Top 8 Mobile A/B Testing Services And Tools In 2018

Today we are going to see how A/B Testing for mobile apps works and the best tools available in the market to do it properly and boost business.

A/B testing icon

What is A/B Testing?

A/B Mobile testing should be a basic step in your mobile business strategy. Testing every aspect of your app or game and understanding what’s working and what’s not is vital in terms of Conversion Rate (store) and business (app). A/B testing consists of comparing elements variations to see which one drives more traffic and installs or generate, per example, more sales or subscriptions.

We can find two kinds of A/B testing for mobile apps: app stores A/B testing, on which we test the elements on the listing of our app or game (such as textual fields like Title and Description, or visual elements like the screenshot gallery or video) and app A/B testing, on which we test the product.

In order to do the experiment, two different versions of the app page are created with only one difference between them. It can be something visual, such as screenshots or the icon, or textual, like the title or the description. Then, the two versions are distributed among the audience equally and, when enough users go through it, we can determine which variable is performing better.

Implementing A/B testing

Further reading on Conversion Rate and A/B testing | How To Improve Conversion Rate For Mobile Apps And Games

Why Do I Need A/B Testing?

If we want perfection for our app, we need constant work. Optimization is a never-ending process, and that includes experimenting with our elements to keep our app or game at its best. Moreover, by doing A/B testing we will have statistical confidence when it comes to deciding which changes to make.

For example, imagine that your mobile app or game includes in-app purchases. Thanks to A/B Testing you can check which banner, button or CTA (call to action) is performing better in terms of taps / sales. By knowing your users’ behavior it will be easier for you to implement variations and, therefore, to improve.

Another aspect to consider is that testing your app can also improve user retention. You may have an amazing app or game, but it could need some changes that would improve it significantly. Maybe there’s a button that would perform better in another location, or the text is not clear enough… Those little things can make users decide whether to stick to your app or game or to leave it.

A/B testing

How to Do A/B Testing

If it’s your first time with A/B Testing don’t worry, it’s quite simple. When you select your tool, think of something that you would like to test, like a title in the stores, a different app view design, a button… You name it!

This is the cycle you should follow when planning your A/B testing strategy:

  1. Brainstorm to define a hypothesis to see what needs to be tested
  2. Variants: Select the elements that are going to be tested
  3. Test: Split the audience and show them the two variations of the page
  4. Analyze the results to decide which variation performed better
  5. Apply the winning variant (or not, it’s up to you!)
  6. Keep testing. There’s always room for improvement and continuous tests will help you grow!

You may also be interested in frequent mistakes in app stores A/B testing, so don’t miss this post.

A/B testing cycle

The Best Mobile A/B Testing Tools

There are some mobile A/B Testing tools in the market, but you should know their features, as well as their pricing, in order to make an informed decision. Here’s a list of the top solutions for mobile A/B Testing, divided by the ones that focus on app store A/B testing and the ones that focus on app A/B testing.

App Stores A/B Testing Tools

This kind of tools will help to test the app listing of your mobile app or game. It becomes very useful to improve ASO and, therefore, Conversion Rate.



Storemaven works to find the best marketing assets in order to drive more installs and a better Conversion Rate. Regarding A/B testing, this tool lets clone the app store listing to send the test to a portion of the audience. It’s possible to track and analyze results in real time, making it easy to see what elements are performing better.
Price: Upon request.



Splitmetrics allows to test almost everything on your app pages, such as icons, video, screenshots, and textual fields, but also Search Ads and Category, among other features. You can keep track of the results in real time and analyze users’ behavior. It’s also possible to segment your audience for different demographics, as well as testing Facebook Ads campaigns.
Price: Upon request.

App A/B Testing Tools

These tools are perfect to improve the product, which will become in handy if we want to improve the number of registers, sales or subscriptions.



Optimizely is a fast and powerful mobile A/B testing for app development teams. It allows to experiment with many elements: onboarding, feature discovery, and also apply re-engagement strategies in order to improve engagement and retention. It also let us update the app in real time without waiting for App Store or Google Play review. The platform supports testing on the web, mobile web, and mobile apps.
Price: $1,440/month (paid annually) and a pay-as-you-go pricing model that costs $49 per 1000 unique monthly visitors.



Apptimize is a robust mobile A/B testing and feature management that has always focused on mobile experimentation. Its visual editor allows complex A /B experiments on both stores. It’s also useful because it doesn’t need an update of the app, making non-technical users available to launch experiments.
Price: Upon request. It has a basic plan and a personalized one.



Leanplum is a mobile A/B testing platform that helps to build loyalty and driving app revenue. It’s flexible and easy to A/B test in both messaging and in-app features. You can also set any number of goals for your campaigns to identify customer trends.
Price: Personalized upon request.



Mixpanel has a simple in-browser editor that lets change any part of app’s user interface: colors, text, remove features, etc. No code is needed, so it’s a simple tool for anyone in the company. It’s also a powerful tool for developers, too, as it allows to test non-visual things, such as the velocity of a spaceship in a game. It lets you write a little bit of code to change the application and experiment to see how people react.
Price: It has a basic (and free) plan, a startup plan for $999/year and an enterprise custom plan upon request.



Taplytics allows you to change anything you can see and touch inside the app, such as buttons, images, copy and colors. It’s easy to customize UI and UX to assess user needs, keeping track in real time to see your changes’ impact. Its advanced analytics system gets accurate data for your team and other third-party data systems.
Price: Depending on client needs, a request is needed.



Splitforce is another powerful A / B testing tool made simple. No code required, so non-technical users can also experiment with the elements of an app with the online experiment builder. It supports Android, iOS and Unity projects, allows user segmentation and auto-optimization that suggests what works better more often.
Price: It has 4 plans: independent ($19/month), startup ($79/month), business ($369/month) and premium ($1,149/month), depending on the monthly active users your app has.

To Wrap It Up – Top 8 A/B Testing Tools in 2018

As stated before, constant optimization is useful to see what elements are performing better and it drives more traffic to our product page or more sales / subscriptions. There are lots of tools available in the market that helps us with that, and we hope that compilation will be useful for you to decide which one fits you best.

Have you missed any important mobile A/B testing tool? Let us know in the comments!

And, as usual, sharing is caring 🙂

Top 8 Mobile A/B Testing Services And Tools In 2018
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Gerard Gordon

About Gerard Gordon

Content & Social Media Manager at TheTool. I like music, technology, sports and playing Fortnite.

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