A/B Testing Mobile Apps: Why it Matters

A / B testing, also known as split testing, is a process of showing two versions or variations of the same pages to different segments of visitors to the site or an app in question, to find the variation that generates more conversions and more clicks. It is crucial to be A/B testing mobile apps for various reasons, which we will go over here.


Why do mobile apps need A/B testing?

Now let’s take a look at the main reasons why you should perform A/B testing on mobile apps.


Solve the “pain points” of your visitors

People come to your apps for a specific purpose, such as finding out more about your product or service, buying it, or just browsing your home page.  Regardless of the user’s goal, they may face certain problems and obstacles (pain points) before they can achieve their goal: these may be unclear explanations or the poor way you organized a particular page. The difficulty or impossibility of reaching a goal easily shows that your app is not providing visitors with an optimal user experience. And all this friction that the user encounters on their way ultimately hurts your conversion rates. By using the data collected through tools capable of analyzing visitor behavior such as heat maps, Google Analytics, and surveys, you will be able to solve the main obstacles encountered by your visitors and make your app more efficient.


Get a better return on investment from existing traffic

Most digital marketers have long understood that the cost of acquiring quality traffic can be huge. A/B testing allows you to get the most out of your existing traffic and can help you increase your conversion rates without having to shell out a single penny to acquire new traffic. A/B testing thus offers a high return on investment, because sometimes even the most minor changes can lead to a significant increase in conversion rates.


Make low-risk changes

With A/B testing on mobile, you can make minor and incremental changes in your app instead of redesigning and creating a whole new app. This can avoid compromising your current conversion rates.  A/B testing allows you to achieve optimal results with minimal modifications, resulting in increased return on investment. For example, you can perform A/B testing when you plan to delete or update your product descriptions, to see how your visitors will react to the change.


Thus, A/B testing is a way for you to determine which way the scales will tip, and to make decisions accordingly, choosing among the different versions tested. You can also use this method when introducing a new feature change.  Before permanently introducing a new feature, running a trial as an A/B test on the relevant app section can provide you with valuable information on the relevance of this change. Changes made without A/B testing may or may not be successful.  But testing before making changes provides a lot more certainty and serves to confirm your initial hypothesis.


Achieve significant data-driven improvements

A/B testing is completely data-driven and leaves no room for guesswork or instinct. You can easily and scientifically determine a “winning” version and another “losing” version based on performance indicators such as the time spent on a given page, the number of requests for downloading a guide, the rate of cart abandonment, click-through rate, email open rate, etc.


Benefits for mobile developers

Currently, the app stores either lack a means of A/B testing (like Apple App Store) or offer limited functionality (as with Google Play Experiments), despite the fact that this strategy is paramount to identify what increases your sales (and what’s a waste of time and money).

So, you’ll need to use a solution designed with mobile developers in mind. SplitMetrics makes running A/B tests and figuring out what’s working easy.

The benefits for mobile developers are nearly endless, but some of the highlights include:

  • Higher conversion rates
  • Analysis of engagement metrics
  • Decision-making based on data and statistics
  • Ability to view app store experience from user’s point of view
  • Better use of resources
  • Insights into customer behavior
  • Achievement of greater business objectives


Sunvera Software develops next-level software applications from start-to-finish. Schedule a free 30-minute call with us to discuss your business, or you can give us a call at (949) 284-6300.