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Creating an Effective A/B Testing Strategy for App Stores

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Creating an Effective A/B Testing Strategy for App Stores

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Creating an effective A/B testing strategy can be a real challenge. We joined the App Radar Webinar to answer all the hot-button questions:

How to craft your A/B strategy from scratch
How to design hypothesis and evaluate results
How to get real techniques and strategies to follow
You’ll find all the answers you need provided by Natalie Ostapovich, Customer Support & Account Manager at SplitMetrics, and Elisa Mourão, Marketing Manager at App Radar in the short and easy-learn slides and infographics.

Creating an effective A/B testing strategy can be a real challenge. We joined the App Radar Webinar to answer all the hot-button questions:

How to craft your A/B strategy from scratch
How to design hypothesis and evaluate results
How to get real techniques and strategies to follow
You’ll find all the answers you need provided by Natalie Ostapovich, Customer Support & Account Manager at SplitMetrics, and Elisa Mourão, Marketing Manager at App Radar in the short and easy-learn slides and infographics.

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Creating an Effective A/B Testing Strategy for App Stores

  1. 1. Creating an Effective A/B Testing Strategy for App Store Live Webinar + Q&A Natalie Ostapovich Customer Support & Account Manager @ SplitMetrics Elisa Mourao Marketing Manager @ App Radar
  2. 2. 30 minutes A/B Testing Natalie Ostapovich Elisa Mourao Live Q&A splitmetrics.com appradar.com
  3. 3. Agenda Pre-Launch A/B Test A/B Testing in App Stores 01 02 splitmetrics.com appradar.com Timeline Hypothesis What to test How to run A/B tests How to Analyze Results
  4. 4. A/B Testing Timeline Research Brainstorming Creating Variations Running Experiments Analysis splitmetrics.com appradar.com
  5. 5. Pre-Launch A/B Test App Pre-Launch Marketing Plan
  6. 6. Why and How to A/B test in Pre-Launch Phase? Validate your app idea; Find positioning; Find target audience; Prioritize app features; Polish store listing. splitmetrics.com appradar.com
  7. 7. How to interpret results and move on? Conversion Rate; Performance in different audiences; Bounce Rate; Explored sections from the store listing. splitmetrics.com appradar.com
  8. 8. A/B Testing in App Stores
  9. 9. How to come up with a strong hypothesis? Research Phase App Product Page vs. Category and Search Page What type of experiment should be aimed for clear results ? How many hypothesis should be tested at the same time? splitmetrics.com appradar.com
  10. 10. What elements to test? Icon, screenshots, video How about the other elements in the store listing? splitmetrics.com appradar.com
  11. 11. Testing the App Icon splitmetrics.com appradar.com 22% Uplift Color palette
  12. 12. Testing the App Screenshots splitmetrics.com appradar.com 24% Uplift Portrait vs. Landscape Colors Order Features vs. Gameplay
  13. 13. Testing the App Video splitmetrics.com appradar.com 17% Uplift Does an app video increase conversion rates? Which videos show better performance? How many videos should I have in my store listing?
  14. 14. How to Run A/B Tests splitmetrics.com appradar.com For how long should I run my test? How does targeting work with A/B testing? What is enough traffic for an experiment?
  15. 15. splitmetrics.com appradar.com “It normally takes at least 50 ‘Clicks to Install’ per variation to get statistically significant results. On average, you need 400-500 visitors per variation for a test on your app’s product page and 800-1000 users per variation if you run an experiment on the search or category page. SplitMetrics ”
  16. 16. Analyzing Results What is and how to interpret the Confidence Level? How to choose a winner? Main KPIs 01 02 splitmetrics.com appradar.com Visitors per variation Clicks to install per variation Time to click to install Engagement rate in the store listing Improvement Metric Retention rate 03
  17. 17. Analyzing Results – Best Practices What if my new variation loses? What if I don't have an answer after the test? Should we use the same winning creatives to the App Store and Google Play or should we a/b test per store? splitmetrics.com appradar.com
  18. 18. Thank You! Questions? Natalie Ostapovich Customer Support & Account Manager @ SplitMetrics Elisa Mourao Marketing Manager @ App Radar Sign up: appradar.com Follow us on social media: appradar appradar appradar_com App_rad ar App Radar splitmetrics.com searchadshq.com splitmetrics.com/agency/

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