iOS A/B Testing

A/B testing is a technique where two versions of the same product are shown to different groups of users. Experience optimization, or experience testing, looks at how a specific feature or experience affects user behavior. A/B testing can be used by all kinds of businesses to gather data and find out what experiences are best for their customers.

Mobile app A/B testing is a great way to demonstrate return on investment (ROI) to funders and clients. Experiments are created with a quantifiable goal in mind, such as: getting a certain percentage of users to complete a specific action. Results are easy to track and measure, because results can be shown on mobile device or computer screens and displayed in graphs.

What Can Be Tested?

All types of iOS applications can benefit from A/B testing. Depending on the app, teams may prioritize testing different elements. For example, A/B testing can be used to test visual elements (e.g., button color), text, layouts (e.g., different button types), onboarding and user flow (e.g., different screen layouts).

iOS A/B Testing Best Practices

For the best results when testing two mobile apps on different user groups, it's helpful to eliminate distractions from your conversion funnels. Use fewer elements in your conversion funnels to keep your user focused on the task at hand. Fewer elements create less distraction from the conversion goal.

In addition to taking advantage of the right UI design, another best practice is to focus on call-to-action text and placement. The text should be equally important, if not more so, than the visual design elements because it speaks volumes about your brand. It can also provide enough information for users to act on. It's a good idea to use "call-to-action" text over slogans or marketing copy.

You should test your iOS application by first considering the goals of the app and then making changes that will improve engagement across all user flows, especially since there is no consistent experience with web apps. Make changes to ensure a consistent experience for users across devices.

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