Between the recent announcements at Google I/O and some ingenuity from startups, the app market "black box" is starting to see some light. While a great step in the right direction, Google's own A/B testing took in the Play store is still quite limited. Fortunately, there are a few companies offering third-party solutions that work across all the app marketplaces and have developed testing tools that offer comprehensive analytics that also provide actionable insights. The way these services work is by creating a hosted page outside the app markets where publishers can drive traffic. These pages link visitors directly into the app market page to complete the download. This allows them to provide traditional A/B and multivariate testing techniques to see which combination of images and text perform best.
OUR TOP 3 A/B TESTING TOOLS FOR THE APP MARKETS
Our favorite A/B testing tool for app markets is offered by TestNest. This is our favorite since they have combined a few of what we think are the top features of the two other services. The company has an impressive feature list including experiment automation and deep analytics.
For those looking for concierge service, StoreMaven offers an extensive list of services tailored to an impressive client portfolio. The ship is being steered by an experienced team and it shows in there extensive analytics and experiment reports. With a fully-automated platform and a dedicated app store design studio (connecting designers and marketers), they are a solid choice.
If you are looking for speed and don't need a lot of analytics and reports, then the team over at SplitMetrics offer a great product. The simplicity of their service makes it very easy to use. Simply select one of their pre-defined experiments, add in your content and you're set. Their template designs were a bit different from the app markets which provides a less smooth transition as users move from their hosted page over to the app markets to complete the purchase. Also, as we mentioned, the analytics are fairly basic compared to the other two services.