App optimization: Understand more about A/B testing

A/B Testing has been a thing almost for as long as the concept of digital marketing.

The idea is quite simple: It creates two variations of the same offer, with a difference between them.

After that, the first variation is sent for half of the leads and the second for the other half. The one which is able to convert more leads into paying customers is the winner.

It is easy to understand the concept, isn’t it?

But don’t let yourselves be fooled by it. The A/B testing in apps is more complex than they appear. 

In order to be successful, several elements need to exist, such as a mature hypothesis, research, analysis and a solid strategy of acquiring users.

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We are aware of what you must be thinking: “Can the A/B testing increase the number of downloads of my app”?

Even if the concept of A/B testing has been primarily deployed on websites sites, it was fully adapted to your app’s marketing strategy. And so the answer is: YES.

As a matter of fact, A/B testing conducted on app icons helped to increase conversion by more than 30%.

Here in this post, we will have a better understanding of:

  • The concept of A/B testing itself;
  • The elements can be tested;
  • How to choose those that should be prioritized beforehand.

More about what A/B testing in apps is


We have mentioned before that A/B testing is more complex than it appears, right?

We will thoroughly explain the reason for that: it is not enough to think about two variants, a control and the real test for the hypothesis, and present them to the target audience.

One needs to analyze all the statistical data and actually determine which variant really ensures the best performance.

When properly applied and analyzed, A/B testing can make the difference in the app’s results

And it can also be useful to guide the work of several sorts of professionals, from marketing-related workers to designers and developers.

A very important information is that these tests can only be performed on PlayStore.


Which elements can be tested in A/B testing?


Contrary to what happens on a website, where many elements can be tested, an app user makes a decision based on eight elements “only”:


  • Title
  • Icon
  • Screenshots
  • Description
  • Video
  • Reviews and comments
  • Cost
  • In-app purchases.


Let’s talk briefly about the four factors which influence the performance of the app’s page the most.


1) Title

The title is one of the first things that users spot when they are browsing a category or a search page. It is an important element, particularly when it comes to differentiating yourself from your competition.

Even though the optimization of the title, in itself, does not have a significant influence on app’s the rate of conversion, adding keywords to a title improves the search rankings and the attraction of organic users.


   2) Icon

With so many options available in stores, apps need to stand out among them.  The icon is one of the first things that people notice. Like the title, the icon needs to communicate and connect itself with potential users. 

When it comes to an icon, elements which influence the app’s conversion rate are usually tested, and the engagement of the user, like graphs, simplicity, colors, characters and the logo.


3) Screenshots

In most cases, screenshots are the sole source of information which people use in their decision-making process. Besides accurately reflecting the product’s value proposition, they are conceived to engage the potential user.

To improve communication with the target audience, app developers usually start to change the order of screenshots and analyzing what visual elements and subtitles work the best.


4) Description

The average impact of the descriptions in user conversion is around 10 to 20%.

In other words, using certain keywords and the best terms used by users in their organic searches is something that generates qualified traffic and, in turn, increases conversion.

Within the ASO process, it’s crucial to carry out recurring testing with groups of keywords and then analyze how they influence organic metrics.

Continuous testing can present quite interesting information on which words have more effectiveness to make the user find your app in the stores!


Which elements have to be tested in first place with A/B testing?


Briefly put, the main elements to conduct the A/B testing are the keywords in the description, the icons, and the screenshots. Having a clear structure and defining specific goals is extremely important for the success of the app’s A/B testing.

It’s pointless to test stuff randomly. Starting a test without a pre-established hypothesis is a waste of resources, and to have that hypothesis one has to rely on:


  • Feedback from customers;
  • Analysis of the competition;
  • A consolidated marketing strategy.


This is the only way that A/B testing can truly measure the impacts of each element within your goal, prove the hypothesis and deploy changes without relying on the art of guessing.

It’s better to say “I know” than “I guess”, isn’t it? And keep in mind: test only one element at a time!

What do you think about relying on the expertise of RankMyApp in mobile marketing strategy for your business? Reach your results and increase your number of downloads! Get a customized analysis of your app’s optimization!


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