Store Listing Experiments: A Guide to Play Store A/B Testing

Store Listing Experiments: A Guide to Play Store A/B Testing

Boosting your app’s visibility by means of metadata optimization, an elevated class rating, or being featured is nice, however this is just one part of ASO. In case you are not changing these app impressions into downloads, you’re limiting your app’s potential. That’s the place Google Play’s retailer itemizing experiments is usually a nice useful resource for ASO practitioners.


Table of Content

Google Play retailer itemizing experiments help you run A/B assessments to find out – with knowledge – the inventive or metadata components that needs to be included in your app retailer itemizing web page to assist improve conversions.

Whereas many people could also be conversant in the software, it nonetheless is sort of new for some. Google additionally lately added new options to retailer itemizing experiments that give ASO practitioners extra energy, element, and suppleness to create tailor-made A/B assessments to suit their apps’ wants.

This text will cowl greatest practices for A/B testing on Google Play in addition to the brand new options Google has applied in retailer itemizing experiments.

Advantages of Google Play retailer itemizing experiments

Earlier than leaping into the specificities, you need to first perceive the advantages of incorporating retailer itemizing experiments into your ASO technique on Google Play.

Google Play retailer itemizing experiments allow you to run A/B assessments to realize highly effective, data-driven insights into the inventive and metadata components that resonate probably the most together with your customers. A/B testing on Google Play means that you can:

  • Establish one of the best metadata and artistic components that needs to be included in your retailer itemizing web page.
  • Enhance your app’s installs, conversion fee, and retention fee due to the insights gained by means of A/B testing.
  • Study what resonates (or not) together with your goal market, primarily based on their language and locality.
  • Establish seasonality developments and takeaways that may be utilized to your retailer itemizing web page.

What you possibly can check with Google Play retailer itemizing experiments

Subsequent, let’s assessment the inventive and metadata components that may be examined by means of Google Play experiments. The next app retailer components will be A/B examined, in as much as 5 languages.

  1. Icon: Your app’s icon is the primary inventive component seen to customers. First impressions matter rather a lot on Google Play for the reason that icon is commonly the one inventive seen in search outcomes, and might straight affect your app conversion fee.
  2. Quick description: This may be as much as 80 characters lengthy and is the second seen metadata component after your app’s title (which can’t be examined). It seems proper under the preview video and screenshots in your retailer itemizing web page and is the second most weighted merchandise for Google’s algorithm, behind the title, for key phrase indexation. Due to this fact, your app’s quick description has a direct affect on the visibility and conversion of your app.
  3. Function graphic & preview video: Your app’s preview video is a brief video clip that highlights your app’s major worth propositions. The function graphic overlays the preview video and seems earlier than your app screenshots, taking on a lot of the machine view. It’s due to this fact a serious asset for conversion.
  4. Screenshots spotlight your app’s major worth propositions and provides customers an concept of the expertise they’ll anticipate after downloading the app.
  5. Lengthy description: Has a 4,000-character restrict and is essential for key phrase indexation. Solely a small proportion of customers learn the lengthy description, however it could straight affect conversion charges for those who do.

Finest practices for retailer itemizing experiments

Having understood the objectives and functionalities of Google Play retailer itemizing experiments, it’s time for the enjoyable half – operating an experiment! Earlier than you do, be certain to contemplate these greatest practices on your A/B testing technique on Google Play.

1) Goal the precise individuals

When organising a check, you’ll have the chance to pick out as much as 5 totally different languages. A standard mistake is to imagine that, for instance, deciding on “EN-US” means your check will solely present for customers in the US. In case your app is barely accessible in the US, this would be the case. If not, your check can also seem for customers in different international locations the place English is extensively used.

If you wish to run a check for a particular nation, you’ll have to arrange a customized retailer itemizing and conduct an A/B check on that customized itemizing. Ensure that to pick out the language or territory that makes probably the most sense on your A/B check.

We’d additionally suggest you goal the most important viewers attainable. This may guarantee your check outcomes are as correct as attainable and supply fast outcomes.

2) Have a transparent speculation

A transparent speculation will allow you to simply decide whether or not your A/B check was profitable and in case your successful variant needs to be applied. For instance, a transparent speculation may state that highlighting worth proposition A greater than worth proposition B in your app’s first screenshot will result in a rise in your total conversion fee.

3) Take a look at one component at a time

This goes hand in hand with having a transparent speculation: you need to check just one inventive or metadata component at a time. The extra components you check without delay, the much less positive you will be when attributing the check consequence to a particular change.

4) Guarantee your check outcomes are correct

Verify the accuracy of your check outcomes to ensure the adjustments you incorporate had a constructive affect in your conversion fee. Specifically, Google has included new instruments that can assist to decrease the chance of false positives in your A/B check (extra on this later). Greater pattern sizes are required for extra correct A/B assessments. This isn’t at all times attainable for newer or smaller apps. One workaround is to run an A/B/B check, whereby creating two of the identical B variants will assist you higher assess whether or not the outcomes are prone to be true or false.

5) Iterate your assessments

Implement learnings out of your earlier check in new ones to enhance your testing technique even additional. There isn’t a such factor as unhealthy knowledge. Even when the variants you’re testing are usually not profitable, you possibly can nonetheless analyze the information and take away learnings for the longer term.

6) Run your check for a minimum of one week

This may make sure you bear in mind your app’s weekly seasonality results. The next picture exhibits the weekly seasonality development for video games within the US, which typically obtain extra downloads on the weekend when extra customers have free time. Not considering weekly seasonality developments would possibly lower the accuracy of your pattern and affect the outcomes of your A/B check.

New options in Google Play retailer itemizing experiments (2022)

New options applied by Google for retailer itemizing experiments give builders and ASO practitioners extra management over their A/B assessments and, statistically, extra dependable outcomes when operating A/B assessments.

To make sure you make correct choices primarily based on the outcomes of your A/B assessments, it’s worthwhile to lower the chance of errors and false positives whereas rising the chance of your outcomes being true positives. As ASO practitioners, you wish to make sure that the distinction between the management and successful variant occurred due to the change you applied, and never by likelihood. Due to this fact, you will need to make sure that the statistical evaluation and chance calculations you’re leveraging are as correct as attainable as a result of the A/B testing methodology depends on each these elements.

Let’s dive proper into the brand new options of Google Play retailer itemizing experiments:

Focusing on the precise metric

The foremost step to make sure that the outcomes of your A/B check are true is to pick out the precise metric. Beforehand, Google Play solely allowed you to pick out how a lot visitors can be despatched to the management and every variant; nevertheless, you weren’t in a position to specify what can be thought of a conversion obtained from that visitors.

With the brand new goal metric function, builders now have extra management over what metric can be used to find out the experiment consequence. The 2 metrics are as follows:

  • Retained first-time installers: The variety of customers who put in the app for the primary time and stored it put in for a minimum of 1 day.
  • First-time installers: The variety of customers who put in the app for the primary time, no matter whether or not they stored it or not.

Google recommends deciding on “retained first-time installers,” which is sensible as a result of a excessive uninstall fee also can straight affect your app’s visibility on Google Play. If customers are downloading your app however uninstalling it inside a day, it may very well be as a result of your retailer itemizing web page doesn’t precisely signify your app or the way it can fulfill person expectations. One factor to remember is that deciding on “retained first-time installers” would require a much bigger pattern measurement to get correct outcomes.

Professional Tip

In case your app has a excessive stage of name recognition and receives loads of downloads, we suggest deciding on “retained first-time installers.” If in case you have a more moderen app that doesn’t obtain many downloads, we suggest deciding on “first-time installers” so the required pattern measurement for correct outcomes is smaller and your check doesn’t must run as lengthy.

Confidence stage

As talked about earlier, reducing the probabilities of false positives is the primary purpose behind the brand new options included by Google Play in retailer itemizing experiments. New confidence stage options will straight assist with that. First, you will need to spotlight the distinction between confidence stage and confidence interval:

  • Confidence stage: The share of instances you’d anticipate to get near the identical outcomes when you had been to return the check a number of instances.
  • Confidence interval: How sure you’re {that a} vary comprises the true consequence. When you run an A/B check with a 90% confidence interval and your outcomes are a possible lower of 1.1% in conversion fee and a possible improve of as much as 0.3% in conversion fee, you will be 90% assured that the true conversion lower or uplift would fall inside that vary.

This new software means that you can alter the arrogance stage to lower the probabilities of any false positives. You’ll be able to choose a confidence stage of 90%, 95%, 98%, or 99%. The larger the arrogance stage, the extra first-time installers are wanted.

The variety of first-time installers wanted can even rely on the goal metric, variants, experiment viewers, and the minimal detectable impact you chose. Typically talking, you wish to go along with a minimum of a 95% confidence stage. If in case you have a smaller app that doesn’t obtain loads of downloads, deciding on the goal metric “first-time installers” and solely testing one variant will decrease the variety of first-time installers you want.

Minimal detectable impact in retailer itemizing experiments

The minimal detectable impact (MDE) is one other new function that helps decrease the variety of false positives in A/B assessments. Google defines an MDE as “The minimal distinction between variants and management required to declare which performs higher. If the distinction is lower than this, your experiment can be thought of a draw.

For instance, when you set your MDE to five% and your management drives a conversion fee of 45%, your variant would wish a conversion fee of a minimum of 47.5% to be declared the winner (45% + 5% = 47.5%).

You’ll be able to presently choose an MDE between 0.5% and 6%. The smaller the MDE, the larger the pattern measurement it’s worthwhile to detect the change. Think about that you’re quality-checking pens on a conveyor belt. If you wish to show that fifty% of the pens are under requirements, what’s the least quantity of pens you would wish to look at earlier than you possibly can draw a conclusion? Most likely fewer than when you needed to show that solely 2% of the pens are of a low high quality.

In case your app is new and doesn’t obtain many installs, we suggest you set your MDE larger, because the pattern measurement required can be smaller. If in case you have a extra mature app and already obtain loads of downloads, we suggest setting a decrease MDE for extra exact outcomes.

Completion situations

The final of the brand new options of Google Play retailer itemizing experiments are the completion situations. Primarily based on the values you set for different settings, this function will present an estimate of when your experiment is prone to be accomplished. With this perception, you possibly can tailor your A/B check to fulfill your wants, particularly if in case you have a particular timeline for the A/B check.

Google Play completion situations spotlight the estimated completion situations for an A/B check. Supply: Google Play Developer Console.

Tips on how to arrange a Google Play Experiment

Now that we’ve highlighted the brand new options Google Play has included into retailer itemizing experiments, let’s discover out how one can leverage these new options when organising your A/B check.

Step 1

Choose “Retailer itemizing experiments” below the shop presence part. Click on on “create experiment” within the high right-hand nook of the web page. You’ll discover all of the earlier experiments you’ve gotten run on this web page. As soon as there, you can be taken to the web page proven under.

That is the place you possibly can title your experiment, select which retailer itemizing you wish to run the A/B check for, and choose whether or not you desire a localized or international check.

  1. Localized check: Lets you check as much as 5 languages. Take a look at each inventive and metadata components.
  2. World check: Take a look at customers worldwide in just one language. Solely check inventive components.

We suggest leveraging localized assessments. What resonates greatest with customers will differ vastly between languages. A world check can be exhausting to remove any learnings that may be utilized to particular territories. Selecting the language of your greatest territories will present higher insights into person conduct in your most essential markets.

Step 2

As soon as the primary half is full, you can be taken to the next web page.

  • “Goal metric” is the primary setting to fill out. Right here is the place you possibly can choose “retained first-time installers” or “first-time installers.”
  • Choose what number of (as much as 3) variants you wish to check in opposition to your management. The extra variants you’ve gotten, the longer the check will run, as it is going to take extra time to get sufficient of a pattern measurement to get a real consequence.
  • Subsequent, you possibly can choose the share of retailer itemizing guests that can see the experimental variant(s) as a substitute of your present itemizing. The guests can be cut up equally throughout your check variants. We suggest splitting guests evenly between the present retailer itemizing and your variants, as this can velocity up the outcomes of the check.
  • Choose the minimal detectable impact on your check. Keep in mind that the decrease your MDE, the longer it is going to take for the check to get sufficient of a pattern measurement to declare a real consequence. In case your app doesn’t obtain many downloads, we suggest setting your MDE larger than an app already receiving loads of downloads.
  • Lastly, choose the specified confidence stage on your A/B check; a 95% confidence stage is mostly most popular. If the first-time installers required for a 95% confidence stage is simply too excessive on your app, you possibly can change your goal metric to “first-time installers” and check just one variant to lower the variety of first-time installers you want.

Be aware: As soon as all of the steps are full, the completion situations part will estimate when your experiment is prone to end. This data will assist you additional edit the settings of your A/B check if the required first-time installers or estimated check length are too excessive/lengthy.

Step 3

The final step is the place you possibly can choose what you wish to check (bear in mind to check one component at a time). After getting chosen what you wish to check, you possibly can add as much as 3 metadata or inventive variants. After this, you possibly can choose “Begin experiment” and monitor the outcomes as they arrive in!


Understanding the inventive and metadata components that greatest resonate together with your customers is essential to extend your app’s conversion fee. That’s why we suggest that each app leaverages Google Play retailer itemizing experiments. Doing so will help you acquire insights into your particular person base which will be utilized to your retailer itemizing web page and improve your installs, conversion fee, and retention fee. New options applied by Google offer you much more energy and suppleness to regulate retailer itemizing experiments to fulfill your A/B testing wants!