A / B testing is an important part of an App Store optimization strategy. It is crucial to test every aspect of your app's metadata with different variations of the creative and description to understand what users are responding to. Google Play offers store listing experiments, which allow developers to test variants of the app's page and determine what gives the best results.
Play Store Listing Experiments
Play Experiments allows developers to run multiple versions of an app
listing at once, with each variation displayed before a certain percentage of
live users. Published apps can run variants to test against today's
version before deciding which variant you want to proceed with or if more tests are available
Google Play offers two types of experiment:
- Standard graphics, which test creatives such as
icon, screenshots, and promotional video for the default language
- Localized experiments for creatives and
descriptions in up to five languages. Each variation is displayed to users in
only selected language.
The experiments provide developers with key information and
insight into how the variants performed. This includes the number of variants
is served to a percentage of users, how long the experiment ran,
type of experiment and the overall results.
The display provides clear information so that developers can see how well each variant performed against the other. For example, if there are two variants, it will show how many installations each variant has achieved and how well they performed compared to the existing version with a "90% confidence interval."
Experiment Best Practices
When running tests, it is important to test one attribute at
once. If more than one thing changes in a single variation, it will be
difficult to determine what change users are responding well to. For example,
You can test another set of screens against each other, but if one set
also includes another description. Any changes to conversions may be due
to one of these.
Google also recommends testing all listing attributes,
start with the app icon and then move on to the screenshots, briefly
description, then long description. The experiments should run for at least 7
days, to capture behavior on weekdays and weekends with a meaningful amount
The experiments should use the greatest possible test
audience; preferably a 50% split between two different versions, or a 25% split
if four variants are tested. A large audience share means you can reach
a greater number of users for results that more accurately reflect the general
user base, while an even split means it will be easier to see how each version is
are received by those who see it.
Just like ASO requires constant repetitions based on
learning and successes, even experiments should be repeated and retested
with variations built on the successes of the past. Take what you have learned
from each experiment and use it to determine the best possible variation.
Google Play Store experiments are useful for A / B testing
variants of an app's user-facing elements. Developers can try differently
variants of icons, screenshots, short descriptions and long descriptions
to see what users are responding to best. This can be used to determine the most
optimal variants to use for App Store Optimization, which helps you ensure that an app is
fully optimized and performing well.