Great post and great illustration of the value in focusing on the top of funnel with a/b testing and optimization. A key part of testing on the Play Store is to simply run a test on each part of your page as quickly as possible.

By individually testing your header image, tagline, short description, video, screenshots and long description with reasonable alternatives, you can spot the weakest areas (or the areas with the most opportunity) and dive in deeper with more creative and researched tests.