Let’s start from square one. After working up your first app store listing, some polishing and optimization are a must. Without a thorough analysis, estimating if adding more screenshots or changing your app icon will boost your downloads or not may be challenging. If you don’t want to risk the progress you’ve already made, mobile app split testing is your best choice at this point.
Also known as ASO split testing, it’s the process of running an experiment on elements within an app listing on the app stores for the purpose of comparing two or more versions of your app’s presentation and determining which one works best, conversion-wise.
Throughout this experiment, you keep your current version of the app store page and design another variation to test one particular element. After that, your existing app listing is displayed to one user group, and the new version will be displayed to another user group within your target audience. During the experiment, all these users are totally unaware of the testing. Therefore, they act absolutely naturally, allowing you to take your time and identify the best-performing version.
The ultimate purpose of ASO split testing is crystal clear: optimization of your app's visibility, increasing user engagement and boosting downloads. Even though the main focus of A/B testing lies on conversion increase, the procedure comes with many more perks, such as the possibility to delve deep into marketing activity, analyze user segments and user experience, as well as evaluate the efficiency of new traffic channels. Mobile app A/B tests can be conducted either to optimize your store listing or to refine your presence within app store search results.
Here’s a quick roundup of your ‘split-testable’ app assets:
- Icon. In this case, the experiment comes down to testing different app icons to discover which one attracts more clicks and conveys your app's essence effectively.
- Screenshot. It involves analysis of variations in the order, content, and design of your app's screenshots to captivate users and tell a compelling story.
- Description. It’s about tweaking your app's description to make it more informative, persuasive, and in sync with user expectations.
- Keyword. It suggests trying out various keywords to pinpoint the most effective ones that improve your app's visibility in search results.
All in all, split testing allows you to determine if you need to adjust your product positioning or not, thus eliminating the guesswork from your ASO strategy
. As a result, your ‘I think’ gets confidently and effectively replaced by the solid, professional ‘I know’.