What is the A/B Testing?
A/B testing is a technique to compare two variations of a metadata element. By identifying the variation that users prefer, app owners can improve their conversion rate. In other words, it is an experiment that helps improve the product page.
Another word for A/B testing is split testing.
The Process of A/B Testing
Split testing follows a specific process:
1. Selecting a Metadata Element.
2. Formulating a hypothesis.
Next, he should state a hypothesis: Which change shall create which result? The hypothesis should contain the metadata element, the aspect of it that will be changed, and the expected outcome.
3. Creating Variations
Each A/B test requires at least two variations of the metadata element that will be tested. It is possible to use up to four variations. Using more makes the test to complex.
4. Running the Test
To run a successful text, app store visitors should be split. The same share of all users should be directed to each variation. So, when running a test with four variations, 25% of the overall traffic should be sent to each of them.
5. Evaluating the Data
In case, the previously mentioned setup was used, the variation that created the most installs is the winner of the test. It delivered the best conversion rate. Before judging, sufficient data is needed, though. Evaluating a test too early on the basis of insufficient data can lead to wrong conclusions.