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

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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