How it works
In App Store Connect you create a test with up to three treatments next to your original page. Each treatment can change the icon, screenshots and app previews. You choose how much traffic goes into the test and which localizations it runs in. A test runs for up to 90 days, and App Store Connect shows the conversion rate of each variant with a confidence level.
Alternative icons must be included in the app binary, so an icon test needs an app update first.
Tips
- Test one idea at a time (e.g. benefit-led screenshots vs. feature-led), or you won't know what made the difference.
- Give tests enough traffic and time to reach confidence.
- Run tests in your largest storefront first.
PPO vs. custom product pages
PPO tests variants of your default page for everyone. Custom product pages are separate pages you send specific traffic to. The Google Play equivalent of PPO is store listing experiments.
Example
A fitness app tests three screenshot sets for 30 days. The variant that shows a workout in progress beats the original by 8% in conversion rate and becomes the new default.