App icons often get treated as “just branding.” But in reality, they’re one of the strongest conversion levers in App Store Optimization (ASO).
In early 2025, REPLUG’s ASO team ran a series of icon A/B tests for Golden Surveys and MultiPolls. The results?
- Up to +13.4% uplift in retained installs
- Higher conversion rates across key storefronts
- More clarity for users in the crowded “make money” category
All from carefully planned icon changes — not massive redesigns.
Here’s exactly how we did it (and why it worked).
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TL;DR
- Money-first icons beat abstract visuals in driving installs.
- U.S.-first testing ensured clean, confident results.
- Color psychology (purple and green) nudged conversion lifts up to +7.3%.
- Tests ran for 7–10 days with statistically significant wins.
- Icon clarity improved overall CVR, boosting both organic ASO and paid UA synergy.
The Challenge: Standing Out with Just One Visual
Golden Surveys and MultiPolls both faced the same problem:
- Highly competitive categories (survey & rewards).
- Users bombarded with similar “make money” promises.
- Icons that looked polished but didn’t communicate value instantly.
“We had to decide — do we show how users earn (surveys) or just the result (money)? Testing showed the money-first approach performed better.” — Nikoloz Khatiashvili, ASO Specialist at REPLUG
The Strategy: Test What Matters First
1. Deciding What to Test
- Competitor Analysis: Reviewed top icons in the category.
- Priority Elements: Value clarity > design complexity.
- Approach: Test survey + money combo, money-first, and abstract versions.
- Finding: Direct money symbols resonated strongest.
2. Focused Market Testing
- Tests launched first in the U.S., ensuring results weren’t diluted by global noise.
- Planned separate tests later for Brazil and other markets.
3. Clear Timelines for Reliable Wins
- Each test ran for 7–10 days.
- Winning icons showed immediate growth curves, avoiding 50/50 inconclusive outcomes.
4. Synergy with Paid UA
While the main focus was ASO, the uplift in conversion rate suggested positive spillover into paid UA performance, thanks to consistent creative signals.
Case Study Results
Golden Surveys — Abstract Coin → Cash Bills
- Variant: Green bills with sparkles on gold gradient.
- Result: +9.3% retained installs | +1.8% CVR lift.
- Clearer value messaging translated directly to more engaged users.
Golden Surveys — Green Bills → Purple Bills
- Variant: Richer purple-toned icon, higher contrast.
- Result: +7.3% retained installs | +1.4% lift at 90% confidence.
- Color psychology proved small tweaks can deliver big wins.
MultiPolls — Checklist → Money Symbol ($)
- Variant: Dollar sign with original color scheme.
- Result: +13.4% retained installs | +0.7% CVR lift.
- Instant clarity drove stronger CTR-to-install efficiency.
Key Takeaways for ASO Teams
- Clarity beats creativity: Icons that show money outperform abstract designs.
- Test one market first: U.S. storefront testing gives cleaner insights.
- Don’t ignore color psychology: Purple and green boosted trust and relevance.
- Short tests can be decisive: 7–10 days was enough to confirm winning variants.
ASO & Paid UA work better together: Icon changes that lift CVR help across all acquisition channels.
FAQ
- 1. How much traffic do you need for icon A/B testing?
Enough to achieve statistical significance within 7–10 days, usually a few thousand impressions, depending on store volume.
- 2. Should you test icons globally or per market?
Always start per market. Wins in the U.S. may not translate to Brazil or Asia due to cultural and visual differences.
- 3. Can icon changes affect retention?
Directly, not much — but icons that set clear expectations improve initial conversion and often lead to more qualified installs.
Final Thought
Most app teams treat icons as a branding afterthought. We treat them as a growth lever.
These tests for Golden Surveys and MultiPolls prove that even micro-changes in visuals can unlock thousands of retained installs when backed by strategy, testing discipline, and user psychology.
👉 Curious if your app icon is costing you installs?
Let REPLUG’s ASO team audit your visuals and strategy today. Book a call.
