5 Reasons Why You Should be A/B Testing Your App Store Creatives

Jess Ailion 08 February 2023
5 Reasons Why You Should be A/B Testing Your App Store Creatives

A/B testing is a critical marketing tool, yet many marketers and brands overlook this valuable technique when it comes to their app store creatives. A/ B testing your app store creatives is a smart way to optimize your app listing and ensure that you’re putting your best foot forward in the app stores. It allows you to test different versions of your app store creatives against each other to see which one performs better. 

If you’re looking for a new way to improve your app store performance, A/B testing is an ideal way to go about it. It allows you to test and analyze, improve your conversion rate, ensure the effectiveness of your output, and more. We’ll delve into five reasons why A/B testing is a must for any serious app marketing campaign and as part of a successful CRO strategy.

Audible app store screenshots

1. A/B Testing can Help Your Improve Your App Store Ranking

A/B testing is an invaluable tool for mobile app developers who are looking to increase their app store ranking. By running A/B tests on your app store creatives, you can gain insight into which elements spark the greatest user engagement and conversion rates. With careful analysis of the results of these tests, developers can identify which changes may lead to greater success. 

Developing and applying the most successful changes over time leads to an overall optimization in app store ranking, which then translates into higher revenue and a larger number of downloads. Does this sound daunting? A/B testing doesn’t have to be complicated. Check out our A/B testing guide to learn more. 

2. A/B Testing Can Help You Increase Your Conversion Rate

If you want to maximize your conversion rate (who doesn’t?), then A/B testing is an excellent marketing method to explore. It’s simple yet effective – it involves creating two slightly different creatives and sending them to two separate groups. By monitoring which creative yields the most conversions, you can determine which works best, take steps towards optimizing it and ensure you run with the one that brings you more conversions. 

When done correctly, A/B testing can significantly boost customer engagement and lead to greater conversion rates. If you’re looking to increase leads and revenue, then giving A/B testing a try can benefit your bottom line in the long run.

Golf Slam app store screenshots

3. A/B Testing Can Help You Improve Your Click-Through Rate

You should also leverage A/B testing if you want to improve your click-through rate. By finding out which app store creative is more effective through A/B testing, you can create an improved app product page that will make your visitors more likely to actually click through. 

A/B testing can provide essential insights into how people interact with your app store creatives and give you the opportunity to optimize them accordingly. Ultimately, it is a great way to ensure that as many of your app page visitors as possible download your app.

4. A/B Testing Can Help You Reduce Your Cost-Per-Acquisition

A/B testing can help your business reduce its cost per acquisition while still achieving your desired results. By evaluating which app store creative works best for you before deciding which one to invest in, you’re eliminating financial waste by saving time and money that might otherwise be wasted on ineffective creatives. As such, the cost of each acquisition will reduce. 

When it comes to managing marketing costs and improving customer experience, A/B testing can be the perfect solution.

Emdee app store screenshots

5. A/B Testing Can Help You Improve Your Brand Awareness

Having strong brand awareness means customers are able to recognize your brand wherever they see it, and remember it whenever it’s relevant to what they may need. That means your app store creatives need to be both on brand, so that they’re instantly recognizable as your brand, and impactful so that they leave a lasting impression for customers to consider in the future. 

By A/B testing app store creatives, you can gain valuable insights into the efficacy of your branding and messaging, allowing you to refine both of them. This will not only maximize your reach, leading to an increase in brand awareness, but also help to determine what customers recognize and appreciate in your branding. In turn, you can improve your brand awareness going forward with this knowledge. Any guesswork is removed from the marketing process and helps your brand to generate creatives that resonate with current and potential customers alike. 

With careful analysis, A/B testing can help you achieve your brand-building goals faster than ever before. 


If you want to improve any of the performance metrics that matter for your app, A/B testing is essential. Through experimentation, you can identify which changes result in a better user experience and higher conversion rates. Over time, these improvements will lead to an increased ranking in the app stores and increased brand awareness. The bottom line is this: if you’re not A/B testing, you’re leaving money on the table.

Jess Ailion
Jess is Moburst's Content Marketing Manager who came to us all the way from the UK. After studying English Literature, she found herself writing about all things mobile marketing. When she's not spending her time writing, you can find her cooking for her friends or exploring new places.
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