A lot has been said lately about what a/b testing is but many marketing managers do not know exactly what it is and how it works in practice.
A/B testing is commonly referred to as “split test” because at the end it is a way of comparing two different approaches to see which one performed better.
In most cases, it is a tactic used with the main goal to optimize a mobile marketing strategy, usually related to some websites, e-commerces and apps.
How it actually works
When it comes to testing, there should always be some hypothesis. Otherwise, you would not be running a test, right?
First of all, you need to have a goal in your mind and determine some options for that test. Then, you need to focus on driving your audience to your app pages.
The traffic that was driven to your app, should be split between the control version and some other different version, so you can see which one achieved the best results.
In addition to that, this tool enables you to decide if an icon works better in a different color, if a call-to-action button drove more conversions and so on.
Running an a/b test properly
Like we’ve mentioned previously, it is key to determine what your goals are when running an a/b test. If you focus on higher conversion rates, so be it. This sort of tactic is frequently used to achieve greater results.
After determining your objectives, it is time to evaluate what solutions can be implemented to solve a problem your app might have.
There are many examples we can use to explain to you how it works. You can use a/b test to know which icon stands out more amongst your competitors on the app store, which app preview video generated more traffic to your app and so on.
That is why testing is crucial when optimizing marketing strategies for your app. Also, keep in mind that this is a never-ending process that should always be done to achieve goals.
Always check your conversion rate
Let’s say you’ve got an app that is in the Google Play Store, it is possible to check your current conversion rate by simply clicking the “Acquisition Reports” tab, which enables you to see the number of downloads performed by users organically.
It is also possible to compare your app’s results against competitors in a similar app category.
On the other hand, if your app is in the App Store, make sure you check the “Analytics” and tap “Conversion Rate”.
After you click it, a report will show you the current conversion rate of your app daily. This way, you can see what sort of results you’ve been getting through a/b analytics.
Focus on long-term goals
We have a tendency to focus on short-term goals and this is not the best approach for your app. It is important, of course, but you have to see the big picture.
Definitely, you have to make adjustments after running tests in order to know what works best for your company. However, remember that great results take time and it might be necessary to run a few more tests and still make other changes to achieve your goals.
Also, it is essential to focus on understanding your customer’s needs and provide an experience that they will recall your brand. A great way to do it, is to always pay attention to customers’ feedbacks, so you can establish a long-term relationship with them.
At the end of the day, a/b test is necessary to make changes in your app but it is not all you have to do. It is important to make adjustments based on feedback from your clients. If you have any questions, drop us a line and we will get back to you soon.