Sequential A/B Testing: Workflow and Advantages over Classic Experiments

Comparing classic and sequential A/B testing

When it comes to A/B tests, anyone has a natural desire to get trustworthy results without spending a heap of money on traffic. Alas, it’s not always possible with classic A/B testing which requires enormous sample sizes at times. 

Is there a better way? Sure, there is!

Sequential A/B testing might become a robust alternative. Such experiments don’t only optimize necessary traffic volumes but also reduce the likelihood of mistakes. Let’s take a closer look at this method and how it differs from the classic A/B testing flow.
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Apple Search Ads Keywords Performance: Impressions, TTR, CVR, CPT & CPA by Match Type

Apple Search Ads keywords performance 2019

More and more app marketers are using Apple Search Ads as a prime mobile user acquisition channel.

When you promote iOS apps via this network, you enter the most common app discovery place – App Store search: as per Apple, 70% of App Store visitors use search to look for apps, and this ​search generates ​65% of all app installs. It makes sense to compete for the blue-colored ad spot, isn’t it?

Another advantage of Apple Search Ads is its impressive average conversion rate of around 50%​. Additionally, iOS app publishers who use this user acquisition channel get access to high-quality users willing to download and subsequently interact with the app.   
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10 Ways to Use Mobile A/B Testing in Pre-Launch: from Ideas Validation to Product Page Refinement

mobile A/B testing in pre-launch

Nowadays, winning users hearts is not an easy task it used to be at the dawn of major app stores. The industry matured and the competition is enormous. Judge for yourself, there are approximately  2.1 million Android apps in the Play Market and almost 1.8 iOS apps available in the App Store.

There’s no use developing a random app in the hope of overnight success. You have to play it smart and validate every single idea before bringing it to life. The best possible way of doing it is mobile A/B testing in pre-launch.
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Branded Keywords in Apple Search Ads: Cannibalization or Brand Protection?

Branded Keywords in Apple Search Ads

Marketers voice many cons to running Apple Search Ads for branded keywords. Well-known companies usually say, “We have a recognizable brand and already rank #1 in the organic listing on the App Store. If we bid on the branded keywords, we simply buy the traffic we would get for free”.

Indeed, why should you bother paying for the brand keywords if they are already triggered by your organic listing? Especially if you have a well-known brand that people think of right away. You think about taxi – you search for Uber, you want to watch a new season of a show – you search for Netflix.

However, it’s not that straightforward as it might seem. Let’s figure out whether branded keywords in Apple Search Ads are budget wasters or brand protection guards.
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How to Calculate ROAS and Other Key Mobile Advertising Metrics

Metrics in Apple Search Ads

Cost-per-tap is an Apple Search Ads advertising model where you pay for every tap on your banner. The trick about CPT is that you don’t earn from the tap itself. You earn from what happens after.

After users tap on your ad, they find themselves on an app store product page, then (if things shape up well) they download, install and open your app. Only upon these actions users may make an in-app purchase, buy a subscription or view native ads.
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Apple App Store Guidelines: Requirements for All Product Page Elements

apple app store guidelines

Before the app finds itself on the App Store, it has to get through a review. For the process to be completed quickly and successfully, Apple provides requirements for each product page element. In this guideline, we’ve gathered all the information you need to consider before submitting your app to the App Store.
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Product Page Requirements: Google Play Store

Google Play product page

To discover apps up to their needs, Android owners turn to the Google Play Store. It may come as a surprise, but this is the first largest app store, which outperforms its Apple rival in terms of the number of available apps – 2.1 million against almost 2 million (as of Q3 2018).

The numbers are impressive, aren’t they? While users have a wide choice, the overcrowded stores are challenging environments for an app to be discovered. One of the things a mobile marketer can do is to build a proper product page. Below is our go-to guide with all the Google Play Store requirements.
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ASO Starter Pack: App Store Optimization, Mobile A/B Testing and Apple Search Ads

App Store optimization with SplitMetrics

If you’re new to the SplitMetrics blog, check out this post to equip yourself with insights into App Store Optimization (ASO), deep understanding of mobile A/B testing and the most efficient hacks to empowering your Apple Search Ads.
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Case: Lab Cave Achieves 45.8% Conversion Boost by A/B Testing App Store Screenshots

lab cave app store screenshots

It goes without saying, the two major app stores have different layouts, although the product page elements are quite the same. The differences were evident to the ASO experts at Lab Cave, a mobile growth company providing ASO and Ad Mediation services. After having tested their Play Store visuals, the company made a sensible decision to optimize their App Store screenshots.

Discovering what works better for different app stores was a strong reason, but the main one, however, was to identify what boosts the conversion rate from page visits to installs.
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Guide to Mobile A/B Testing: Proven Strategies, Professional Tips, and App Store Optimization Best Practices

mobile A/B testing guide by SplitMetrics

Mobile A/B testing has been around for quite a while and for a good reason. It can be widely used for marketing purposes: from getting data on the behavior of the target audience to user acquisition on major app stores.

If you understand the value of data-driven decisions, mobile A/B testing might become your go-to solution as it lets you get beyond the guesswork. Splitmetrics teamed up with Apptimize and created a comprehensive guide to App Store and in-app A/B testing which will help you grow your mobile business.

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