The Ultimate Guide To Mobile App A/B Testing
Mobile app development / 20-January-2016 / minute read

The Ultimate Guide To Mobile App A/B Testing

Mobile app A/B testing lets you observe usability of mobile app & help in enhancing & provide a better user experience to their users.


Blue or Green/ Green or Blue…which combination will make the app more likable? Will Red color make the purchase button a hit? Can contrast do the trick?

Do such questions plague your mind? Well, then let the A/B test do the finding. The key to making successful apps is to go for repeated testing and optimizing till the product gets a check. This or that, that or this, A or B, B or A; A/B testing tools will give all the answers you are on the lookout for. And the best part- you get the conversion meter ringing. The method filters out the options and gives you the information that should be kept to involve your mobile app users properly. Believe or not, but even the smallest of decisions can change the number game and take you ahead in the race. And what’s more; you can bat it for the future as well. So, first let us know what A/B Testing is:-

A/B Testing is a method that compares two versions of a webpage or app to see which outshines others. You go about changing one thing in a feature or a screen at a time and then compare the noteworthy changes that it brings to the app metrics. By implementing this technique you can notice the influence on sales, behavior, retention rates or any other parameter you want to analyze. This way you also become clear of the options to include and leave as these are the simple features that make your app stand out.

The Answer

A/B testing for web pages has proved its mark in the testing process, but the testing procedure for apps is new in the line and is still to catch the buzz. Want valid results that initiate calls-to-action? Here are a few pointers you should give a thought to-

1. Get On With Segments

App A/B testing tips


It always better to be a little systematic and divide your visitors into different categories based on different items like age, gender or behavioral preferences. Now, there are various factors to be considered like the usage of mobile users as against desktop ones, the pattern of the new user as compared to the returning ones and the difference in the e-mail traffic as to the organic one. You might get discrepancies in the data if you account for all the users in the same bracket. The results do get remarkable when you can pinpoint the aspects that will be ideal for the users.

This method can be a good resource for your time and money as you get a fair idea of the segments that require more skill and attention. For instance, you might have the notion that Facebook ads can pull more downloads, but in reality, downloads that result from organic search on the app store turn into regular loyal users.

2. Be Advanced

Mobile A/B testing

Detailed data has somewhat become a major requirement for savvy marketers. Spending on marketing is no big deal nowadays. As a matter of fact, the best marketing teams have a regular profile of Data Analyst in their firms who further sets out the filters. No doubt, the complex the data, the greater the time on analysis, but we can’t complain as this is the ultimate approach to get all the ‘why’ and ‘what’ queries concerning the user behavior answered.

3. Double Degree

Mobile App AB Testing Tools

A/B tests are inspired to work on the parallel lines of scientific experiments, but as labs are not the area of work, in any case, there are chances of encountering flaws in these tests. These mistakes can question the reality and validity in such cases-

  • Where particular external factors can’t be regarded as constant
  • Where the duration of the test isn’t long
  • Where the sample size of the test wasn’t adequate

So, this is what raises illusory results in A/B tests. It is suggested to go for A/B testing twice; jot down the results and then go for another round. If you find the results of the first test doubtful, the outcome of the second will validate it through clear differences. But if the uplift is valid, still go for the second test to witness the uplift again. Okay, now this isn’t a foolproof method, but it will be of great help.

4. Go For Long

Mobile App A/B Testing

When the results tend to question the reliability, it is better to run the tests for a longer duration than you have been doing as of now. In fact, some experts even recommend running the tests until the time you have recorded thousands of conversion calls-to-action. Having said that, numbers are not the sole deciding factor. It is also the time period of the test that matters as it should be long enough to track the changes on the site.

Look out for variation patterns during the day and night, weekdays and weekends, the start of the month v/s the end; such variations will be great for the data. Try to allow a few cycles of variations as it will provide normalcy to the data. I hope that made your facts right. But, wait, there is more to go. Let us learn about the tools of A/B usability testing. One thing before we start; do remember that these tools have the same characteristics. So, pick up those that suit your pocket with the best features in hand.

The Tool Kit

Taplytics (Free/Paid)- This tool is a must-have. It enables you to perform live changes whether or not you have App Store updates. Considering the fact that digital platforms are not so smooth in going about fast iterations, this tool is of immense help. Now, product managers and marketers do not have to worry about the coding and can test whatever they want to as they have Taplytics with them.

Taplytics A/B Testing For Mobile apps

Talk about making visual changes, adding advanced features or executing improvements in cross-functional departments, there are tools for everything. This tool can be accessed for both iOS and Android as well as through REST API.

Amazon A/B Testing (Free) - Want an inexpensive app check with your A/B testing tool? Well, Amazon’s A/B testing tool is at your rescue. Also, it has been noted as the most used tool for the makers of the app having lots of users. But that doesn’t mean that it will be of no use to a small team. In the usual Amazon-style, UI is lighter at the same time useful. So, if using a sparse UI not an issue, you can go for Amazon’s tool. This applies to iOS, Android and Amazon apps. If you are searching for help extending to Windows and mobile web support, this is not the tool for you.

A/B Testing Mobile Apps


Arise (Free/Paid) - Arise consists of the general A/B testing characteristics. With it, you can run an experiment including a segment of users or an entire sample size. Arise is certainly not an option for you if you don’t have a technical department at your disposal. It is a tool that works well for developers, I think. Without coding, even the basic stuff can’t be done with Arise. It qualifies for the teams that can move with few lines of code. It is there on iOS, Android and Phonegap.

Mobile App A/B Testing Tips


Swrve - Swrve can be ideally called a sophisticated solution in itself. There is not much known about its service as there isn’t much documentation and information publicly available. Nevertheless,  Swrve has EA, Gameloft, and Activision as its prestigious customers.

App A/B testing tips & tools

Splitforce (Free/Paid) - Here is a tool that tests almost everything, button colors and even game physics. What is best about Splitforce is that sending out the winning A/B test variation is like a cakewalk, that is, just with one click. Yes, conversion can be picked up simply and quickly. This tool also accepts localization which is a great feature if you have localized apps. Being easy to install, you are just asked to copy and paste the code and in 5 minutes, you are ready with it. iOS, Android and Unity platform have Splitforce with them.

Kii (Free/ Paid)- Kii supports mobile app development, not just A/B testing. It comprises mobile app backend, geolocation tools, and even mobile app analytics. The best part- Kii has sufficient features that clearly stand out against other A/B testing tools. Besides the typical features, it is accompanied by a one-click add-on that gives you the top version of your app instantly. If only A/B testing is on your mind, I will suggest picking up some other tool. But if you want to tighten all the nuts and bolts once and for sure, Kii is the right choice. Kii is open for iOS, Android and Unity apps.

Apps A/B testing

Leanplum (Free/Paid) - Leanplum is like a dream come true for every app marketer. The tool has filters, segments and complete analytics features that you can think of. Also, the interface is not that tricky and easy to use. It is a kind of WYSIWYG A/B testing type. Leanplum is perfect for the agencies with mobile product managers and app marketers, as fast results are what they want. Things get complicated if every time you have to involve your development team even for the simplest tasks. Leanplum is open for all the platforms- iOS, Android, Unity, HTML 5 and REST API.

Mobile Apps A/B Testing


Optimizely - One of the most known A/B testing tool on this list. The tool didn’t have a feature for mobile apps testing until now. If you have come across Optimizely for your web app, you can fairly guess the amount of ease you will have during its mobile A/B testing. As of now, Optimizely’s A/B testing tool is available in closed beta and is open only for iOS apps. And for that, you must apply and pass through certain qualifications to be able to access it.

Optimizely Mobile App AB Testing

Apptimize (Free/Paid)-  Just like Taplytics, Apptimize gives you a good amount of control to make changes in real-time. So, whenever you feel like adding something, you can go ahead as there is no need to resubmit it to the App Store. This tool is not just restricted to A/B testing. You are in full power as there are certain flagging features that help you launch new items for a class of users. You are even allowed to hide features for particular user groups during the A/B test.

This can be of great help when you are assessing the favorites amongst users or the features that are a great asset for sales. However, Apptimize doesn’t serve as the right hand for app marketers or product managers as goes the case with the other tools. Apptimize comes with the condition-if you can code it you can test it’, so if coding is your thing, Apptimize is surely meant for you. Available on iOS and Android.

iOS and Android App A/B Testing


Liquid - This tool is available in beta. So, there is not much to it. But what is amazing is that it supports user categorization and real-time app updating. It turns out to be a plain and simple A/B testing tool. Is it or is it not? You have to find out by signing up. Fliptest also runs on beta. As per their website, it supports real-time changes, provides a user-centric backend and can be of great use even to the non-developers. Coding changes are something that is not required unlike some other tools present in the list. You just need to copy and paste a line of code and you are all set to go with Fliptest. The tool can be accessed on iOS only.

Mobile app A/B testing website

VWO - Yes, again there is beta type. The tool has been a sought after name for websites and has now come up with their A/B testing tool. Want to explore more with VWO? Sign up and learn more about it.

VWO App AB testing

Are you thinking which one is for you? Well, the best way to decide is to look for simplicity and ease. The tool which is plain, not complex yet highly functional can be ideal for you. Of course, factors like budget, installation, accuracy, team requirements and support cannot be left behind. So, if you are in the market of A/B testing tools, cherry-pick the options!

Bottom Line

Mobile app A/B testing is a fail-safe way to run your experiments, which will ultimately engage your consumers more. This can help in getting more out of the interactions as you get to test the critical elements of your app. And the upshot- high conversion rates. Never-ending leads. There have been A/B testing tools for web developers, but it is only recently that the mobile app A/B testing tools have cropped up. These automated tools have added a great dimension to this new landscape of mobile app A/B testing. And yes, customers are definitely more on the platter!


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