Google Play Developer App Marketing Strategy-Why App download decreased after icon change?

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It is hard to pin down an exact reason. Maybe it was too similar to another app icon or simply new users didn’t like it as much.

You can run A/B tests in the store listings, it’s a hidden menu. Click Store Listing and beneath that, you should see experiments. You can run up to 4 icons (for example) and see which gets more downloads. This also works with the promotional video, screenshots, short app listing and full app listing.

There are a lot of customization choices as well.

I would make a few iterations of the logo, with different elements removed. I think the new one is a little too busy. try removing the phone on the left and right and see how users respond.

Sources:

Run A/B tests on your store listing

Increase installs with Store Listing Experiments

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