Definition
A/B Testing
A/B testing in ASO involves comparing two versions of an app store listing element (icon, screenshots, description) to determine which performs better at converting store visitors into installers.
A/B testing lets you make data-driven decisions about your app store listing. Google Play offers native Store Listing Experiments, while Apple provides Product Page Optimization for testing up to three alternative treatments.
Common elements to test include app icons, the first screenshot, subtitle text, and promotional text. Even small improvements in conversion rate compound significantly over time as they apply to all your traffic.
Create screenshot variants for testing with AppDrift's screenshot generator.
Related Terms
Store Listing Experiments
Store Listing Experiments is Google Play's built-in A/B testing feature that allows developers to test different versions of their store listing to optimize conversion rates.
Conversion Rate
Conversion rate in ASO measures the percentage of app store visitors who download your app. Higher conversion rates improve rankings and reduce user acquisition costs.
Custom Product Pages
Custom Product Pages (CPPs) are alternative versions of your App Store listing that can be targeted to specific audiences through different URLs or ad campaigns. Apple allows up to 35 CPPs.
Further Reading
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