Testing, it’s not just for websites. Optimizing your app – and your marketing campaigns – is crucial to success in a more competitive app market than ever before. Even a small change in user experience can have a significant impact on conversion rates, so it’s important to test what works, and what doesn’t.
You can test different elements of your mobile app, ads in a visual form and text form, or different pricing strategies. With the help of testing, you can understand your users’ behavior, see the elements your potential users focus on, and what’s working for different audiences of your app. So that you can figure out the most compelling and successful ads and pricing strategy for your app, and use your budget, time, and efforts in this way.
A/B Testing for mobile apps is done by segmenting an audience into two (or more) groups homogeneously and seeing how a variable affects user behavior by applying different versions of the variable to different segments. It is used to identify the best possible user experience and deliver the best possible results.
A/B testing is used to test your marketing approach, but the concept itself is simple: you split your traffic into two or more groups and modify a given aspect about one of these groups in order to learn which one performs better. There are many possible ways to use A/B tests for your marketing. You could test button color, form layout, ad copy, or even the price of your product and learn which variant drives more sales – all without losing money in the process.
Testing Google Text Campaigns
As Google Ads states, “Use ad variations to test and iterate creative messages.” It’s important to test out different text combinations, and see which ones are more engaging and converting. Testing will show you how you can showcase your app’s unique qualities, find the audience that needs your product, and will respond to your ads.
A Google text ad has a headline and description. The headline is 30, and the description is 90 characters. And a Google text ad set has five headlines and descriptions.
You can test the length of your text ads, which call to action to use, or the language and tone you use in your ads. Google usually gains learning on the text ads in three weeks or more. After the learning period, you can see which text ads are successful from your Google Ads account. Google displays the results for each text as “Best”, “Good” or “Low”. And you can continue to use “Best” and “Good” ones or create similar ads for your next campaign.
Also, make sure to test your ads in a specific period of time. And the ad variations should be different, but similar enough to see and learn from the difference, as Google Ads states.
In order to find out how effective your Display ads are, the best way to know is measuring. There are different approaches to measure your Display ads, and one of the most common ones is A/B Testing.
A/B Testing is basically creating two different Display Ads and measuring which one works the best. As a result, you can find out which elements are more effective, what kind of content and design works better to reach users, and create more Display ads that reflect these qualities. In this way, you will be creating better Display ads for your future campaigns and your ads will work more effectively.
If you’re thinking about making A/B tests, make sure that your display ads have different qualities in terms of design, font, content, etc. so you can understand which one creates better outcomes as a result.
App Store Tests
When it comes to running ads in the Apple Search, things are fairly simple- you create campaigns and ad groups and specify from where you want your products to be promoted.
You can create different variants for your app screenshots. From your App Store Connect account, click on “Add Creative Set” and add your different App Store Preview (App Screenshot) designs from here. You can add two different creative sets and test which one converts the best.
The app screenshots you created for the test, will be displayed on Apple Search Ads. You can see different results such as Impressions, Taps, Installs, Tap-Through-Rate (TTR) and see how successful your creative sets are.
You can also discover the problem areas on your screenshots. For example, if you have a high rate of taps but a low rate of installs, your creative set might be eye-catchy, but cannot explain the app accurately. The key is to display a creative set with a high conversion rate, that attracts users, explains the app really well, and encourages them to download the app.
Marketing tests require organization, planning, methods, tools, expertise, budget, and time. If you have a hard time conducting marketing tests and making the most of your ads, you can work with a professional team to maximize results. The marketing team of Cherry can work with your app, organize marketing tests and help you reach the best results without spending your money or time. To discover the world of Cherry and how the partnership model works, reach out to us or submit your app and learn more.
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One of the best ways to make your advertising and marketing strategy work at the maximum level is conducting marketing tests.
Testing will show you the behavior of your target audience and allow you to see an insight of better working marketing campaigns beforehand. It will also help you to save time, effort, and create the most effective strategy without having to guess. madduck Publishing experts recommend conducting marketing tests often in order to reach better outcomes as a result. Though it’s a costly operation, you can discover partnership opportunities to find the budget you need, and what more you can do from here.
