Android Developer Story: Wallapop increases installs with store listing experiments on Google Play


[gentle music] Gomez: Wallapop is app with a simple concept. Just consists on a flea market on your mobile phone and every item is localized. On your mobile device, Wallapop simulates a walk around your neighborhood and you start discovering the stuff that your neighbors are selling. Really provides this impulsive buying behavior. Very different to common classified experience. There was a point of my life when I decided it’s time to start a new challenge.

So I decided to start Wallapop in Barcelona. The day one we were only two people and after one month of the development we achieved the number one position in Spain in the Play Store. One of the keys of Wallapop has been its simplicity. People from 15 year olds to 60 has been selling stuff on the Wallapop site. And more than 70% of our users come from the Android platform. Gui: My name is Marta and I work on Wallapop as a growth hacking manager. We started using store listing experiments one year ago and after testing we optimized the organic downloads by 17%. At the beginning we started testing too much things at the same time, so result wasn’t congruent so we decided to test step-by-step. What we decided to test first was the short description. And we optimized 6% of organic downloads. For the next test was with our Business Intelligence Team and they told us which were the top sold products. So we did four different experiments with the four highlighted products to test how attractive it was for the users. What we found out while testing this is that there were two type of users: the decisive users and the experienced users.

So what we did is to work on a cover that will be very recognizeable for this decisive users using the main slogan of Wallapop and the things that they saw on the TV ad. We even test shuffling the screens to see what effect this will have and we see very good results. When creating your Google Play store page you have to think about the first impression because it might be the only chance you have to convince a user to download your app.

Gomez: Since we started Wallapop we have grown a very huge family. This incredible success has been something that is gonna happen once in a lifetime and I’m very grateful to have been able just to lead all this team. It has been the toughest and the greatest experience of my life..

As found on Youtube