App optimization: understand more about A/B testing

A/B testing has been a thing almost for as long as digital marketing has existed. The idea is quite simple: in an A/B test we create two variations of the same offer, with a minor difference between them. After that, the first variation is sent to half of the leads and the second version is sent to the other half.

The variation that tops conversions is the winner. The concept is fairly simple to wrap one’s head around. But don’t let yourselves be fooled by it. A/B testing in apps is more complex than it appears.

More about what A/B testing in apps’ page

As a matter of fact, AndroidPub, reports that mobile A/B testing conducted on app icons helped increase conversions by more than 30%. This post is going to be about the concept of A/B testing tools itself, the elements that can be tested and how to choose priorities.

One needs to analyze all the statistical data and actually determine which variant ensures best performance. When properly applied and analyzed, A/B testing process can make all the difference in app results.

And it could guide the work of several sorts of professionals, from marketers to designers and developers. These tests can be conducted only through 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, comments, cost and in-app purchases.

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


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 conversion rate, adding keywords to titles improves search rankings and increases organic traffic.


With so many options available in stores, apps need to stand out. 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 like graphs, simplicity, colors, characters and the logo.


In most cases, screenshots are the sole source of information available to aid decision making. 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 by changing the order of screenshots and analyzing what visual elements and subtitles work  best.


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 are more effective at driving organic traffic.

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

Briefly put, the main tenets that are tested are: keywords in the description, the icons, and the screenshots. Having a clear structure and defining specific goals is extremely important for successful A/B testing.

It’s pointless to test things 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 methodology can truly measure the impacts of each element within your goal, prove the hypothesis and deploy changes without relying on the art of guessing.

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