Raise your hand if you have opened at least three applications today.


Are you standing in front of the screen with your hand raised? Then this article might interest you… If you are a developer, be prepared to take notes!

Probably what we are about to give you will seem totally crazy numbers, but we can assure you that they are true: in 2020 the turnover of the Apple Store grew by 24% compared to the previous year, with a total turnover of 643 billion dollars. Both during lockdowns and periods of restrictions, our smartphones have played a key role in allowing us to do at least some of our daily activities. We have downloaded apps for video calling, for playing sports, recipes, shopping online, for reading, for playing … they have changed the way we live and interact, and we still use many today, although many things are back to being like in the era. pre-covid.

Downloadable apps are constantly increasing, and it is now difficult for developers to offer something different or change their features to stand out against such a competitive competition.

However, Apple announced a few months ago that it will implement A / B tests within the App Store.
These changes are related to the product sheet. It will certainly be a great help to better target your users and make you discover by those looking for the services or products you offer. It will be possible to test:

  • App image
  • Colors
  • Caption
  • Orientation and order of images / videos
  • Use of testimonials
  • Features to show

Do you already know what an A / B test is?


Here is a little review

This is a series of tests aimed at offering the final consumer the best service and experience.
Users are divided into two groups. Each of these is presented with a different experience. The first, group A, also called “original” is shown, in fact, the original variant of what is tested. The second, the B, which is also called “variant” shows the modification that you want to experiment.

The result is mathematical and always safe. There is always an answer, which is precisely why it is so loved by developers. You may have already noticed that companies with the most numbers on the web often conduct test-based analytics, such as Facebook, Google and Amazon.

Best Practices per gli A/B test


We hope you did not think that conducting this type of test is child’s play … In order to be truthful and provide useful data, you need to follow specific rules and steps.
We already tell you, then, that an A / B Test has a beginning but not an end. It is a cyclical process in which anything can be tested.

1. Research
First of all, to stand out on the dozens of competing applications you need to understand what is missing in the app store that could be useful to the user. Even aspects that are already present but can be improved can be an excellent starting point.

2. Develop your hypothesis
What do you want to try to change in your product sheet and what results do you want to achieve? From the research done previously you have to define a variable that you think is worth testing.
Of course, every app is different and there are so many things that can be tested.
From our experience as app developers, we can advise you to focus on user onboarding, their retention, engagement rate and, for apps that feature transactions, every part of the funnel that leads to the final conversion. Some examples are the number of forms needed to register for an account, the frequency of push notifications, the text of the CTAs, new features and the placement of banners.

3. Select your audience
What can your target audience be? You can carry out A / B Tests to define it or work on what you have already studied and selected. You have to divide the audience heterogeneously between the two groups (original / variant). We advise you to focus on two and not expand too much the various segments to avoid obtaining a result that is too approximate (P.S. if you divide the group into more than two segments the test would take the name of split test)

4. Analyses
Once the test is complete, you can study the results. Remember to always review anything that could affect your test.

5. Implement the changes
Have you figured out what works best for your app? Then implement the changes and make them visible to all the public. Not convinced of your test? Try to deepen some aspects, to differentiate the groups more, to make some small changes on the variant … try to understand what went wrong and correct!

6. Repeat
That’s right … It is not certain that the change you have made will give you positive results forever. The A / B Test is a cyclical path. The time will surely come when you will have to take it all over again.

Get ready, because you’ll have to roll up your sleeves again in a while!
If you are a beginner with tests, keep in mind that there are rules to follow in order to truly count on the results obtained.

Define what you want to test
Starting with an A / B test without a hypothesis has been proven to be counterproductive. It would be a waste of time because it will not provide you with useful information and can hardly be a starting point. Still haven’t found a hypothesis? Keep looking and study your competitors well!

Be open to surprises
Have they ever told you that the world is beautiful because it is varied? You will see that you will get results that you never expected. Do not think they are wrong, rather resigned to living in a way of bizarre people … or take other tests!

Don’t shorten your tests
Even if it seems to you that these experiments do not give you the desired results, never shorten them, but always respect the end date that you had foreseen.

Don’t change your tests
If you change something in the current search, the data collected at the end may be confusing and you may not be able to trace which change produced the best result.

Try seasonally
What has gone wrong now may have different results in the future! We are always influenced by factors such as seasonality, moods, the historical moment, fashion etc … If you believe that an idea can be spent in the future, set it aside only momentarily!

For web operators this type of experiment is really an ace in the hole to constantly respond to users’ needs. Continuous optimization leads to ever greater results!
Always set new standards of efficiency and usability on your digital products to always be one step ahead of your competitors.

Mobile apps are a somewhat difficult sector to deal with, if you feel you do not have all the necessary means to get into this system, rely on experts!