Beginner’s Guide to Mobile A/B Testing

Today, we are literary surrounded by thousands of applications with many more being brought into life each minute. As a result, it gets difficult for a separately taken mobile application to create a lasting impression on a user. When it comes to user retention, the performance of many apps leaves much to be desired.

App retention rates require much more than classic marketing campaigns. The world’s most successful applications make users form their habits around them so these people start feeling like they cannot live without using them. User retention is all about creating a high-quality yet addictive product that can successfully connect and concern with its users. But what is the magic spell that makes this all work? How to create a perfect success story for your app? How do I increase user retention? In this article, we will tell you a bit about the magic of A/B testing and how it helps UI/UX designers build successful apps that are tailor-made for you. So let’s get started. 


What is Mobile A/B Testing?

A/B testing refers to a simple idea of presenting several different versions of a product to different groups of people. These testing versions can be anything from different positioning of UI elements on your checkout/landing page to the form of buttons in the corner of the screen. All you need to do is to determine which variant works best, and you are done. In a nutshell, A/B testing comes down to comparing one thing to another, A to B, in order to figure out which one performs better.

Why Utilize A/B Testing in Mobile Apps Development?

A/B testing is crucial at all stages of the application development process. However, it plays a special role at the start. A/B testing is what ensures that a launched product is catchy enough, giving it higher chances of success by flushing out too primitive or low-performing ideas. Here is a short guide to get you through the process of A/B testing: 

1. Clearly set your goals:

Start with recognizing the weakest sides of your app, where you lose most of your auditory. Understanding the drop-off ratios will allow you to determine which area of your application requires immediate attention.

For instance, the abandonment rate of your shopping cart is 58% on mobile and 87% on desktop. But how to know exactly where you lose most of your customers? This is where A/B tests come in. In this case, you can test the following elements:

  • Payment methods (E-wallets, Paypal, Credit Card)
  • Shipping and billing options 
  • Cart layout
  • Login (Guest checkout, sign-in form)

2. Relevant data collection

Using the instruments of user interaction analysis (Inspectlet, Clicky, CrazyEgg, Google Analytics) allows you to get relevant and comprehensive insights. This is a great idea to improve the way your app interacts with users.

3. Offer alternatives

Providing layout alternatives allows you to find the optimal design that works best for your users. You can either swap the order of UI elements or change the color of buttons on a page.

For instance, you can create personas to identify user needs. This is a common approach that provides the ability to get to know your auditory. In brief, personas are fictional users with desires and needs that are linked to what your app does. After you understand your users and their tasks, take the time to study step-by-step what they will do to achieve their objectives. 

4. Test your alternative variants

This is the time to test your alternatives with a different group of users (within your target auditory). Record the interaction with each variant using the analytical tools mentioned above.

5. Implement your findings

Draw a conclusion by using the results from A/B testing.


A/B Testing for Engagement and Retention

The mobile application industry is one of constant evolution – user preferences, technologies and methodologies are all in a constant state of movement. It is not enough to just map out the ideal product. Today, you need to strive for improvement in order to deliver results more effectively. In its turn, this requires being always ready to adapt and change according to consumer demands. Because that’s what all top apps do! A/B testing is what can help you stay nimble enough to identify shifts in customer preferences.


Key Takeaways

While numerous statistic gurus, developers, and UI/UX designers understand the importance of A/B testing, there are still many specialists who underestimate its potential. Relevant changes and constant testing are the crucial elements in increasing user retention. A/B testing is what can help you create better relationships with your users by making suitable improvements in your designs. That is why it is imperative to use it during all the stages of the app development. At Loonar Studios, we can help you with any kind of testing, and much much more! Stay updated with us!