Create Unmatched Customer Experiences with Mobile App AB Testing
Written by
Lakshmi Gandham

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Create Unmatched Customer Experiences with Mobile App AB Testing

Published : December 13, 2021 | Updated : April 24, 2024

Modern marketers rely on varied tools to optimize campaigns and boost conversion rates. While there is no one way of getting there, mobile app AB testing is a safe way to test the best possible way to get there.

Every digital marketing platform behaves differently. In such a multi-layered marketing ecosystem, the safest route that enterprises can take is to experiment constantly – and to test, test, and test, using tools such as A/B Testing.

A/B testing has taken the guesswork out of mobile app optimization. It lets marketers play scientists to arrive at data-based decisions about how people behave when they land on an application or mobile web page.

What is A/B Testing?

Consider an example: A hearing aid brand wants to increase engagement with its user base – people who have already purchased one of its products. The app is an after-purchase service that is provided to the users of the hearing aids.

It primarily allows the user to test the hearing aid functionality and also to update the firmware over a wireless connection. Now they want to roll out a new feature of EQing the sound to give a better hearing experience. 

In A/B Testing, a mobile app is tweaked to create a second model, or challenger, of the original app version.

The challenger can come with a simple interface change that allows for the integration of the new EQing feature.

Now, based on usage pattern data, we will show some users the original or controlled version, while the other half will browse the variant app version with the EQ feature introduced through a nudge.

Then measure the audience engagement to find which version finds higher favor with the user.

Why use mobile app A/B Testing?

Mobile app A/B testing has varied benefits:

1. Boost revenue, increase conversions

Using A/B Testing, you can improve overall customer experience and, in the process, improve engagement, click-through rates, and purchases.

2. Lower bounce rate

Are visitors leaving your app too soon? A/B Testing can help make the right changes to ensure that they stay on the website long enough to make a purchase decision.

3. Every learning  matters

In-app customer experiences can be improved in various ways. Should the CTA button be red or green? What’s the optimum size of the CTA button? Should the product promotion banner go on top of the page? A/B Test to know the best fit for your app.

4. Solve pain points 

While navigating an app, users can face a number of roadblocks. It may be a hard-to-comprehend text or an impossible-to-locate CTA button. A/B Testing can help understand these pain points and solve them. 

5. Decisions are driven by real-world data

Data drives decision-making in A/B testing. Data such as the actual numbers of app users(classified into user segments based on how they interact with the app). This ensures the results you get out of A/B testing will be spot-on.

Where does Mobile App AB Testing work best?

A/B testing allows marketers to test any aspect of an in-app experience. It’s pertinent to test the elements when time and resources are limited. Some of these elements include:

1. Layouts – UI & UX

In mobile app AB testing, design elements such as banners and bars, CTA buttons, and the placement of images, headlines, or subheads can be tweaked for better customer experience.

2. Feature adoption

Are you planning on adding a new feature to your mobile app? That is possible as well.

In an e-commerce app, the integration of a “buy now pay later option” for certain users, or in a ride service app, the option to collect feedback from driver-partners about the riders, etc. are some of the things that just might improve your apps “stickiness”- just how popular it is.

3. Testing user paths

A/B test the different “paths” a user takes on her app journey. This path may encompass various sales funnels, including onboarding sequences, product purchase sequences, wishlisting sequences, or lead generation pathways.

4. User experience and engagement optimization

Overall user engagement can be optimized based on information such as the sections that are commonly viewed before a purchase and what actions influence the customer to pick a premium plan over a basic plan etc.

Mobile App AB Testing Tools: The Relevance of No Code Platform

Modern-day A/B Testing has gone beyond baselines and variants.

Also, customer preferences are changing rapidly and they are much more demanding today than they were a while back. Therefore, there is a greater need for agility in product teams. New age testing techniques are therefore making a greater impact these days than ever before. Some features of such new-age testing techniques include:

Multivariate testing

It is possible to have multiple variants of a page or section and pitch them against each other. You can now pick one of many (and not just two) possibilities.

Split testing

Analyze multiple product recommendations to see what is most popular with users, for instance, accessory recommendations for a single apparel purchase.

Easy feature rollout

Features can be easily rolled out by using toggles. This requires no code and simplifies the Developer’s work.

Walkthroughs to assist users

Nudge your users along by creating a no-code walkthrough based on events and attributes associated with your mobile app. These walkthroughs can be strategically tested at one go, in-phases or with A/B testing (for multiple walkthroughs).

The best AB testing tools can help users with all of these testing techniques and guarantee that the results are bug-free and flexible to changes at a later date.

You can even decide what percentage of users will see the new experience and what percentage will still see the default experience. Want to change these numbers later or change the experience itself.

That is possible as well. This way, through continuous testing, consumer satisfaction can be amped up.

Besides, you can also add dashboards and get intelligent, AI-powered insights and you’ll have every bit of information on your fingertip. You can analyze anomalies (or outliers) to determine critical deviations in businesses by gauging the behavior of certain KPIs over specific time periods and by specifying the “why” behind each anomaly.


Mobile app A/B testing has become a key requirement for unmatched customer experiences and increased customer lifecycle value. Tools such as Netcore’s Product Experience Platform simplify this process, by providing options that allow marketers to add features and create nudges without requiring to code at all. The end result is simplified marketing.

You’ll never be data-rich and insight-poor. Talk to us to Transform your marketing with the power of a customer engagement platform. Discover how to scale your efforts and achieve superior results.

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Written By: Lakshmi Gandham