How To Use A/B Testing For App Store Optimization

App store optimization has crucial importance for everyone who wants to increase their app ranking and make their apps more visible so that more users download them. But sometimes you might not get the results you want from your ASO even if you make a great effort for it. But don’t worry. A/B testing will help you a lot to know what’s working on your ASO and what’s not. 

In this blog post, we’ll talk about how you can use A/B testing for ASO. Before we start, let’s talk about what A/B testing is and why it is important. 

What is A/B Testing?

A / B testing, also known as split testing, is the process of keeping all variables the same and differentiating a single variable then testing them to find out which one performs better. 

For example, if the variable you’re testing is the preview video of your application, you’ll generate two campaigns with two different preview videos. Depending on the result you want to achieve, for example, more downloads, you can test which campaign gives more downloads and decide which preview video is better.

Why Should You Perform A/B Testing For Your ASO?

  • Higher Conversion Rates

Once you see what works and what doesn’t, you will have the chance to optimize your app store optimization strategy according to the results and thus, you will observe an increase in your conversion rates.

  • Less App Bounce Rates

As we said before, you have the chance to test your variable to see if they work. So, if you provide your users with the ones that work, you’ll get more downloads and less bounce rates.

  • Easy Analysing

One of the best things about A/B testing is that it provides easy analysing! The tests usually make clear who the winner and the loser are, the only thing left to you is to make the necessary optimizations.

  • It Decreases Risks

Imagine that you’re planning to make drastic changes on your app page. With A/B testing, you can test details first and find out if it’s really worth to make a change, preventing yourself from wasting your efforts and money.

We talked about what A/B testing is and why it’s important. Now, let’s talk about how you can perform A/B testing for your ASO.

How To Perform A/B Testing For ASO

1. Choose Your Variable

First things first, you need to decide which variable you’re going to test. Make a brainstorm and list all the variable you might want to test. 

Your variables may include: 

  • Your app icon
  • Your Short Description (Android)
  • Your Header Image / Feature Graphic (Android)
  • Your Video & Screenshots

2. Create Your Alternative

Now that you’ve chosen your variable, now it’s time to create its opponent. What is going to be your alternative that you want to test your variable with?

3. Run Your Test

You’re ready to run your A/B testing. Specify your target audience and show them your variables. In this step, you might want to get help from mobile a/b testing tools/platforms such as Apptimize and Optimizely. 

Source: Optimizely

4. Examine The Results

Now it is time to examine the data you collect from your a/b test. Who is the winner? Who is the loser? What made the winner win?

5. Implement Your Changes

You found out which one of your variables works better. In this step, you might want to implement changes according to the data you collected from the test. 

6. Run Different Tests

There are many variables you can choose to perform a/b testing. You can test the others now.

In this blog post, we talked about what a/b testing is, why is it important and how you can perform AB testing for your ASO to increase your app ranking. Check out our website to read more articles about mobile marketing. 

Written by Sophie Blake


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