The Significance of A/B Testing

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It is a visitor put up by Dave Bell, CEO and co-founder of Gummicube

You’ve efficiently optimized your app following the very best practices of App Retailer Optimization and present traits, now what? Because the traits change over time, so too ought to your metadata and creatives. Experimentation of metadata and inventive parts (then implementing the successful variations) turns into crucial to carry out and preserve visibility amongst rivals.

Builders ought to look to check variations of present copy and creatives, and be taught from the findings to create new iterations for testing. Creating iterations that incorporate seasonal language and/or imagery may additionally be an impactful change.

Traditionally, solely Google Play had the flexibility to A/B check as much as three variants towards the present itemizing. Nevertheless, with the launch of Apple’s Product Web page Optimization function, a doorway has been opened to builders on iOS.

Testing Metadata and Inventive Units

When creating the variations for testing, it’s essential to make sure that the copy or artistic units that will probably be examined are following common finest practices.

Copy Greatest Practices:

The app’s copy, whether or not it’s the quick description, full description or screenshot textual content, needs to be straightforward to learn and perceive.

  • Screenshot copy needs to be clear, concise, and relate on to what the UI is exhibiting.
  • Description copy needs to be optimized for readability, however nonetheless embody related key phrases in your focused demographic.

Inventive Greatest Practices:

The app’s artistic set, whether or not that be the icon, screenshots, video, or function graphic, ought to comply with common finest practices as nicely.

  • Screenshots ought to at all times present an correct illustration of what the app will present a person.
  • Screenshot order ought to depict the app’s core function in the beginning, adopted by extra screenshots.
  • Icons ought to have one or two key parts and stay clutter-free. It’s a small area, so extra element doesn’t make it higher.
  • Movies ought to create curiosity in addition to precisely present a person what to anticipate after they work together with the app.

Figuring out Key phrase Traits

When making a metadata-focused A/B check, you will need to consider related key phrase traits which will have an effect on conversion, all yr spherical in addition to seasonally. For instance, all yr spherical a procuring app would need to goal key gadgets they promote. For seasonal optimizations similar to Black Friday, procuring apps would need to make the most of phrases surrounding “doorbusters” and “finest offers”. Key phrase traits fluctuate considerably between app genres, and being keenly conscious of related options and seasonal occasions that immediately pertain to the app can affect the success of your A/B testing.

Setting Up Parts to Take a look at

With A/B testing, it may be tempting to take your whole finest concepts and implement all of them into an experiment to see if it outperforms the present itemizing.Nevertheless, in doing so, you’ll not know which factor that you simply modified made probably the most impression, so when starting a brand new check, you’ll not know what to maintain and what to create new iterations of.

The testing course of needs to be a gradual, iterative course of that may solely check one factor at a time to gauge what precisely is impacting conversion. For instance, when testing a brief description, a developer could look to see if emphasizing fight (e.g. “combat towards forces of darkness”) or emphasizing social facets (e.g. “group up with pals”) yields higher outcomes.

This course of isn’t unique to metadata. Creatives – similar to screenshots and icons – can be examined to see what factor is resulting in greater person conversion. For artistic testing, a developer can check common parts, similar to background coloration or emphasised copy, or they will check extra particular parts, similar to particular characters to establish what yields the very best outcomes.

With this iterative, one-change-at-a-time technique of testing, your conversion ratio can’t solely inform you about easy copy adjustments customers choose, but additionally what elements of your app they’re extra concerned about.

Seasonal Occasions & Parts to Take a look at

There is no such thing as a actual science behind which kind of app ought to spotlight which seasonal occasions. Nevertheless, builders can achieve an understanding as to if seasonal occasions, language and imagery do in reality have an effect on person conversion charges.

To present an instance, a courting app could not profit from testing totally different creatives or metadata throughout Halloween as a cell recreation which got here out with “Spooktacular ranges” would.  As a substitute, a courting app could profit extra from using testing in the course of the Valentine’s Day seasonality. Put shortly, you will need to perceive the style and the person base of the app to know what seasonality is value testing, when are optimum occasions to check, and most significantly when to depart issues as they’re. When doubtful, a easy check can present invaluable perception.

A/B Testing within the App Shops

When getting ready for testing, you will need to know what parts are allowed to be examined within the iOS App Retailer and the Google Play Retailer.

iOS App Retailer

As of December seventh Product Web page Optimization has launched for all apps inside the iOS App Retailer. This enables builders to check artistic belongings alongside the at present stay itemizing. One factor to notice is that metadata, such because the subtitle, can’t be examined presently.

For testing on iOS, Screenshots is not going to must be included within the construct, nonetheless icons will.

Google Play Retailer

The Google Play Retailer permits way more liberty. A developer can check artistic parts, however can even check variations of the quick description and full description. It is very important word that the title can’t be examined.

For testing on Google Play, no factor must be included into the construct.

Advantages of A/B Testing

A/B testing gives app managers and builders a method to check the waters with their customers, with out having to commit to thoroughly new metadata or artistic units which will result in a drop in KPIs similar to conversion fee and tap-through fee. With A/B testing, we are able to confidently check new concepts, uncover what customers are responding to, and use the outcomes to enhance on key metrics for the app.

Put merely, A/B testing helps everybody concerned within the app market. Builders get an opportunity to check out new issues in a low threat atmosphere, and customers have an opportunity to be launched to extra sides of an app that they could haven’t seen earlier than.


With the implementation of Product Web page Optimization, this testing is now out there inside each shops, albeit restricted to creatives solely inside the iOS App Retailer.

Constantly updating metadata and inventive parts piece by piece, testing these iterations, and measuring efficiency to offer insights for future iterations is the important thing to a efficiently optimized app.

In regards to the Creator

Dave Bell is the Co-Founder and Chief Government Officer of Gummicube. On this function, Dave is chargeable for overseeing the enterprise technique for Gummicube, driving progress and market growth. Dave is a pioneer of the cell leisure trade with greater than 15 years of expertise in publishing, advertising, and distributing cell apps and video games throughout service, direct-to-consumer and app retailer channels.

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