10 Best Practices for Mobile A/B Testing

Has the adage “App Store Optimization is an ongoing effort” ever crossed your mind? Indeed, it is accurate. Your work isn’t finished once you’ve optimized your app store listing and placed your software in the top spots. And when it comes to ASO efforts, mobile app A/B testing is one of your closest allies.

Mobile A/B testing is a powerful tool that allows you to experiment with different designs, features, and functionalities in your mobile app to identify what works best for your users. By testing different variations of your app, you can make data-driven decisions that improve user engagement, retention, and revenue. In this blog post, we’ll explore some best practices for mobile A/B testing that can help you get the most out of your experiments.

1. Set clear goals and metrics

It’s critical to establish specific objectives and KPIs before you begin A/B testing. For instance, you might wish to improve user retention, boost conversion rates, or increase user engagement. You can gauge the results of your A/B testing and decide whether they were effective by establishing clear objectives and criteria. Make sure the metrics you select for your company are pertinent to it and fit in with your entire strategy.

2. Test one variable at a time

To get accurate results from your A/B tests, it’s important to test one variable at a time. This means that you should only change one element of your app, such as the color of a button or the placement of a feature, in each experiment. By isolating each variable, you can determine which changes have the biggest impact on your users. Testing multiple variables at once can lead to inaccurate results and make it difficult to determine which changes had the most impact.

3. Use a large enough sample size

To ensure that your A/B test results are statistically significant, you need to use a large enough sample size. This means that you should test your variations on a representative sample of your user base to ensure that the results are reliable. Using a small sample size can lead to inaccurate results and make it difficult to determine whether your changes were successful. Make sure to choose a sample size that is large enough to generate meaningful results.

4. Keep the test running for long enough

When conducting A/B tests, it’s important to run each test for long enough to generate reliable results. Running a test for too short a time can lead to inaccurate results and make it difficult to determine whether your changes were successful. The length of time you need to run a test depends on factors such as your sample size and the size of the impact you’re testing. As a general rule, you should aim to run each test for at least a week to ensure that you have enough data to make an informed decision.

5. Use a reliable A/B testing tool

To conduct mobile A/B tests, you need a reliable A/B testing tool that can help you set up and run experiments. There are many A/B testing tools available, each with its own features and capabilities. When choosing an A/B testing tool, make sure to choose one that is easy to use, integrates with your mobile app, and provides reliable results. Some popular A/B testing tools for mobile apps include Firebase A/B Testing, Optimizely, and Apptimize.

6. Test on different devices and platforms

It’s important to test your app on different devices and platforms to ensure that it works well for all users. This means testing on both iOS and Android devices, as well as on different screen sizes and resolutions. By testing on a variety of devices, you can identify any issues or bugs that may be specific to certain devices or platforms.

7. Use qualitative data

While quantitative data is important, qualitative data can provide valuable insights into why users are behaving a certain way. Consider running surveys or conducting user testing to gather qualitative data.

8. Test in real-world conditions

When conducting A/B tests, it’s important to test in real-world conditions to get accurate results. This means testing your app in different scenarios, such as with different network speeds or in areas with poor connectivity. By testing in real-world conditions, you can identify any issues that may affect your app’s performance or user experience.

9. Analyze your results and iterate

After conducting A/B tests, it’s important to analyze your results and iterate based on what you’ve learned. This means taking the time to review your results, identify what worked and what didn’t, and make changes based on your findings. By iterating and improving your app over time, you can create a better user experience and achieve your goals.

10. Test regularly

Mobile A/B testing should be an ongoing process, not a one-time event. By testing regularly, you can continually improve your app and stay ahead of the competition. Regular testing also allows you to identify new opportunities for improvement and adapt to changing user needs and preferences.

Learnings about Mobile App A/B Testing

To have a successful App Store Optimization strategy, you should definitely include app a/b testing in your workflow. Here are your main takeaways on this topic:-

• Mobile A/B testing answers what type of variations convert the most.
• Start your test by researching and learning about your app category and competitors. This way, you’ll have a clear understanding of best practices and where you can improve your store listing.
• There is no mobile app A/B testing without any hypothesis.
• The amount of traffic to your experiment is crucial for the reliability of your results.
• Don’t experiment with more than one aspect per test.
• Run your experiment for at least 7 days. Usually, a good mobile A/B test stays live for between 7 to 14 days.
• Mind the Confidence Level to understand how accurate your results are, and don’t implement changes if your new variation wins with an advantage of less than 2%.
• Test as much as you can. There is always room for improvement.
• The key elements to test are the app icon, screenshots, and app video.
• Consider testing before launching your app in order to validate your idea, and then release your app already having a good-performing product page.
• Use in-app testing to boost retention rate, and to improve user experience in your app. 

Conclusion

Mobile A/B testing is a powerful tool that can help you improve your mobile app’s performance and user experience. By following these best practices, you can ensure that your A/B tests are reliable and generate meaningful results.

Remember to set clear goals and metrics, test one variable at a time, use a large enough sample size, keep the test running for long enough, and use a reliable A/B testing tool. With these best practices in mind, you can make data-driven decisions that help you achieve your mobile app’s goals.