ASO A/B testing can boost your conversion rates by double digits when implemented effectively, helping convert more app store visitors into installs. However, many marketers struggle with A/B testing because they lack a solid foundation to support it.
In this blog, we’ll cover the fundamentals of ASO A/B testing and explore advanced strategies developed through years of experience in app store optimization. These insights will help you go beyond basic testing to achieve meaningful results. Plus, you’ll find a handy downloadable A/B testing checklist at the end to guide your next successful experiment.
Understanding A/B testing for ASO
ASO A/B testing involves comparing two or more variations of a specific element on your app store page—such as screenshots, icons, or videos—to determine which version resonates best with potential users. This form of A/B testing for mobile apps helps you identify what drives more installs by analyzing user behavior on the app store.
While you can control what percentage of your traffic sees each version, you can't target specific user segments like age, gender, or intent. Instead, the test runs across all users who land on your app store page.
The audiences exposed to your A/B tests may include:
- Users browsing through the Explore section on Google Play or the Browse tab on the App Store
- Users who discover your app via search results
- Any visitors who open your app page during the experiment
By comparing the performance of each variation, ASO A/B testing allows you to make data-driven decisions to improve conversion rates and boost app installs.
The Importance of A/B Testing for ASO
ASO A/B testing empowers you to make informed, data-driven decisions rather than relying on guesswork. Even a modest 3–5% lift in conversion rate can drive significant impact at scale, especially as part of broader app marketing solutions.
By improving your app’s conversion rate, ASO A/B testing can indirectly enhance organic visibility through increased install velocity. It’s also a powerful tool for testing new features, creative assets, or user interface updates. Many marketers use it to assess the effectiveness of seasonal designs or to validate changes before major launches.
Ultimately, every A/B test should aim to either boost performance or deliver valuable insights—both of which are key to refining your overall app marketing strategy.
ASO A/B Testing: What to Focus On
Both the App Store and Google Play provide opportunities to improve your app’s first impression by mobile app A/B testing the visual and textual elements users see before tapping on your app.
Pre-tap elements to test:
These components appear in search results and have the greatest influence on tap-through rate (TTR) and early conversion behavior.
- App Icon: Experiment with shape, color schemes, visual style, or brand presence
- App Title/Name & Subtitle: Focus on clarity, length, and keyword optimization (subtitle testing available through Google Play’s Custom Store Listings)
- Screenshots: Test background color, layout, sequence, and text overlays
- Promotional Video: Try different thumbnails, pacing, and messaging styles
Post-tap (on-page) elements to test:
(Primarily testable on Google Play through Store Listing Experiments)
These elements impact the on-page conversion rate (CVR), often acting as the final influence on whether a user chooses to install the app.
- Screenshots: Modify order, style, text, and color scheme
- Long Description (Google Play only): Test keyword density, content structure, and feature prioritization
- Feature Graphic (Google Play only): Try different backgrounds, with/without text, and CTAs
- Promotional Video/Preview: Adjust length, thumbnail, messaging, and call-to-action emphasis
Running mobile app A/B testing on these assets as part of your overall ASO audit reporting helps uncover what truly engages your audience and drives installs.
Real-world example:
Nike tested brighter versus lighter screenshot backgrounds and saw better performance with the bright blue version.
- Hypothesis: Brighter, high-contrast backgrounds increase user engagement and downloads
- Variable Tested: Screenshot background color
- Why It Matters: Visually compelling creatives can better highlight key features and influence user decision-making
By aligning these tested elements with user expectations and app value, you not only improve conversions but also boost long-term retention.
How to Conduct A/B Testing for Successful ASO
Every ASO A/B testing effort should either deliver meaningful insights or lead to improved performance. However, even experienced ASO professionals can make small missteps that compromise test reliability. By following these core principles, you can ensure your next ASO A/B test produces accurate, actionable results.
Test only one variable at a time
Select one specific element—such as the app title, description, screenshots, or pricing—and form a clear hypothesis about how changing that element will influence user behavior.
Testing multiple variables at once can muddy the results, making it difficult to pinpoint which change led to the outcome. To ensure your findings are actionable and repeatable, isolate one change at a time and measure its direct impact.
Formulate a clear hypothesis based on user behavior
Effective A/B testing relies on the scientific method. Begin with a clear hypothesis that explains why a specific change should impact user behavior. Without a defined rationale, your test becomes a guessing game.
Take Nike’s example: “If we use brighter backgrounds in our screenshots, the app will stand out more in search results, potentially increasing installs.”
A strong hypothesis outlines the expected outcome—such as more installs—and offers insight into user preferences, like a tendency to engage with high-contrast visuals. Even if the test doesn’t succeed, you still gain valuable knowledge about your audience.
Always consider your target audience
The wider your test audience, the more universally appealing your creative variations need to be in order to outperform the original. Narrowing the test scope—by targeting a specific country, language, or traffic segment—can lead to more precise and effective results.
For instance, one client found that bold, text-heavy screenshots resonated with users in Western markets but performed poorly in Japan, where users tend to favor clean and minimalist visuals. This highlights the importance of aligning your creative choices with regional preferences.
As a result, we advised simplifying the screenshots for the Japanese market by using a clean design and highlighting one clear message per image. This adjustment led to a significant increase in conversion rates. It’s a strong reminder that tailoring your creatives to fit cultural preferences can have a meaningful impact on performance.
Run your test for a minimum of seven days
User behavior often shifts between weekdays and weekends, which can impact the results of your ASO A/B testing. Ending a test too soon—after just two or three days—can lead to inaccurate conclusions due to short-term fluctuations in traffic, install rates, or conversion patterns.
In our experience, tests that run for fewer than seven days frequently show early front-runners that don’t hold up over a full week. That’s why we recommend conducting ASO A/B testing for at least seven days—and up to 14 days if traffic volume allows. Make sure each variant is shown for the same duration, and avoid the temptation to stop the test early, even if one version seems to be outperforming in the first couple of days.
Expect variations in results across different app stores
The layout of app pages and user behavior on Google Play can differ significantly from the App Store. That’s why assuming that results from one platform will automatically apply to the other is a common mistake in A/B testing for mobile apps. Differences in traffic sources, interface, and user expectations mean that what works on one store may not translate well to the other.
To ensure your insights are accurate and actionable, it’s best to run tests on both platforms independently—unless there’s a strong, data-backed reason to carry findings over without additional validation.
Monitor your traffic sources closely
Different traffic sources often show distinct user behaviors. If you’re running paid user acquisition (UA) campaigns during your test, be aware that this traffic may not reflect the same motivations or expectations as organic users.
For instance, paid users might be more influenced by ads or have different engagement levels, which can distort your test results. To avoid drawing inaccurate conclusions, aim to segment your audience—separating paid from organic traffic wherever possible—to get a clearer picture of how your changes perform with each group.
Use statistical confidence to validate your findings
Achieving statistical significance is crucial to determine whether your test results are meaningful or simply due to random variation.
While Google Play typically sets the confidence level at 90%, this is generally suitable for low-impact tests. For more critical changes—like updating your app icon or feature graphic—it’s better to aim for 95% or even 98% confidence.
Using a higher confidence level helps reduce the risk of false positives and ensures you can apply the winning variation with greater certainty and effectiveness.
Publishing your first A/B test (App Store and Google Play)
Once your hypothesis is clearly defined, you can begin your ASO A/B testing by following these straightforward steps:
- Access your app store console and navigate to the A/B testing section—this is called "Store Listing Experiments" on Google Play and "Product Page Optimization" on the App Store.
- Click on “Create a test” or “Start an experiment”, and follow the setup instructions.
You’ll need to define several key parameters before launching the test. These include:
- Traffic distribution: Decide what percentage of store visitors will see your test variant instead of the original listing. A common best practice in ASO A/B testing is to evenly split traffic between the control and variants to maintain accuracy.
- Test duration estimate: Set a projected timeframe for how long you expect the test to run. This helps gauge whether your results align with initial expectations, although the test will continue beyond the estimate if needed.
- Element to test: Choose which creative asset to experiment with—such as a screenshot, app icon, or title. It’s best to test one element at a time so you can isolate its effect and draw clear, actionable conclusions.
By structuring your test properly, you’ll gain more reliable insights that can help boost app store performance.
Conducting Store Listing Experiments on Google Play
Store Listing Experiments are one of the most effective ASO A/B testing tools available on Google Play. This feature lets you test multiple versions of your store listing with live traffic to see which variation drives the highest conversion rate.
To get started, go to the Store Listing section in the Google Play Console and click on “Experiments.” You can compare up to three variants against your current default listing and run the test indefinitely—or until you choose to end it.
Important: Store Listing Experiments are only available for your main store listing. Custom Store Listings are not supported for testing at this time.
Google Play allows you to experiment with most visual and textual assets on your listing, including:
- App icon
- Feature graphic
- Promo video
- Screenshots
- Short and long descriptions
However, you cannot test your app’s title, pricing, or custom store listing variations.
With A/B testing on Google Play, you can:
- Discover which elements most influence conversions
- Better understand user preferences by region and language
- Optimize your conversion rate through data-backed insights
- Detect trends like creative fatigue or seasonal performance shifts over time
Optimizing Your App Store Product Page
Product Page Optimization (PPO) is a powerful ASO A/B testing feature that helps App Store marketers measure how different creative elements affect conversion rates on iOS. Introduced with iOS 15, PPO tests are only visible to users running iOS 15 or later.
With PPO, you can test up to three creative variations (app icon, screenshots, or preview video) against your default product page, and each test can run for a maximum of 90 days. Only one test can be active per app at a time, but Apple does allow localized testing across all supported languages.
Before launching a PPO experiment, take time to define your goals and testing priorities. For some apps, updating screenshot designs may be the most impactful. For others, deciding whether to include a preview video could drive stronger results. Focus on the assets most relevant to your audience and think strategically about what will help your app stand out in the App Store.
Conclusion
When executed properly, ASO A/B testing is one of the most powerful tools in your app store optimization strategy. It takes the guesswork out of decision-making, reveals what truly engages your users, and can significantly boost conversion rates across both the App Store and Google Play.
The real impact of ASO A/B testing comes from running your experiments strategically. Always test a single variable at a time, build a clear hypothesis, segment your traffic when possible, and give your test enough time to reach statistical significance. Following these best practices ensures your tests deliver reliable insights and help you scale your app growth more effectively.
Ready to get ahead of the competition? Start uncovering market insights and running smarter tests with Applyzer today.
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