
- Product page optimization: https://developer.apple.com/app-store/product-page-optimization/
- App Analytics campaign measurement: https://developer.apple.com/help/app-store-connect/view-app-analytics/manage-campaigns/

## Baseline gate

Before the first experiment, record at least seven days of:

- impressions
- product page views
- downloads
- product page conversion
- proceeds
- source / campaign
- territory
- device
- D1 and D7 retention where available
- rating, review count, and repeated review themes

If traffic is too low for a meaningful result, improve qualified reach before interpreting small percentage swings.

## Glowtide

### Custom product page A: Meet the Glows

- Audience: cozy, merge, and collectible-creature players
- First screenshot promise: Launch adorable glows through a living reef
- Supporting sequence: creature tiers, Living Atlas, rotating reefs, Sanctuary
- Matched channels: Instagram, TikTok/Reels, cozy-game press

### Custom product page B: Daily Tide

- Audience: score chasers and daily-game players
- First screenshot promise: The same 50 launches for everyone
- Supporting sequence: pressure line, chains, tide powers, ranked result
- Matched channels: Reddit, X/Threads, daily-game communities

### Product page optimization test

- Control: current screenshot 1
- Treatment: gameplay-first screenshot showing the launch path, creature merge, and pressure line in one frame
- Decision: keep only if the treatment improves conversion at Apple's stated confidence threshold and does not reduce qualified retention.

## Tenward

### Custom product page A: Make Exactly 10

- Audience: casual math and daily-puzzle players
- First screenshot promise: Trace touching tiles that total exactly 10
- Supporting sequence: longer routes, Daily Ten, six modes, missions
- Matched channels: puzzle press, Instagram/Reels, broad daily-puzzle outreach

### Custom product page B: Find the Clean Route

- Audience: mastery and score-optimization players
- First screenshot promise: The obvious 10 is not always the best 10
- Supporting sequence: clean-run grade, archive, ranked score, challenge progress
- Matched channels: Reddit, X/Threads, puzzle-solving communities

### Product page optimization test

- Control: current screenshot 1
- Treatment: a single annotated board with one valid route visually highlighted
- Decision: keep if conversion improves without an increase in early reviews saying the rule was unclear.

## One Good Thing

### Custom product page A: Free Forever

- Audience: people exhausted by subscriptions and guilt-based habit apps
- First screenshot promise: No subscription. No streak punishment. Nothing to buy.
- Supporting sequence: Tiny / Steady / Bold, private journal, gentle reminder
- Matched channels: Product Hunt, maker/founder channels, consumer-tech press

### Custom product page B: Grow a Year of Good Days

- Audience: reflective wellness, journaling, and lifestyle users
- First screenshot promise: One small action today; a grove across the year
- Supporting sequence: today's action, journal, grove stages, missed-day philosophy
- Matched channels: Instagram, wellness newsletters, human-interest press

### Product page optimization test

- Control: current screenshot 1
- Treatment: the Tiny / Steady / Bold choice as the first screenshot
- Decision: keep if conversion rises and D1 retention does not fall; the promise must match the first session.

## Portfolio campaign structure

Use one campaign or custom product page per meaningful promise, not per individual social post.

- `cozy-creatures`: Glowtide creature/reef creative
- `daily-puzzle`: Tenward, Wordward, and Nineward daily hooks
- `gravity-skill`: Orbitfall, Ward, and Starward gravity mechanics
- `mobile-roguelite`: Ionstorm, Corebreak, Massward, and Sumward progression
- `pressure-free`: One Good Thing's free, private, no-guilt promise
- `one-health-dashboard`: PlateStack's combined food/training/habits promise

## Weekly decision rules

- Scale a campaign only when it has both qualified conversion and acceptable retention.
- Rewrite or rematch creative when click-through is strong but product-page conversion is weak.
- Fix onboarding or expectation mismatch when conversion is strong but D1 retention is weak.
- Do not buy more impressions to solve a conversion or retention problem.
- Archive the losing treatment and write the learned promise into the command-center workbook.
