Today, we have more than 2 million apps available in the Apple App Store. But have you noticed, of all these apps have not gained significant attention expect apps likewise Whatsapp, Facebook, TikTok, Bitmoji, Instagram, Skype, Google Duo? You must have also seen that all of these successful apps have a star rating of 4+ & the average number of reviews are also 1000+.

But do you know

a.) why these apps are so successful?
b.) why only these apps have more than 4-star ratings?
c.) why users only download these apps, not other apps?

The answer is pretty much simple. All of these apps are providing better user experience. You can also create an app just like these popular apps. Only you need to focus more on specific key areas likewise proper A/B testing.

Have you ever heard the term “A/B Testing”? I guess most of the people know about this term. But still, let me give you a quick brief intro on what is A/B testing.

A/B testing is the process of testing a mobile app by taking two different options and later on analyzing results for both options. A/B testing plays an important role in the eCommerce industry. But these days app developers have also started using this technique to test the mobile app before rolling out the final version to users. A/B testing is performed to improve UX & ROI.

If I talk about A/B testing in mobile app development, then it is all about focusing on improving UX, the app load time, increasing user interaction. So let’s dive deep and know more about why A/B testing matters a lot for successful iOS app development company.

How to Run Successful A/B testing?

Clear Objective

It is an important step in A/B testing. If you must be clear with the goal that is for what purpose you’re running A/B testing? Is it providing better user experience or improving app functionality. If you have a clear mind frame, then you’ll be able to identify & solve an issue within your mobile app.

Determining & Identifying Right Set of Variants

If I talk about variants in mobile apps, then I’m referring to app screenshots, app icon and many more. You need to identify mentioned below areas:

a.) set of screenshots will lead to more app installs

b.) app screenshot orientation. Is it landscape or portrait?

c.) which app icon style to use? Monochromatic or Multi-colored?

d.) offering any discount on app install or not?

Once you’ve defined the goal and identified the set of variants that you want to A/B test, you need to build two variations of the ad copy (if you’re testing via paid method) or maybe landing page (if you’re testing via an organic method. Let’s initially call them ‘A’ and ‘B’ respectively.

Once you have the two options ready, you need to recognize your audience and direct them to these pages (directing first 50% of users to ‘A’ and the rest 50% to ‘B’). You need to closely monitor which set is yielding better results so that you can, later on, implement the same set for the final result.

Note: I would recommend you to choose entirely different versions.

a.) If you’re creating ad copies then try to write up two different ad copies with different wording and call to actions. Also, try to include different images in both ad copies

b.) If you’re encouraging users to install an app via a landing page, then I would recommend you to include a different set of app screenshots in a different orientation.

Also, if in the end, you’re not able to identify a clear winner, then go ahead and start implementing revisions based on the results you’ve have noticed from both sets A and B.

Benefits of A/B testing

If you’re doing A/B testing in the right way, then you will get a lot of benefits for your particular mobile app likewise:

a.) higher app install rate.

b.) better ROI.

c.) a better understanding of user behavior.

d.) a better decision making.


A/B testing will keep on playing an important role in the future for iOS app development as it would enable you to know the app features which are not working and later ios app development companies can help in fixing those issues.