Mobile A/B Testing: Best Practices And Tools

When you launch a mobile app, it is crucial to offer your users what they really want, not what you would think they want. But how can you know? There are a lot of metrics to measure, but how is it possible for you to start with the right plan for the battle? This is the moment where it is very useful mobile A/B testing, which is a method to test 2 or more elements of an app and the results will help you to decide which one is the best for your interest.

Why Is It Important To Run A/B Testing

In order to succeed in their marketing campaigns, most of the top advertisers are using mobile A/B testing in their strategies. There are some strong points that encourage this method in order to increase downloads and for obtaining the most important element, which is user retention. According to Statista, the percentage of mobile apps that have been used only once during the first six months of ownership this year is 23%, which is less than last year, but, still is a huge sign for both developers and marketers to make whatever is in their power to offer their users/customers what they need and to offer them a great experience through their application.

App Samurai is an AI-powered, secure mobile growth platform. Register, add your app and start driving high-quality users.

For example, a result published by Vessel states that Run Keeper increased engagement by 235% after A/B testing their onboarding screen experiences.

It is important to do A/B testing but, even more important is how we drive those tests and what are we doing with those results.

5 Best Practices OF Mobile A/B Testing

There are some guidelines for mobile A/B testing strategy in order to achieve the best results. These steps are related one with the others and following them, app owners will reach their goal and they will have the best possible product to present in front of their users.

  1. Put yourself in the user’s shoes. This is the starting point in any action made in this mobile world. It is vital to look at the app from the user’s perspective. Every detail counts. Start with little differences and observe the changes.
  2. Connect with users. Always try to communicate with users because you will never know what they really want if you don’t ask them. And if you don’t do that, you can’t figure out what to test. If you have a blog or a website you can see the trends and you can observe your possible users.
  3. Make a plan. As we said at the beginning after you decided that you need mobile A/B testing, it is important to have a plan in mind, you have to decide how everything will go and what results you are expecting. If you don’t know for sure what you are looking for you will never get to the end of it.
  4. Decide on the elements that will be the subject of your test. There are two sides to testing your app. You can test your app’s content (layout, buttons, colors, etc.) to increase retention and, on the other hand, you can test the users’ reaction to your app page on the app store to acquire users. You can start with the price, which is the major concern when launching a paid app. This image from Apptentive gives you an idea about the balance between price and quantity. After that, you can think about the app icon or app description in the app store. It is crucial to convince your users from app page in the app store. If you pass the market test, then you will be sure that users will install your app and you will focus on how to engage users.
  5. Be patient. If you want to have results, you must run these tests for a period of time, at least 3 or 4 weeks. If you want to have the answer immediately, then maybe you should reconsider the idea of making A/B testing for your app.


5 Mobile A/B Testing Tools To Consider

If you are puzzled about all the things we said earlier, then you have to know that there are some useful tools to make this process a lot easier: First, you will install an SDK into your app. After that, you decide on the aspects that you want to test. The next step is to log in to the platform and to edit visually those elements. In the end, you will compare the two variations and you will know how to improve your app. To choose the right platform, you should consider what is the best price for your budget and which one offers the easiest way to manage the test. It is your call to make the best decision.


Apptimize is one of the most useful solutions, especially for coders because it offers supports for Java, Xamarin, Objective-C, Swift, HTML5 and React Native. As you can see, it is created for Android and iOS applications and it provides both, paid and free packages.



Optimizely is one of the biggest A/B testing platforms. It is very effective and it is easy to use. You can make changes without saving them to the app stores. It provides results for Android, iOS, mobile web, and desktop browsers and it has features like personalization and segmentation, which we know they have an impressive impact on user retention. It is oriented more on the enterprise area.



Mixpanel is an advantageous platform because it offers great features for app analytics to measure engagement, retention, audience, etc. They provide both free and paid solutions.



Taplytics offers a 30 – day free trial for you to start and it provides analytics solutions along with great support to optimize your tests.



Splitforce is another platform for testing iOS, Android and Unity applications. It provides a feature that can optimize A/B tests for you and you can even download your information to analyze it.


We are living in a mobile era and users’ preferences are a very dynamic element. To keep up with those changes it is a good solution to follow A/B testing best practices and maybe you should consider using some of the tools available for best results and for making your work a lot easier in increasing the number of downloads and to achieve user retention.

App Samurai is an AI-powered, secure mobile growth platform. Register, add your app and start driving high-quality users.