How introducing an app store video improved my onboarding conversion rates by 3%

I recently added a video to our app stores to walk our visitors through the app and the different products within. We had some fascinating results. Although we saw a minor fall in CVR% on the product page (A/B tested on the play store), onboarding rates increased by 3 percentile down the funnel 🤯.

Lesson: educating + managing user expectations is key to user activation.