A Complete Guide to A/B Testing for Your Apps

Mobile technology is on a rise, like never before, with a few millions apps being downloaded every single day. Certainly, apps have changed the world and evolved over the years, with free apps being the first choice of users.

ab testing

As statistics reveals, there are approximately 1.6 million apps available in Google Play and 1.5 million apps in the Apple Store as on July 2015. Therefore, it’s obviously important to understand what users want to be served on the platter.

There’s a varied range of mobile apps already available in both App Store and Google Play, but you might see that only a few of these apps are actually popular amongst users. For instance, there are thousands of gaming apps, but only a few games like Candy Crush and Angry Birds could top the charts while the rest are still struggling for download. Obviously, there are valid reasons – players were given what they liked!

At this juncture, it’s critical to come up with something that’s fresh and new, stands out of the crowd, and gives pure entertainment. It is equally important to create a brand name and awareness that people would love to talk about. Customer retention is the key!

So, if you are in a phase of developing a mobile app, or you’ve just launched an app in the market that hasn’t been able to climb up the charts, it’s time you should revisit the app strategy and think of improving your app.

In addition, you have to also find out why your app couldn’t succeed expected. The best approach to do so is through A/B Testing.

What is A/B Testing?
Also called Split Testing, A/B testing is a tool that allows you to compare two different versions of the same app/web page to see which one is a better performer. Two pages are taken as two variants, A and B, and the result is yours.

Just like a science project, you can test the mobile app. You can add two or more app pages and choose the one that performs better. It also helps you to back up all your guesswork with hard testing data. Moreover, it gives you the result as well as the ROI of your marketing strategy. Today, market leaders engage heavily in this method of testing to gain popularity among users.

How to Go Ahead with A/B Testing Strategy?
There are a few golden rules to follow when you are going ahead with the A/B Testing strategy:

Rule 1: Planning
It is very important to plan your project in time. Once you know what to do, you have to decide what you wish to test. This might take you through a series of tests or variables that need attention, such as color, text, button size, image size etc. Anything that could convert the best has to be updated.

However, it’s imperative to ensure that your idea and vision is clear and you know what exactly you want. You should also be well aware of the baseline results – the result you are getting now. Only then you can understand the differences created for your app by A/B Testing.

Rule 2: Strategic and Simple Startup
When mobile interface is concerned, even minute changes can make considerable differences. Always begin with smaller tweaks and changes, taking just one variable, targeting the simplest and major elements like navigation, headlines, or color schemes.

Rule 3: Aim for Holistic Result
Whenever you choose to make some changes to your app, look for long-term and holistic results instead of short-term goals. It’s obvious that you would want to increase the rate of conversion for the app, but it may not happen right after running the first test.

Rule 4: Focus on User’s Needs
Understand what users want – that’s very important for A/B testing. Do you understand how pizza delivery stores are doing such great business? Well, that’s simply because they have specific customers who already know what they want even before visiting the store.  Customers rely on consistent experiences.

Likewise, know what you want to serve to your targeted customers. If you are a master of something, define the target audience, understand what they need, and keep serving them effortlessly.

Rule 5: Customer Involvement
Understand your customers’ needs and design you app around them. Although it doesn’t guarantee that all visitors would try your app, you can at least aim to provide them the best and understand why some of them didn’t like your app. The reason for non-conversion behavior is something that you should understand and work on. With this, you can document the issues with customers and use the data to make some important changes to your app in the future.

Important Elements of A/B Testing
Once you are through with the rules of A/B testing, it’s time to move on to the next most important variables to test.

  • Headlines Testing: When people visit your app, the first things they see are the headlines. So, your headlines play a key role in attracting and holding customers, making them excited about your offers, and convincing them to stay. Headlines are, thus, the most important tests and are indeed known to create a significant impact on conversion rates.
  • Price Point Testing: Pricing is yet another complicated topic. Most business owners and entrepreneurs price their items by their gut feeling or following the supply/demand ratio, which may not be correct. Pricing any physical product involves technical aspects too; for instance, pricing a physical item may be manageable, but a digital product that doesn’t involve production cost is often hard to price. The price of such a product should be decided as per the market value. The concept is – higher the price of a product, lower the demand, and vice-versa. As the price rises, demand drops and that marks the fall of revenue too.
  • App Store Description Testing: You have to describe your app well so that it leads to conversion. After your app title, focus on the app description. Customers always do that! This description is the vehicle for maximum customer acquisition. From a simple marketing message to reviews and ratings, keep it short, simple and concise.
  • Payment Gateway Tests: Some payment gateways have already earned the trust of buyers. So, you should have an optimized payment gateway that impacts conversion rates significantly. Unsecured payment gateways can just pull you down. Thus, it is advised to take a safer and secure gateway like Stripe or PayPal.

To make your work easier, noted below are some A/B testing tools with similar features that can make your job simpler.

  • Optimizely
  • Five Second Test
  • Apptimize
  • Google Analytics Experiments
  • Kissmetrics
  • Adboce Target
  • Convert Experiment
  • Vanity
  • Maxymiser

Conclusion
This article summarizes some of the best practices and most effective testing tools to be used for A/B Testing. You have plenty of choices for this competitive market, but bear in mind that you need to choose the best strategy for your business.

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