ASO A/B Testing
Definition
Testing different versions of app store assets — screenshots, icons, or descriptions — to measure which drives more installs.
What Is ASO A/B Testing?
ASO A/B testing (also called store listing experiments) is the practice of showing different versions of your app's store page assets to different groups of users and measuring which version results in higher conversion to install. In practice, the most commonly tested element is screenshots, since they have the greatest impact on conversion rate. Apple's App Store offers this through Product Page Optimization (PPO), which lets you test up to 3 alternate page variants. Google Play offers Store Listing Experiments, which support testing screenshots, icons, and short descriptions. Both platforms split traffic automatically between variants and report conversion rate for each.
Why It Matters for App Developers
Even a 10% improvement in install conversion rate, compounded across organic traffic volume, can mean thousands of additional installs per month at zero extra cost. A/B testing removes guesswork from screenshot design — instead of debating which layout works best, you measure it. Apps that run continuous store listing experiments typically see 15–30% higher CVR over time compared to apps that never test.
Technical Details
App Store Product Page Optimization: available in App Store Connect for apps with sufficient traffic. Requires a minimum traffic threshold (Apple recommends 10,000+ impressions/week for statistically significant results within 90 days). Tests run for up to 90 days; Apple provides daily conversion rate data. Google Play Store Listing Experiments: available in Play Console. Runs until statistical significance is reached (typically 1–4 weeks for apps with moderate traffic). Experiments can test screenshots, icon, short description, or a combination. For low-traffic apps, focus testing on the highest-impact element (usually first screenshot) and allow longer test duration.
Frequently Asked Questions
What is ASO A/B testing?
ASO A/B testing means showing different versions of your app store page — usually different screenshots — to different users and measuring which version drives more installs. Apple calls it Product Page Optimization; Google calls it Store Listing Experiments.
How do I set up screenshot A/B testing on the App Store?
In App Store Connect, go to your app's product page and select "Product Page Optimization" under Monetization. Create a treatment with alternate screenshots, set the traffic allocation, and submit. Apple automatically splits traffic and reports daily conversion rates.
What should I A/B test in screenshots first?
Start with the first screenshot — it appears in search results without requiring a scroll. Test: different headline messaging, different device orientations (portrait vs landscape), different background colors or styles, and different feature emphasis (lead with benefit vs feature).
How many screenshots should I test at once?
Test one variable at a time for clean results. Most practitioners test a complete alternate screenshot set (all 5–7 screenshots) as one variant vs. the current set. This captures the holistic conversion impact rather than isolating a single screenshot change.
Related Terms
Create screenshot variants for A/B testing
Free app screenshot generator — no signup, no watermark.
Open the Free Editor