Intelligent ASO is capable of increasing conversion without extra traffic expenses and app A/B testing is its core ingredient. Once you decided to optimize your product page, there’s no use applying random changes in the app stores and waiting for phenomenal results straight away.
The truth is, you never know what will work and what will deteriorate your app’s performance. That’s why app A/B testing is a must when it comes to ASO.
Basically, A/B testing is a method of hypothesis checking. You distribute traffic equally among two or more variants of your app store page element (icon, screenshots, etc.). Each group represents the whole audience and behaves like an average user would. Thus, you identify a variation with the best performance.