Applications Store A/B Testing: Google Play Store Experiments Custom Product Pages

Now, we understand that Applications Store A/B Testing plays a significant role in the performance of an app. A high conversion rate for your app and the efficient searchability of your app is crucial to success in acquiring customers. If you don't implement a thought-out ASO strategy could cause your app to slide towards the end of the app store's listing and eventually be buried, which is the last goal for app marketers! This is the reason Google Play Store experiments come in. They are an essential tool in ensuring you know your customers and what elements of your page can effectively convert users to install your application.

The app marketing industry has heavily depended upon the Google Play Store Experiments to run tests on their listing for quite a while. 

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What is Applications Store A/B Testing?

Google Play Store Experiments is an android A/B test function tool provided by Google through Google Play Developer Console. Google Play Developer console. This tool lets developers test multiple variations of the Store's listings for different customers to see the most liked one.

Applications Store A/B TestingApplications Store A/B Testing, Source:

You can try various elements of the listing, including the copy, images, the icon for your app videos, etc. It also permits the ingredients to be monitored and tested within the Google Play Store console. Google Play Store console to examine the controlled version (that is, the listing as it was initially) against the results of various messaging and creatives to determine which ones result in more conversions.

Store Listing Experiments for Google Play (100 Days of Google Dev), Source: Youtube, Google Developers 

Here's an example of different screenshots that are being tested:

Where Applications Store A/B Testing?

However, Google Play store experiments aren't perfect. They do not have an on-page section for behavioral analytics for viewing video watch rate and gallery rate for screenshots which would be beneficial. Therefore, even though Play Store experiments make it easier to determine which variant is most successful, they do not explain why. What made the copy of variation B better than the A and control? What element of the creative led to the increase in installs? It isn't easy to make data-driven choices regarding which variant is the best to help your CVR. It's therefore essential to define your goals before. There are a variety of third-party A/B testing platforms which can be utilized to give more insight into your data.

How can you improve and master your approach to experimentation?

We have outlined the essential suggestions you must remember to keep in mind to ensure that Your Google Play Store Experiments successful

1. Create a purpose for your application store research

As with every marketing campaign, your experiment should begin with a clear goal. Before you start A/B testing, you must know what you want to test and what you want to achieve.

A/B testing generally starts with a hypothesis. 

Why You Shouldn't Use a Hypothesis in Your A/B Testing, Source: Youtube, Testing Theory

The test will be conducted in a controlled environment. For a successful experiment, you will require traffic for statistically meaningful outcomes. The timing is crucial here; however, it's not the most effective idea to begin tests on day one of the launch of your app, particularly if you're not yet able to collect data on your conversion rates. It is essential to determine whether you're getting the proper amounts of traffic to a charge of data that can yield conclusive and reliable results that you are confident in. So are you able to gather enough information to attain statistical accuracy? It's always helpful, to begin with, a sample size calculator to verify that this is indeed the case.

After that's been verified, the importance of exposure is still there. Although the test audience is not random, It is also crucial to give your study the chance to attain statistical significance by reaching. A split of a single test audience of 50/50 is an excellent idea in that it expands your test audience and boosts the exposure of your test variant. It accelerates your path towards (hopefully!) definitive results.

2. Choose the features you want to Applications Store A/B Testing

It is essential to understand what features you would like to test. Each app is unique; therefore, the features you can choose to try can vary. Below, you will find examples of features that you can test within the Google Play Store. Google Play store console:

A/B Testing Intro: Why, What, Where, & How to A/B Test, Source: Youtube, Testing Theory

It could be beneficial to create experiments; However, don't forget to check your metadata because this could significantly impact the conversion.

The results you get from each option help determine which ideas and messages are most effective. This will allow for better optimization of the Store. Conducting successful tests also aids in developing your ASO strategy to provide your app with an edge over the other app in the same genre.

3. Monitor your app store experiment results

After you've completed your experiment and identified the most successful variant, It is essential to observe its effects on your installation.

Applications Store A/B Testing with iOS15

Let's go to our next destination: the Apple Store, and experience the moment that all ASO professionals have been anticipating. In July, Apple promised app developers two brand new iOS15 features, including Custom Product Pages and Product Page Optimisation, both of which will bring significant improvements to ASO. Let's review how they could assist mobile growth professionals.

Personal Product Pages Customized

Custom Product Pages (CPP) are the latest feature of App Product Pages in the Store. CPP allows you to create different variations of your App Store listing that showcase various features or content in your application and make them available to other users via unique URLs.

A/B Testing for Apple Product Page Optimization, Source: Youtube, App Masters

You can now modify your screenshots, promotional texts, and app previews to match each of your localisations for your pages. That means that any users who arrive at the Custom Product Page (via a click on the unique URL or an ad) will see the custom version of your product page with the customized content you have created. This feature can allow as many as 35 CPPs on each live app.

When the customized product page is completed, you can then share the unique URL via advertisements on social media and user acquisition campaigns. This is particularly useful when planning to display popular or seasonal content.

The results are measured

Another benefit of the function is that you can track the performance of your customized pages for products in App Analytics within App Store Connect. Clicking in the Acquisition tab, you will be able to look at the number of impressions, downloads as well as redownloads, and conversion rates. All of these give you valuable information about the success of your page in generating more installs. However, there's more than you can do. You can also test pthe erformance of customized pages to your default page to determine which has higher engagement and a more significant amount of in-app spending.

Product Page Optimisation on iOS

Compared with Google Play Store experiments, Product Page Optimization (PPO) lets you examine different aspects of your app store's product page, including icons, screenshots, and preview videos. It's a fantastic tool to discover the type of content that resonates with your customers, offering you the chance to test various hypotheses within your Apple Store's native Apple Store environment and increase your app's conversion rate.

Product Page Optimization - A/B Test Your Icon in the App Store & More!, Source: Youtube, App Creator: Beyond Coding

You can make three different variations ('treatments') of your list compared to the one you created and then show them to a specific percentage of randomly iOS15 or later customers. The way you divide the viewers (80/20 or 50/50) is entirely your decision. Apple allows you to select the proportion of traffic divided between the two treatments.

The results will be visible in App Analytics within App Store Connect for the Custom Product pages. Connect will also display the data, which allows you to analyze the number of views, installs, and conversion rates for each listing in your App Store.


To summarize, The Google Play Store's Experiments must be incorporated into the Strategy for ASO. They should be used to maximize your chances of converting potential customers to installs. Be sure your goals are clear and that you have your sights set on the plan. Make sure to make your variations as distinct as possible while staying in line with your branding to ensure you can identify what your customers are searching for. After you've had a few impressions, it's time to begin running your experiments!

With the introduction of brand new iOS 15 features - Custom Product Pages and Product Store Optimization - mobile development practitioners can test various versions of their listing, design customized pages for their products, and distribute their URLs within User Acquisition Campaigns. These two features have changed the way you experiment through your App Store. 

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Hope this article is helpful to you, thanks for reading.



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