How to Perform A/B Testing on Your App Store Listing

A mobile app user decides whether or not to download an app in only a few seconds. These critical few seconds don’t afford marketers much leeway to tell an app’s story, let alone convey its unique value proposition.

We often write about why you need to plan marketing initiatives before mobile app development, and this post is no exception. Without proper research and planning, you run the risk of wasting a lot of your marketing and advertising budget if users engage with a campaign link, but don’t download the product. There was initial interest, but what went wrong? Achieving success in the app stores is impossible if your app store optimization (ASO) decisions aren’t rooted in data.
Optimizing various elements of your app store listing helps you attain a higher ranking in search results. A popular tactic for increasing app store visibility is strategically placing keywords throughout the product listing. Three main factors contribute to the quality of a keyword: relevancy to your audience, the competitiveness of the keyword, and search volume. Even though search still accounts for 65% of app downloads, a well-rounded ASO strategy is more than keyword optimization. That’s not to say keyword targeting shouldn’t be a significant aspect of your promotional strategy, but it’s only one piece of the puzzle. Mobile app publishers can’t underestimate the conversion value in product listing components like an app icon, product screenshots, and video preview.


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