What is A/B Testing and How You Can Use It

Have you ever wondered, “What is A/B testing?” Maybe you’ve heard of it before, but you aren’t sure what it is or how it’s done. If that’s the case, keep reading so that you can learn more about this helpful testing method.

What is A/B testing?

Also known as split testing, A/B testing is the comparison of two separate strategies in order to determine which one produces the best results. This can be done for your app’s store page, website, screenshots, in-app content and design, and more.

Here’s how it works:

  • You decide which element of your marketing plan or app to test. This could be your app’s icon, ad copy, CTA, push notification strategy…
  • Once you’ve made a variation of the element you are testing, there will be two separate versions of your app or web page. One is the control version (with the original element) and the other is the variation (with the changed element).
  • The direction of traffic gets divided between those two separate versions.
  • After some traffic has visited the control version and the variation, you can review A/B testing analytics.

Analyzing the results of the test allows digital marketers to fine-tune their mobile marketing plan so that they can attain the highest level of success possible.

How to carry out mobile A/B testing

Wondering how to get started? Let’s go over the mobile A/B testing process right now.

Determine your goals

Before doing anything else, you need to figure out what you want to accomplish. Maybe it’s to acquire more users. Or maybe you simply want website visitors to subscribe to your email list.

Decide what to test

Next, you need to pinpoint which elements of your app or your marketing plan affects your goals. If your goal is to acquire more users, you need to test each aspect of your user acquisition plan.

Make the variation version

The next step is to change the elements you decide to test. For example, if you’ve decided to try changing your app’s icon in order to acquire more users you will need to create a new version of the icon.

By testing different versions of your icon, you can see which one causes the most users to download your app.

There are other factors that play into a user’s decision to download your app. Changing the app icon is only one example. There are also different goals you could set, which further increases A/B testing possibilities.

Start testing

When you are ready to run the test, the traffic will be split between those who are directed to the control version and those who are taken to the variation. How users respond to each version will be recorded by your A/B testing tool.

A/B testing analytics

Looking at A/B analytics will tell you what adjustments would be beneficial to your app or your marketing plan. Use the A/B test results as a guide for making the necessary changes that would enable your app to attain more success.

If your original elements produce better results than the variations, you can perform further testing until you find changes that deliver better results than your initial elements.

Keep testing

Once you’ve wrapped up a round of A/B testing, you aren’t finished! If you want your app to reach its full potential, you need to keep tweaking its in-app experience and your marketing efforts. Knowing which changes would be the most effective requires periodic A/B testing.

Now that you understand what A/B testing is, you can begin using it to improve your app and your mobile marketing strategies.

If you want to learn more about how to make your app successful, read our other articles at AppRankCorner.