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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Case Study: InnoGames Generates 22.5% More Profit Optimizing Campaigns with SearchAdsHQ

InnoGames case study with SearchAdsHQ

If you decide to give a new UA channel a try on early stages, your priorities will probably include making the most of the first mover advantage and generating positive results. However, it’s not always possible without opting for a quality third-party solution which can close gaps of Beta state.

André Ziller from Innogames shares their Apple Search Ads journey – from becoming an early adopter to optimizing long-running campaigns with SearchAdsHQ and improving the generated profit by 22.5%.

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Case Study: Verv Reinforces Apple Search Ads Statistics with Post-Install Events

Apple Search Ads case study

Apple Search Ads can still be considered a relatively new ad platform but it has already established itself as one of the best user acquisition solutions for iOS app publishers. However, taming a new ad channel is never easy.

Laura Burankova, Senior ASO Manager at Verv, shares their experience of mastering the App Store ads with help of SearchAdsHQ.
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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 Study: OLBG A/B Tests iOS Screenshots and Gets 61% Conversion Boost

ios screenshot tests with SplitMetrics

With ever increasing ad costs, harnessing organic traffic and achieving massive App Store presence should be publishers priority. OLBG, the company that creates apps with sports betting tips, is no exception.

OLBG decided to use A/B testing to improve their iOS screenshots, increase conversion rate and maximize presence in the App Store as it was their biggest source of free organic installsJess who looks after the marketing at OLBG agreed to share the story behind the optimization of their iOS screenshots.
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Red Rock Apps Unlocks Apple Search Ads Potential Optimizing Campaigns with SearchAdsHQ

red rock apps apple search ads case study

According to Zenith’s latest ‘Advertising Expenditure Forecasts’, mobile app advertising will be the main driver of global ad spend growth. It is expected that mobile will contribute $70 billion in extra ad spend between 2017 and 2020. The continuing app market growth favors this trend to a large extent.

Increasing ad spend means that publishers have to optimize expenditures and be in constant search of new cost-efficient channels. Apple Search Ads proved its potency this year. More and more user acquisition managers opt for this traffic channel due to 30% higher ARPU and 40% lower price than other ad networks.

Ruslan Guzelevich, the Senior User Acquisition Manager at Red Rock Apps, agreed to share the experience of running first Apple Search Ads campaigns and optimizing them with help of SearchAdsHQ.

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Case Study: Zimad Gets 36% Conversion Uplift by Optimizing Screenshots for Japan

People prefer visual content over text. Applying this trend to app store optimization, it becomes crystal clear that publishers should pay close attention to such product page elements as screenshots, icons, etc. After all, screenshots take a great proportion of app’s store page and get the the best part of users’ attention.

Yet, how to turn your visuals into a converting machine?

The internet offers loads of information on how you should design your icons and screenshots, but constant experiments of our clients prove that every game and app is individual.

Sure, there are some common app store screenshots patterns that you can use, but it’s important to keep in mind that every target audience will react on them in a different way, maybe even in opposite. Especially, when it comes to designing screenshots for new regions.

That’s why it’s essential to make optimization for different markets an integral element of your ASO strategy.

Valeria who leads app store optimization in Zimad shares their case study on using app A/B testing for optimization of their app product pages for the Japanese culture. 
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Why Negative Results from App A/B Testing May Weigh More than Positive Ones

app ab testing case study mallzee

The fact is not all app A/B experiments show a boost in app conversions. Other two types of results app developers often get from mobile A/B testing are:

  • No difference between optimized and control results.
  • Optimized results perform worse than control ones.

App developers interpret zero-results as lack of app A/B testing benefits for them. Yet, the reality is that if a hypothesis works worse or shows no difference, A/B testing allows you to see it on time and save money you would spend if changes in the live version of the app page were implemented.

It also gives you understanding which direction leads you to your final goal – conversion improvement. Basing on data app developers get from unsuccessful tests and App Store analytics, they continue developing ideas that will ultimately bring significant results.

Rachelle Garnham, a digital marketing manager at Mallzee, shares their case study on getting valuable audience behavior insights after running a series of tests with negative results.

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