The Happy People Role refers to the use of smiling people in creatives, to imply that they are enjoying the app and to evoke the feeling that the viewer will enjoy it as well
FREMONT, CA: Digital marketing firm yellowHEAD has shifted its focus on edX's Feature Graphic in the Google Play Store. The team tested brand colors against the white Feature Graphic and came out with flying colors. Since then, the team has attempted to add warmth and personalization to the screenshots that, at the time, had a solid background color. The company's creative team added a gradient to the background and showcased images of people holding their phones. With successful results in the main markets, edX has applied this design worldwide with local texts.
"yellowHEAD is a performance marketing company that uses advanced in-house technologies, a talented creative studio, and a great team of marketers to enhance our partners’ growth efforts. We have been in the industry for more than seven years, and our experience in catering to a diverse clientele, including eCommerce, communication, and gaming, makes us competitive in this space," said Gal Bar, Founder, and Co-CEO of yellowHEAD.
With the positive test results in mind, the team of experts at yellowHEAD decided to go back and strategically test Feature Graphic versions that combine the attractive features, colorful background, and personalization. The team was able to create graphics that showed people's faces by maximizing the available space. This was achieved using an industry best practice known as The Happy People Role.
The Happy People Role refers to the use of smiling people in creatives, to imply that they are enjoying the app and to evoke the feeling that the viewer will enjoy it as well. The test results confirmed the theory, with increased conversion rates. yellowHEAD’s ASO team was also curious to see how graphics that included different genders and ethnicities would perform across a variety of localized audiences. The test results varied a lot between the different countries, proving that not only do you need to localize texts in descriptions, but the visual content in graphics as well.
In addition to the main English markets, the company continued optimizing the relevant markets for edX by focusing on specific education institutes in texts and graphics. yellowHEAD was listed as one of the Top Google Marketing Consulting Companies for 2020 by CIO Applications Magazine.