Increase Your App Conversion Rate Two-fold with App AB Testing in 2018

Jan 8, 2018 | Publisher: junedghanchi | Category: Other |  

Increase Your App Conversion Rate Two-fold with App A/B Testing in 2018 A mobile app development company would target to get the maximum number of installs for adding value to its app. For this, you need to think of strategies that can steer more people to your app page. But is that enough? Do all people who visit your app page actually convert into users and customers? The conversion rate of your app is the metric that helps you analyse whether the App store page elements convince people to visit your app and install it or not. You need to optimize various elements if your conversion rate is low and continue doing so until your installs double, without interfering with your user acquisition efforts. This is easier said than done! The most significant challenge here is to identify which specific elements are influencing your conversion rate. The most risk-free way to find this out is to do a split test for finding influential elements and developing winning combinations. What is app A/B testing? A/B testing or split testing is a method in which two or more options (store page element versions in this case) are compared, and the one that gives the best performance is chosen, and the results are analysed. The audience, in this case, should be unaware of their participation in testing. This is needed because your opinion is subjective and in order to find out the best way your audience interacts with a specific element you need actually to observe and quantifiably measure it. Why is it done? Optimizing all elements has a positive influence on the decision of the users to download an app when they land on the app store page. You need to set clear goals after you determine the channels for which you will A/B test. These goals can be: Evaluating a product: You get an initial vision of your product's position through pre-launch testing. Page elements may be used for pre-launch testing to determine if they resonate with the users. Increasing an app conversion rate: You can test your marketing hypothesis that that may increase conversion rate but is expensive and time-consuming in development and implementation. Validating a new traffic channel: You can analyse how people from new traffic channels interact with content and which elements engage them the most using A/B testing. Validating product positioning: Repositioning of a product may have a great impact on user acquisition. However, you need to test whether users actually receive and understand the new message you are trying to give by repositioning your product. Validating different audience segments: You can analyse your audience as well using app A/B testing as it tells you how well you connect with your target audience and helps you to optimize your page's message. What app store page elements need to be tested? Unlike web pages, on the app store, only eight elements influence the decision of the user to install an app. These are: Title (should be distinct and optimized using keywords) and product subtitle Icon (should have simple graphics, colours, characters, and logo) Description and promotional text (first few lines should be highly influential) Rating and reviews Screenshots (should accurately reflect the product and engage the potential user) Video Price In-app purchases How is it done? Extensive testing is the best way to increase your app's conversion rate two-fold. You need to split the audience into equal groups and place them on different variants of one element for testing. Each of these groups denotes the whole audience and acts as an average user would. This gives you a clear picture of the bent of the user towards any particular option and can help in deciding and applying the winner for improving the overall element performance. You should have a clear structure and define specific goals for the success of app A/B testing. Every successful A/B test starts with research and a mature hypothesis that should be based on customer surveys and competitor research and considers a user acquisition strategy. It should also correlate with an overall marketing strategy: organic and paid traffic, e-commerce, etc. Core principles behind successful A/B testing A/B testing is not linear; it is always an ongoing process. The audience should be unaware of their participation in testing. Thorough research and analysis are required before initiating the A/B testing. You can consult the App Store optimization guide to find scope for improvements. For determining the clear impact allows each version to represent only one hypothesis. The traffic source you choose should be an ads network that provides a wide range of targeting options (eg: Facebook ads). Targeted users/audience should be distributed randomly and equally among each tested variation. This may also be automated using certain services. Run a test for seven days preferably for fixing user's behaviour on every day of the week. A statistically significant number of active users are needed for acknowledging that the results are credible. This number depends largely on your actual conversion rate lesser the conversion rate, and more is the number of users you need. A/B testing can be subscribed for not only web pages but for many other elements like the name that promotes your product most effectively, CTA that gets maximum clicks, screenshots that drive app store installs, etc. In fact, the elements of every step, from acquisition to conversion to purchase, needs to be optimized through testing. A/B tests are the means of testing app store page elements and optimizing each step which varies depending on the channels you use. For example, users who find an app through paid ads, start looking at the screenshots on the app store page while users are coming from organic traffic, start with the icon and the title. Conclusion A/B testing provides you with the best means for increasing your app conversion rate by providing you with direct feedback from an audience and giving out the best interface to your app. Thus, you should apply A/B testing to double your conversion rate now if not opted for until now.


About junedghanchi

Juned Ghanchi is the chief marketing strategist at IndianAppDevelopers, a place to hire app developers India for high quality and robust mobile apps. His speciality comes in the form of developing and implementing marketing strategies which generate leads for the company.


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