App A/B Testing

Posted in May 2017 by Alexandra Lamachenka

App Store Optimization Guide

Modifications & familiar Keywords

A/B Testing, Split-testing

Keyword Meaning

App A/B testing (Split-testing) is a method of hypothesis checking in which two options are compared in order to determine which one performs better.

An audience is distributed equally among two variations of a store page element (icon, screenshots, title, short description, etc.). Each audience member acts like an average user would. Thus, you identify which version has the best conversion rate.

By running app A/B experiments and implementing results, app developers:

  • Understand behavioral patterns of different user segments.
  • Improve an app conversion rate (an average app conversion rate is 26%).
  • Boost organic traffic.

Сrafting an A/B testing strategy

It’s important to figure out each subsequent move before proceeding with A/B testing of an app. Here are essential elements of any A/B testing strategy:

1. Analysis and brainstorming

There’s no use running an A/B test without a solid hypothesis which should be based on thorough research. It’s necessary to set goals and formulate what kind of experiment you want to conduct. Use the ASO checklist to identify points of optimization.

2. Creating variations

On this step, you should prepare variations layout in accordance with the hypothesis you plan to test.

3. Running the experiment

You have to specify target audience and drive these users to your app store page variations.

Example A/B Testing of Screenshots

4. Results evaluation

You find out who’s the winner on this step. You should also analyze how users interacts with your page and what makes them click “Install” button.

5. Implementing collected data

If your experiment identified an implicit winner you can either implement changes in the store straight away or use these data in succeeding tests.

6. Running follow-up experiments

Any app store is an ever-changing system. That’s why it’s vital to have your finger on the pulse and keep testing even when results of initial tests helped attain your aims. There are always perspectives for growth.

App A/B testing platforms

App A/B testing may present considerable difficulties though. Thankfully, there are a few genuinely efficient tools out there.

SplitMetrics is the leading A/B testing platform. You can test every single product page element both for App Store and Google Play apps there. It also allows to run pre-launch experiments, which give you a chance of preparing for a new app release in the best possible way.

If you work with Android apps only, you can opt for Google Play Experiments then. Facebook ads is another way of testing different screenshots and icons design concepts.

The importance of app A/B testing

Many publishers underestimate store page elements impact on conversion.

The truth is that optimizing your app’s page, you don’t only maximize its performance on paid traffic but also have a positive longtime effect upon organic users without extra cost. Let alone useful analytical insights which should be applied in further perfecting of your ASO strategy.

See also

App Store Product Page
Visuals

The ultimate Guide for App Store Screenshots
5 Rocking App Icons and How to Make your Own
How we A/B tested and Optimized 2016’s App of the Year)

Guest Author
Alexandra Lamachenka
Alexandra Lamachenka is the Head of Marketing at SplitMetrics, an app A/B testing tool trusted by Rovio, MSQRD, Prisma and Zeptolab. She shows mobile app development companies how to hack app store optimization by running A/B experiments and analyzing results.