Mobile game store listing A/B tests: what to test
Changing several variables at once might win, but you'll never know exactly what caused it. How to run store listing A/B tests the right way.
In this article⌄
Mobile game store listing experiments answer specific questions: which fantasy, screenshot or promise improves conversion. Change one primary variable at a time, changing several at once might produce a better result, but the team will never know exactly what caused it, and can't repeat it deliberately next time.
Prioritize high-impact variables
- Icon and the first video frame, the first thing a user sees before deciding to scroll past or stop
- First screenshot and its headline, since most users never scroll through the entire screenshot set
- A short message describing differentiation from competing games in the same search results
Read results correctly
Wait for sufficient data, segment by country and source, then check post-install activation. Higher conversion with early churn is not a win, a winning variant sometimes just overpromises and disappoints players right after opening the game, and that loss never shows up in an A/B test report that only measures through install.
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