A/B Test
A method used to compare two versions of an element, such as an icon or screenshot, to identify which one converts better.
What to understand
In ASO, an A/B test is often used to compare visuals, a title, a subtitle, or screenshot order in order to improve store listing conversion.
A useful test needs a clear hypothesis, a single variable changed at a time, and enough traffic to avoid false positives.
Results should be interpreted carefully: higher clicks do not automatically mean better retention or revenue.
Related terms
Conversion Rate
The percentage of store listing visitors who complete the desired action, usually an install.
Creative
A visual or video asset used to present an app in its store listing or in an acquisition campaign.
Store Listing
The public page of an app on the App Store or Google Play, including metadata, visuals, ratings, and product information.
