Creating an Effective A/B Testing Strategy for App Stores

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Creating an effective A/B testing strategy can be a real challenge. We joined the App Radar Webinar to answer all the hot-button questions: How to craft your A/B strategy from scratch How to design hypothesis and evaluate results How to get real techniques and strategies to follow You’ll find all the answers you need provided by Natalie Ostapovich, Customer Support & Account Manager at SplitMetrics, and Elisa Mourão, Marketing Manager at App Radar in the short and easy-learn slides and infographics.

Mobil

Creating an Eﬀective A/B
Testing Strategy for App Store
Live Webinar + Q&A
Natalie Ostapovich
Customer Support & Account Manager
@ SplitMetrics
Elisa Mourao
Marketing Manager
@ App Radar

30 minutes A/B Testing
Natalie Ostapovich Elisa Mourao
Live Q&A
splitmetrics.com appradar.com

Agenda
Pre-Launch A/B Test
A/B Testing in App Stores
01
02
splitmetrics.com appradar.com
Timeline
Hypothesis
What to test
How to run A/B tests
How to Analyze Results

A/B Testing Timeline
Research Brainstorming Creating Variations Running Experiments Analysis
splitmetrics.com appradar.com

Pre-Launch A/B Test
App Pre-Launch Marketing Plan

Why and How to A/B test in Pre-Launch Phase?
Validate your app idea;
Find positioning;
Find target audience;
Prioritize app features;
Polish store listing.
splitmetrics.com appradar.com

How to interpret results and move on?
Conversion Rate;
Performance in diﬀerent
audiences;
Bounce Rate;
Explored sections from
the store listing.
splitmetrics.com appradar.com

How to come up with a strong hypothesis?
Research Phase
App Product Page vs. Category and Search Page
What type of experiment should be aimed for clear results ?
How many hypothesis should be tested at the same time?
splitmetrics.com appradar.com

What elements to test?
Icon, screenshots, video
How about the other elements in the store listing?
splitmetrics.com appradar.com

Testing the App Icon
splitmetrics.com appradar.com
22%
Uplift
Color palette

Testing the App Screenshots
splitmetrics.com appradar.com
24%
Uplift
Portrait vs. Landscape
Colors
Order
Features vs. Gameplay

Testing the App Video
splitmetrics.com appradar.com
17%
Uplift
Does an app video increase
conversion rates?
Which videos show better
performance?
How many videos should I
have in my store listing?

How to Run A/B Tests
splitmetrics.com appradar.com
For how long should I run my test?
How does targeting work with A/B testing?
What is enough traﬃc for an experiment?

splitmetrics.com appradar.com
“It normally takes at least 50 ‘Clicks to Install’ per
variation to get statistically signiﬁcant results. On
average, you need 400-500 visitors per variation
for a test on your app’s product page and
800-1000 users per variation if you run an
experiment on the search or category page.
SplitMetrics
”

Analyzing Results
What is and how to interpret the Conﬁdence Level?
How to choose a winner?
Main KPIs
01
02
splitmetrics.com appradar.com
Visitors per variation
Clicks to install per variation
Time to click to install
Engagement rate in the store listing
Improvement Metric
Retention rate
03

Analyzing Results – Best Practices
What if my new variation loses?
What if I don't have an answer after the test?
Should we use the same winning creatives to the App Store
and Google Play or should we a/b test per store?
splitmetrics.com appradar.com

Thank You!
Questions?
Natalie Ostapovich
Customer Support & Account
Manager @ SplitMetrics
Elisa Mourao
Marketing Manager
@ App Radar
Sign up: appradar.com
Follow us on social media:
appradar
appradar
appradar_com
App_rad ar
App Radar
splitmetrics.com
searchadshq.com
splitmetrics.com/agency/

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Creating an Effective A/B Testing Strategy for App Stores

1. Creating an Eﬀective A/B Testing Strategy for App Store Live Webinar + Q&A Natalie Ostapovich Customer Support & Account Manager @ SplitMetrics Elisa Mourao Marketing Manager @ App Radar

2. 30 minutes A/B Testing Natalie Ostapovich Elisa Mourao Live Q&A splitmetrics.com appradar.com

3. Agenda Pre-Launch A/B Test A/B Testing in App Stores 01 02 splitmetrics.com appradar.com Timeline Hypothesis What to test How to run A/B tests How to Analyze Results

4. A/B Testing Timeline Research Brainstorming Creating Variations Running Experiments Analysis splitmetrics.com appradar.com

5. Pre-Launch A/B Test App Pre-Launch Marketing Plan

6. Why and How to A/B test in Pre-Launch Phase? Validate your app idea; Find positioning; Find target audience; Prioritize app features; Polish store listing. splitmetrics.com appradar.com

7. How to interpret results and move on? Conversion Rate; Performance in diﬀerent audiences; Bounce Rate; Explored sections from the store listing. splitmetrics.com appradar.com

8. A/B Testing in App Stores

9. How to come up with a strong hypothesis? Research Phase App Product Page vs. Category and Search Page What type of experiment should be aimed for clear results ? How many hypothesis should be tested at the same time? splitmetrics.com appradar.com

10. What elements to test? Icon, screenshots, video How about the other elements in the store listing? splitmetrics.com appradar.com

11. Testing the App Icon splitmetrics.com appradar.com 22% Uplift Color palette

12. Testing the App Screenshots splitmetrics.com appradar.com 24% Uplift Portrait vs. Landscape Colors Order Features vs. Gameplay

13. Testing the App Video splitmetrics.com appradar.com 17% Uplift Does an app video increase conversion rates? Which videos show better performance? How many videos should I have in my store listing?

14. How to Run A/B Tests splitmetrics.com appradar.com For how long should I run my test? How does targeting work with A/B testing? What is enough traﬃc for an experiment?

15. splitmetrics.com appradar.com “It normally takes at least 50 ‘Clicks to Install’ per variation to get statistically signiﬁcant results. On average, you need 400-500 visitors per variation for a test on your app’s product page and 800-1000 users per variation if you run an experiment on the search or category page. SplitMetrics ”

16. Analyzing Results What is and how to interpret the Conﬁdence Level? How to choose a winner? Main KPIs 01 02 splitmetrics.com appradar.com Visitors per variation Clicks to install per variation Time to click to install Engagement rate in the store listing Improvement Metric Retention rate 03

17. Analyzing Results – Best Practices What if my new variation loses? What if I don't have an answer after the test? Should we use the same winning creatives to the App Store and Google Play or should we a/b test per store? splitmetrics.com appradar.com

18. Thank You! Questions? Natalie Ostapovich Customer Support & Account Manager @ SplitMetrics Elisa Mourao Marketing Manager @ App Radar Sign up: appradar.com Follow us on social media: appradar appradar appradar_com App_rad ar App Radar splitmetrics.com searchadshq.com splitmetrics.com/agency/

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