Double Your App Conversion Rate with App A/B Testing. Here’s How.

Double Your App Conversion Rate with App A/B Testing. Here’s How.

Do you wish to dramatically improve the variety of app installs you’re getting? When you consider methods that might mean you can do that, you often take into consideration how one can steer extra folks to your app web page. However is that truly all that you just want?


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Every app web page has its personal conversion price which implies not all individuals who land on the app web page will really convert into customers and prospects.

An app conversion price is essential to understanding whether or not the app retailer web page parts improve incoming site visitors and persuade folks to put in the app. Conventional pondering says: In case your app conversion price is low (in comparison with a median 26% app conversion), you begin optimizing varied parts and proceed till you see you’re doubling installs whereas person acquisition efforts stay unchanged.

Sounds terrific, proper? One of many challenges is to establish these particular parts that affect app conversion charges. And the tip right here is: cease guessing.

You by no means know whether or not a brand new set of screenshots goes to spice up or break your app conversion price. The chance-free approach to discover influential parts and develop successful combos is to separate check.


In essence, A/B testing is a technique of evaluating two choices and selecting the one that offers one of the best outcomes. The logic behind it’s easy:

Your opinion is subjective and the easiest way to determine how your viewers interacts with a selected component is to really observe and quantifiably measure it.

To take action, you cut up an viewers into equal teams and plant them on totally different variants of 1 component. Every group represents the entire viewers and behaves like a median person would. Consequently, you clearly see whether or not a person leans in direction of the first, 2nd or third (in a case of multivariate testing) possibility and may apply the winner to enhance the general component efficiency.

Entrepreneurs typically affiliate A/B exams with net pages. I subscribe to the notion that A/B exams might be utilized for any component:

  • Which identify promotes your product most successfully?
  • Which CTA (Name To Motion) will get clicks?
  • Which screenshots drive app retailer installs?

To reply these questions, you check each step – from acquisition to conversion to buy – and optimize its parts.

For app builders, the important thing choice customers make entails whether or not or not they obtain the app once they land on the app retailer web page. Optimizing all parts can positively affect that call.


App A/B testing is primarily used to extend the app conversion price optimization within the following conditions:

  1. Discovering: Search and Search Adverts
  2. Evaluating with opponents: Class
  3. Deciding on an set up: App Retailer Web page

The excellent news for cell entrepreneurs is that not like an internet web page the place a couple of dozen parts can affect a conversion, on the app retailer a person decides primarily based on solely 8 of them: titleicon, screenshots, descriptionvideo, ranking and opinions, worth and in-app purchases.

With a current App Retailer redesign, a product subtitle and promotional textual content are added to this checklist.


Let’s take a more in-depth take a look at the 5 present parts which have the strongest affect on app web page efficiency.

1. Title

Regardless that title optimization alone won’t have any vital affect on the app’s conversion price, including key phrases to a title will enhance search rankings and entice extra natural customers.

As well as, since a title is the very first thing customers see once they browse a class or search, it’s one among two parts you should utilize to differentiate a product from opponents.

2. Icon

Identical to a title, an icon is the primary component folks see once they browse the app retailer or evaluate your product with opponents. With so many choices, it has to face out, communicate to customers, and join with them.

In terms of an icon, a marketer often exams how graphics, simplicity, colours, characters and a brand affect the app’s conversion price and person engagement.


3. Screenshots

Screenshots are absolute deal-makers or deal-breakers for searchsearch adverts and an app web page. Normally, screenshots are the one supply of data folks use to make their choice. To be aggressive, screenshots should not solely precisely mirror the product however have interaction the potential person.


A mixture of precise app screenshotscaptionsexperienceslocalizations and orientations are instruments that app builders use to enhance communication with potential customers.

To enhance communication with potential customers, app builders often begin by altering the order of the screenshots and analyzing which visuals and captions work finest. Testing and seeing which of the options are most interesting to customers helps with showcasing experiences – not simply promo photographs.

Surprisingly, screenshots orientation (panorama or portrait) may also have an effect on potential customers’ curiosity in an software as it’s strongly linked to behavioral habits. As an illustration, tower protection players are almost certainly to react positvely on panorama screenshots while portrait screenshots have interaction photographers.

4. Description and Promo Textual content.

On the App Retailer (on cell), folks solely see the primary 167 characters of an outline that app builders will probably be including to the promotional textual content for the reason that App Retailer redesign. Due to this fact, solely the primary few traces really affect the conversion price for an app web page.

To make these descriptions resonate with their viewers, entrepreneurs mess around with the name to motionsocial proof, optionssize and localizations.

5. Video

The very first thing customers at present see after the icon is the a brief video referred to as App Preview that autoplays.

From our A/B testing expertise, relying on the app and the way they’re performed promo movies can both enhance downloads or lower them. The “poster body” acts as the primary screenshot, and it’s subsequently vital to optimize it to keep away from that this visible performs lower than what would in any other case be the primary screenshot.

As costs on high-quality movies might be slightly excessive, some entrepreneurs desire to A/B check preliminary situations earlier than ending the video and importing it to the app retailer. App Previews (as much as 3 can be found) now have a much bigger influence (since iOS 11), as they autoplay each on the App Retailer web page and within the search outcomes, making an inventory with a video fairly enticing to the attention (particularly for panorama apps). The App Preview poster body is considerably much less vital due to the autoplayed video, nevertheless it nonetheless seems in some circumstances (India, China, and when Apple featured an app – due to the promo graphic, no autoplay earlier than scrolling down a bit).


Since an replace switches a spotlight from an app imaginative and prescient to a product facet, one other component that will probably be value testing is in-app purchases playing cards.

Every in-app buy will probably be introduced in a type of a card with an icon, title, quick description and a worth. Customers are nonetheless delicate to in-app purchases and these things could finally have a stronger influence on the conversion price than – let me say – an outline.

As Apple cuts titles to 30 characters, a subtitle begins taking part in an vital position. Ought to it describe a product, characteristic a killer CTA or identify key advantages? Regardless that it’s arduous to find out a successful technique proper now, it’s clear that this component will want a considerate optimization.


Having a transparent construction and defining particular targets is essential to the success of app A/B testing.

Random exams don’t enable entrepreneurs to know the actual drawback behind a component’s low efficiency. Extrapolating outcomes from such random exams doesn’t present a full image. Altering a button coloration and getting +10% on a conversion price received’t reply the query of why customers most popular the brand new coloration. Questions nonetheless remain- However what if it was conditioned by hidden habits? Would a brand new coloration skyrocket CTR should you implement it within the brand?

You by no means know till you check it.

Each profitable check begins with a mature speculation that’s often primarily based on buyer surveys and competitor analysis. What’s much more vital, it correlates with an total advertising and marketing technique: paid site visitors, natural, e-commerce, and many others.

Don’t take into consideration A/B exams solely by way of app retailer web page parts but in addition by way of optimization at every step. And these steps will differ relying on which channels an app developer makes use of.

For instance, when customers discover an app by way of paid adverts, they begin their journey on the app retailer web page the place screenshots play the best position. When coming from natural site visitors, many of the person choice is made by trying on the icon and the title.

When you’ve decided for which person acquisition channels you’ll A/B check, the subsequent step for an app developer is to set clear targets. These might be:

  • To judge a product. Pre-launch testing permits for growing an preliminary imaginative and prescient and place. Within the case of pre-launch testing, a marketer makes use of web page parts to A/B check messages and determines ones that resonate with customers.
  • To extend an app conversion price. A lift might be achieved by including movies, altering icons or screenshots, including CTA and social proof to an outline, localizations, and many others. A marketer exams hypotheses that may deliver extra purchasers however are costly and time-consuming in growth and implementation.
  • To validate a brand new site visitors channel. With A/B testing, a person acquisition supervisor sees how folks stemming from new site visitors channels work together with content material and what parts have interaction them probably the most. Specializing in these parts will mean you can improve the conversion price whereas decreasing person acquisition prices.
  • To validate product positioning. The product doesn’t change however positioning does. Earlier than repositioning a product, a marketer will wish to perceive whether or not customers really obtain and perceive the brand new message.
  • To validate totally different viewers segments. With app A/B testing, you’ll be able to run experiments to research not solely web page parts however an viewers. On this case, testing tells you ways properly you join along with your audience and lets you optimize a web page’s message.

Okay, so what do now we have to this point?

  1. Customers and opponents are analyzed.
  2. Consumer acquisition channels and the app retailer web page parts folks work together with are decided.
  3. Clear targets are set…

Now what?

The final step is to establish these app retailer web page parts that maintain again the conversion price and person development.

One of the vital in-depth sources on discovering these “weak factors” comes from this ASO guidelines. Retaining targets, channels and researches in thoughts, you carry out an app web page audit and provide you with a listing of parts that require optimization.


I’d say that A/B testing is a structured course of that may be illustrated as a cycle. You begin with one component after which repeat repeat the cycle time and again. Every curl of the spiral will shed new gentle on how a aim might be achieved.

App A/B testing just isn’t linear – it’s at all times an ongoing course of.

Due to this fact, an app A/B testing workflow – a spiral curl – goes like this:

  1. Analysis and brainstorming– On this step, you outline what you wish to check and what your ultimate targets are.
  2. Decide your variants– Upon getting formulated your speculation and recognized the weather you’ll be testing, you create variations.
  3. Run the check– On this step, you establish and drive your viewers to 2 variations of 1 web page.
  4. Analyze knowledge and overview outcomes– The best half: you establish the winner! Right here you take a look at how folks work together with totally different pages and, finally, whether or not they press “Set up”.
  5. Apply the winner– For those who do have a transparent winner, you’ll be able to both implement modifications or use it as a place to begin for following exams.
  6. Run follow-up exams– Conversion optimization is an ongoing course of and one check can hardly change something. Proceed working exams regardless that you’re already pleased with the outcomes. There’s at all times room for development and enchancment.

The smoothest state of affairs is whenever you get vital outcomes on the primary attempt. Nevertheless, chances are you’ll face a state of affairs the place new variants present little or no distinction in conversion charges. There are at all times particular causes for it, together with: miniscule modifications, poor analysis, ill-defined or incorrect targets.


Upon getting determined to start out conducting app A/B testing, the subsequent step is to decide on a device for this job.

If you’d like a free fundamental device and have solely an Android app to check, go along with Google Play Retailer Itemizing Experiments. One drawback of this methodology is that behavioral patterns of iOS customers can considerably differ from these of Android customers. One other draw back of Google Play Experiments is which you can not launch a number of exams directly or work with apps that haven’t been launched.

Some app builders carry out A/B exams by importing modifications sequentially and measuring outcomes. This methodology violates the essential precept of A/B testing that requires simultaneous experiments. And let’s face the reality: entrepreneurs working exams on a dwell product run the chance of ruining the conversion price and shedding purchasers.

One other methodology I personally used 4 years in the past for optimizing apps’ creatives is testing them by way of banners on social media. It provides insights on what banners and messages folks like however that’s largely it. As a result of a banner stands alone this methodology doesn’t contemplate an app’s surroundings (the app retailer web page). Due to this fact, the outcomes are often controversial and you must double check them on the app retailer.

A stable different that offers consultant outcomes is to go along with a 3rd occasion device like SplitMetrics. These instruments mean you can check each iOS and Android apps, run a number of exams directly, and carry out pre-launch testing.

There’s a particular motive for utilizing a 3rd occasion testing device:

Working with app A/B testing software program, you don’t play with a dwell model of the web page.

As a substitute, SplitMetrics creates net pages emulating the App Retailer the place you’ll be able to change and edit any component. You then drive site visitors to those pages to see what works and what doesn’t.


So, the subsequent step is to arrange an app A/B check. If you first create a check, log into SplitMetrics and click on “Add New App” button.


Subsequent, you’re going to join an app by getting into its retailer URL or selecting it manually. As soon as performed, the data will probably be pulled from the shop mechanically. Assessment it and click on “Add Utility”.


From this step, an app is linked and is prepared for experiments.

Keep in mind the A/B testing workflow? Operating a check is the third step on it – it is advisable to do your analysis and put together variants first.

As soon as the primary two phases are accomplished, you proceed with the best half by clicking “Create New Experiment” button.


Within the pop-up window you select the system you wish to check, a web page (search, app web page, class, search adverts), and an component: screenshots, description, title, icon, video, and many others. On this experiment, we’re going to check screenshots.


Now we’re at step 5, the place it is advisable to arrange the experiment particulars. This data is mechanically pulled from the linked app web page.

Though each single component on the web page might be modified, I like to recommend you to keep targeted in your preliminary technique whereas updating parts for a check. In any other case, an extemporaneous change can affect an app conversion price and kill the entire experiment.

Having mentioned that, this can be a highly effective device to guage the significance of such app web page parts as opinions and ranking – the stuff you can not affect in a direct approach however can add to your advertising and marketing aims.


At step six we run an experiment with screenshots and we’ll add our variations.

It’s vital to maintain your targets in thoughts. So earlier than publishing an experiment, chances are you’ll wish to add a customized set up URL – for instance, one from Modify.

It’s nice to get extra installs from the app retailer web page however what can matter much more is whether or not your new creatives really precisely characterize your product. You may perceive it by including monitoring hyperlinks from app analytics companies and measuring in-app engagement and retention metrics alongside with the app conversion price and different exterior interactions.


The experiment is now prepared.

Lastly, for the final step of the method, you’ll drive site visitors to the experiment hyperlink that SplitMetrics has generated for you. The service mechanically splits individuals who click on the hyperlink and steers them to the totally different variations.

It’s essential that the site visitors channel you’re going to make use of for the experiment must be despatched to a related and homogeneous viewers. Due to this fact, excellent instruments for this intention could be:

  • Fb adverts campaigns
  • Adwords campaigns
  • Web site banners which location stays unchanged over the entire testing interval

After sufficient site visitors has been despatched to the variations, you’ll be able to analyze outcomes.

Relying in your targets and the outcomes you’re in search of, you’re going to consider such metrics as:

  • CTR
  • App conversion price
  • Engagement price
  • Time spent on a web page earlier than a click on to put in
  • Common time on a web page, and many others.


Delving deeper into analytics, you may as well use hit and scroll maps as x-ray glasses to see how folks behave on a web page and what parts really affect their choice to put in the app.

All collectively these metrics show you how to to pick a successful variation you’ll be able to implement to the dwell app web page and proceed with follow-up exams.

If the brand new model has proven little to no distinction, you then transfer on to different experiments in your checklist or attempt to discover an issue with the preliminary check (tip: it may be due to modifications that had been too minor, a low confidence degree, low site visitors or a fallacious audience).


Let’s take a look at a couple of case research to higher perceive the influence A/B testing can have.

Understanding the viewers: Screenshots A/B testing gave Rovio 2.5M extra installs


The idea that Offended Birds 2 is performed by individuals who have just one sport on their system and often maintain their telephones in portrait mode allowed Rovio to check portrait and panorama screenshots efficiency. Portrait screenshots have proven 13% larger conversion which has became thousands and thousands of recent customers.

Complicated testing: How Prisma achieved +24,7% conversion uplift


That is an instance of the advanced sequence of split-tests with a conversion uplift aim. This sequence of exams concerned testing of screenshots, banners and an outline. After the exams, Prisma has achieved a 24,7% improve in conversion which might have been inconceivable had they been confined to at least one check.

Empire Metropolis On line casino: A single deal with screenshots can improve a conversion by 30%


A wise design change to the background picture resulted in a 31% conversion uplift. Empire Metropolis On line casino has switched the main focus to options by merely blurring screenshot backgrounds.

To recollect:

  1. Don’t construct up person acquisition channels till you’re certain your app web page converts.
  2. Parts that at present (extra to return with iOS 11) affect an app conversion price in search, search adverts, app retailer web page and class are: title, icon, screenshots, description, worth, ranking and opinions, in-app purchases and video.
  3. In order that your exams generate outcomes, you must begin with a mature speculation primarily based on buyer surveys and competitor analysis.
  4. To establish parts for optimization, you must take a look at your advertising and marketing technique and key person acquisition channels.
  5. Discovering parts that stunt your conversion price and person growthis a key to a profitable experiment.
  6. A/B testing is an ongoing course of that ought to embrace a successive sequence of exams. Algorithm modifications and iOS updates typically problem assumptions.
  7. Site visitors channels you’re going to make use of for app A/B testing needs to be despatched to a related and homogeneous viewers.
  8. There may be at all times room for enchancment!