You’ve heard of A/B or Split Testing for desktop websites. Now, how can we make this an even more adaptable function? Since it is often far more convenient for us to access information on our smartphones, a mobile version is essential. By extending website testing to mobile apps, you can really get the most out of customer interactions. Wouldn’t it be a shame to miss out on a better understanding of customer preference by forgetting their favourite interface?
How A/B Testing Works
To recap on how A/B testing works, it is: making two versions of your website and having 50% of visitors go to each. Then, after collecting data on each group, determining which design is achieving more goals, in terms of sales and clicks. Usually, one variable is tested at a time. This method of testing is very effective for sites with smaller traffic and can be used to make hurried decisions on website design.
However, as Sailthru points out, A/B testing still works best with larger groups. As Optimisely puts it, a test’s results must reach statistical significance to be applicable. Valid A/B tests will often have a control group to compare results against to confirm correlations between change and reaction. Testing is an ongoing process and the more regularly you test, the more accurately you can target current audiences. Originally, this test was designed for desktop sites. So, how can it apply to the smartphone world of apps and widgets? Exactly the same way.
How to Perform a Mobile A/B Testing
When A/B testing extends to mobile apps, app specific features can be targeted and multiple designs changing one variable can be tested. Leanplum says that the “scope of A/B testing is wider”, and how right they are. For example, Sailthru claims to target push notifications, in-app messaging and message streams. Every change you make to your application should be tested, and mobile A/B tests make organising tests by feature easy. Testing companies such as Leanplum let you test features within and outside of the app. That includes inside features like buttons and outside features like channels; email subscription options etc.
Mobile app testing is very useful for designs concerning in-app purchases as one of the most direct mobile sales functions. One of the most useful features listed by Optimisely is the evasion on the app review process. Mobile A/B testing allows you to make changes directly to apps on app stores. This lets changes be made live and saves a lot of time.
Companies like Sailthru benefit online app marketers with customisable sample sizes for A/B bucketing. If one version appears to be doing significantly well, you can devote a bigger sample to testing that version. Using this broader sample, its success rates will be more easily verified and reliable. With a variety of new features like these, mobile app testing certainly seems worth the hype.
Does A/B Testing Really Works?
But how do these claims hold up in the real world? Does this extra step really make a difference? Well, given that Leanplum has been able to boast increases in App Store conversions up to 340%, that seems likely. Leanplum was also able to provide a statistic of 96% for customers who only want to download 4+ star apps. This should erase any doubt that app satisfaction will correlate very directly and positively to your brand’s exposure.
At this point, mobile testing becomes more of a must than a new thing to try out. Real companies like Secret Escapes have been able to testify with first hand evidence that A/B testing really improves apps. Now that we’ve confirmed that mobile A/B testing really works, it’s beyond time you tried it out. When you’re setting up your tests, there are a few general things to keep in mind, as cited by Leanplum.
- First, you want to end up having tested several elements. It goes without saying that every element holds significance towards conversion likelihoods.
- Second, you want to be thinking carefully about how you segment your audience bucketing every single time
- Third, you want to keep track of your most devout users. Why? So that you can test your biggest (and therefore riskiest) changes on them.
Optimisely also gives us a list of areas that need the most attention when it comes to A/B testing. These would be onboarding, user retention, user engagement, and every step along the sales funnel. One of the easiest elements to start testing could be: the number of steps needed to users to sign up. Follow this up with push notifications’ wording or ad placement and you’ve already kick-started the pathway to improvement.
In a nutshell
The importance of testing on mobile is colossal, as higher convenience to customers pretty much directly translates to higher conversion rates. With the entire anatomy of the app in mind, mobile testing services make catering to customers’ needs fast and effective.
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