If you’ve ever bought produce at a grocery store then you understand A/B testing. It’s the process where you evaluate two of the same product to determine which is better. You pick up an apple and it looks a little bruised so you compare it to the apple right next to it. One will end up in your fridge and one will end up stuck in the bin at the grocery store. The way you display your apps on app stores is no different. A/B testing allows you to test which version of your app performs better in the store. Here’s a breakdown of the benefits and drawbacks of A/B testing and how to best perform your own tests!
Your first inclination for running an A/B test might be to simply update your app with a new icon and store page and then wait a week and check the conversion results. Don’t do that. It takes forever to have your app approved for updates through Apple and the period of time you’re testing for won’t be worth it. Instead, try running a new Facebook banner with a different icon and images. This will give you a similar level of feedback without having to go through the time-consuming update process. However, neither of these are as valuable as the next methods.
Google Developer Console Experiments have integrated A/B testing built right into the software. This allows you to run A/B tests while your app is live within the Google Play Store. It measure real organic traffic and has the advantage of live testing. You can also immediately apply the winning variant as soon as the testing period ends. Unfortunately you won’t be able to run these tests before your app launches. Also, you can only run one test at a time per app, which has its limitations. Plus, it only works for Google Play.
Perhaps the best way to A/B test is to create a “fake” app store page. You can do this by creating a landing page for your app online that looks exactly like an app store page. You can direct traffic to this landing page when people click on your app. You can then measure how people arrived at the landing page. Did they click on one version of the app or the other? The advantages are that you can run these tests before your app launches and you can run as many experiments as you’d like simultaneously. The downside is that you’re directing people out of the app store, which can cause problems for organic traffic.
A/B testing is a crucial way to create the strongest app appearance in the app store. Learn how to use it to find your own success!
Read the full article here: App Store A/B Testing: The Pros and Cons of the Most Popular Approaches