In the competitive world of mobile app sales, having a systematic process of strategizing and executing will increase your chances of success. The mobile app market is as popular as it is overcrowded, and according to statista, there are 102,062 million mobile apps available for download worldwide, and 9.19 billion paid mobile app downloads. In this article, we will present techniques and tactics to help you better position your app and gain a competitive edge by employing analytic data sourced directly from your target market.
What is Mobile App A/B Testing
Mobile App A/B Testing refers to testing different experiences within the mobile app. During testing, users will typically be placed into different segments, and each is shown to have different experiences within those segments. After the experiments have obtained enough data points, which version of the app that would have higher conversions may be identified. For example, app developers can roll out a variety of banners for extra in-app purchases within different levels in a mobile game, and see which banner the user clicked on the most. Once the test reaches statistical significance, the banner with the most clicks can be rolled out in entirety to improve conversion rates.
When you use Mobile A/B Testing, focus on the following areas: user onboarding, retention, and engagement rate. But do also focus on every step of the sales funnel to optimize your sales conversions. Variations of App A/B Testing includes the placement of buttons, the number of forms for sign-up, images, ad-placements, and calls-to-action.
Benefits of App A/B Testing
The benefits for conducting App A/B Testing is analogous to running A/B Tests on the web, i.e. landing pages. It enables you to test different hypotheses for app experiences allowing you to change your app based on real tangible data. With this data you’re then able to determine the impact of the changes made, and choose the best change that optimizes conversions. This is a process that can be continually ran to constantly improve the overall experience of your app, thus improving your conversions. Another benefit is that you’re able to iterate faster and make timely fixes and updates to your app.
This technique involves testing marketing elements such as product prices, screenshots, titles, video previews, descriptions, and icons. The test is performed by first creating an A/B mobile landing page; next sending traffic to test your pages, and lastly analyzing your results. You can create mobile landing pages with SignalMind, Convrrt, or SparkPage. You can then use Google AdWords or AdMob to run your small campaign. By running a small ad campaign for as low as $50, you can generate hundreds of visitors to your landing pages. After running the experiment for a few days, you can review the data collected for variables such as pricing, calls-to-action, and descriptions. Tools such as Kissmetrics and Optimizely can help you calculate these conversion rates. A useful formula to do so is as following: (Number of Clicks / Number of Visitors) x 100 = Conversion Rate.
General Rules to Follow
When you’re A/B testing, be sure that you’re not sacrificing time for optimization, especially if your time is limited to conduct such tests. Ensure that you have a solid hypothesis to maximize the overall testing process. Finally, when you are at the analysis stage, ensure that you have a statistically significant amount of data points to draw conclusions from.
Be sure to read our blog post on App Design called, “The Basics of App Design 101”