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Comment by martian | Hacker News Reader

It helps that the design of the new Dwellable is very similar to the popular magazine Dwell. I wonder how much of the gain is due to brand recognition of a different brand?

- Similar san-serif lowercase font

- Large-format images of modern homes

- Almost-identical name :-)

Of course, you should always be A/B testing, and congrats on the conversion increase.

[edit: formatting]

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If one data point matters: I occasionally rent vacation homes and am probably in the target demographic for that app. But I've frankly never heard of "Dwell" and certainly wouldn't recognize their brand artwork.

This is an app targetted at essentially the whole of the US upper middle class; is copying a niche magazine really going to matter much?

> This is an app targetted at essentially the whole of the US upper middle class;

That is pretty much Dwell's market demographic, too.

Sure, but that's not the same thing as saying everyone in the demographic has seen it. Wikipedia has an old number giving their circulation at 260k. That's just noise. There's no benefit gained by copying their artwork, so I think positing that as the reason for the effect just has to be wrong.

Now, this would change if this was an app for a small niche market and the magazine targetted the same people. Then the target users would likely have seen it and there would be benefit. But not here.

A/B testing on Google Play is fairly difficult, as you can only ever have one version uploaded and it takes a few hours for any changes to be made available publicly.

i've never seen or even heard of dwell, but my eye would have glided over the first image without even noticing it, and been arrested by the second one.

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