User retention is one of the most important metrics of App Store Optimization. If people download your app, but don’t use it, then that tells Apple and Google that your app probably isn’t very good.
…and that will lead to lower app store rankings.
The reality is that you might have a fantastic app. But there may be a few small things that are turning people off.
This might be a confusing headline, a lack of instructions or a link that needs to be more obvious.
Yes, small things like this really matter.
But the good news is that you might only be a few tweaks away from having an app that people really love and use everyday.
That is where in-app A/B testing comes in…
Why You Need to A/B Test in Your App
A/B testing allows you to test ideas inside your app and see what people like and don’t like. Remember, not everyone will leave a review and tell you what they like about your app.
So you have to be proactive and figure it out for yourself.
But this can be a daunting task.
Mobile A/B testing tools help you quantify how users are navigating through your app and
How Mobile A/B Testing Tools Work
If you have never used an A/B testing platform before, it is usually very simple. First, you add a SDK to your app.
Then you think of an idea that you want to test. This may be a headline, a different screen design, or a different button color.
Login to the dashboard of your platform and you can usually edit elements of your app visually. Here is an example from Mixpanel.
Then you can test the results of the two variations and see what works best. This will allow you to iterate and constantly improve your app.
There are many mobile A/B testing tools in the market, but before making a decision, you need to consider the pricing, features and support that fits your budget.
Let’s take a look at the top solutions on the market for mobile A/B testing…
Optimizely is one of the most popular testing platforms and one of its biggest benefits is that it allows you to best you ideas across iOS, Android, mobile web and desktop browsers.
It’s a very simple tool and it doesn’t require any coding to get started. Optimizely gives you the ability to roll out and roll back changes, without submitting a update to the app stores. It also provides great features like visitor segmentation and personalization.
They have a personalization product that can also help you with user retention. Their products are primarily targeted towards enterprise users, with plans starting at $1,000 year (at the time this was written).
Apptimize is available for iOS and Android, and it offers both free and paid packages. It integrates with analytics solutions like: Google Analytics, Localytics or Mixpanel.
The platform supports: Objective-C, Swift, Java, HTML5, Xamarin, React Native. If you can code it, you can test it on the fly.
They offer a 30-day free trial to get you started.
Mixpanel is another one of the big players in the A/B testing industry. Since Mixpanel also provides app analytics, you have the benefit of seeing how changes affect all parts of your app, not just the first tap.
You can even test small programming changes like the physics of your game, to see what users like best.
They also offer a suite of mobile app tools like:
- Audience Analysis
Their pricing plans are tiered, so your monthly subscription grows with you. They even offer a free plan with 25,000 data points, to get started.
Leanplum is “the only fully integrated optimization solution for mobile apps” that offers both A/B testing and marketing automation service. You can choose the free or one of the paid plans that best fits your needs.
Leanplum’s another advantage is the availability on REST API, Unity, Android, iOS and HTML 5.
Splitforce allows you to test your ideas with native libraries for Android, iOS and Unity. You can target specific user segments and they have an auto-optimize feature that will automatically do the A/B testing for you.
The platform also allows you to download your data for further analysis or storage. You can read their getting started guide here.
Their pricing plans are reasonable and they offer an indie plan for publishers who are just getting started.
Check out these A/B testing solutions and see which one fits your needs and budget. Then implement it right away.
You might be surprised at what you discover.
Which A/B testing tool are you using? Feel free to share in the comments below…