How to conduct A/B test with Google Play Store listing experiments

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It doesn’t matter what you’re A/B testing, efficiently operating Play Retailer experiments is completed with the identical course of. And right here what we describe essentially the most is A/B testing a promo video for the Google Play Retailer.

The primary one is to enhance conversion on the product web page: get extra installs for a similar quantity of retailer itemizing guests. A video accomplished the fitting method that exhibits what the app/recreation is all about and the way it can deliver worth to the person ought to assist persuade the potential person to obtain the app.

You’re having a video produced proper now or we simply delivered it?

You is perhaps questioning tips on how to assess the affect of your promo video on the Play Retailer. How are you going to know if the video helps?

Wish to talk about a video challenge for a Google Play Retailer video? Try our app video providers and make contact with us to obtain a free customized proposal. Already working with us? If something is unclear otherwise you’d similar to to change additional on this (freed from cost) simply attain out to your challenge supervisor at Apptamin and somebody from our staff will likely be pleased to debate with you.

Here’s a step-by-step information on how we advise to measure the affect.

Word: A LOT of the recommendation on this submit is basic and could be utilized to experiments with different itemizing’s attributes (icon, screenshots, function graphic, and so on.) and even to different A/B exams. However this submit has a particular deal with Google experiments with the video attribute.


We’ve had a number of purchasers that noticed their conversion charge enhance when including a brand new promotional video in your Android app.

Typically they already had a video on the Play Retailer, and generally they weren’t utilizing video but.

The identical outcomes can’t be assured. However measuring that is additionally step one to optimizing your video in case it didn’t carry out in addition to anticipated (Step 7).


Google affords a instrument within the Google Play Developer console referred to as Retailer itemizing experiments.

With Google experiments you may A/B take a look at modifications to your retailer itemizing: a subgroup of the Play Retailer guests will see model A, one other subgroup will see model B.

You then examine which variations acquired extra installs.


Which localization(s) do you have to begin on?

It’s nice to have the ability to localize video on the Play Retailer.

When you have a big person base that speaks one other language, you may tailor the video to them.

With retailer itemizing experiments, you may run exams for any localization in as much as 5 languages concurrently.

That stated, until you’ve gotten a terrific quantity of downloads it’s best to begin A/B testing with just one language (instance: EN-US).

Figuring out your goal

Within the case the place you don’t have already got a video in your Play Retailer itemizing, what you wish to A/B take a look at first is:

  • Model A (Present Model): no promo video
  • Model B (Variant with video): very same itemizing however with a promo video

If you have already got a video in your itemizing, what you wish to A/B take a look at first is:

  • Model A (Present Model): present promo video
  • Model B (Variant with video): new promo video

After operating the experiment your goal is to find out whether or not video helped convert extra visits to installs on the Google Play Retailer, and by how a lot.

So earlier than getting began you wish to outline:

  • The variable: the one factor that will get modified (video vs. no video, new video vs. present video)
  • The outcome: the anticipated final result (by how a lot you consider it ought to change the conversion charge)
  • The rationale: why you suppose it ought to change the conversion charge

Attempt to maintain advertising/acquisition efforts comparatively constant

What the itemizing experiment measures is what’s taking place within the Play Retailer solely. However a number of exterior components can have an effect on the outcomes.

The principle one we’ve recognized (so long as your Play Retailer itemizing stays the identical) are an enormous advertising or promoting push. When you have important modifications in promoting/advertising campaigns, then you definately run the dangers of getting totally different behaviors from guests in your Play Retailer itemizing: they could have already made their choice on downloading the app when getting there.

As a result of Google doesn’t differentiate by forms of installs (Natural Search, Natural Browse, Third Occasion referrers like advert networks. and so on.) this is able to subsequently change the “typical supply combine” of tourists which can have an effect on the modifications/experiments you make (together with video). Particularly in the event that they’ve already seen a video advert and are very clear on the added worth of the app!

We perceive conserving advertising/promoting the identical won’t at all times be doable, however no less than maintain this in thoughts.

What’s your present conversion charge?

On your app you’ll find these conversion charges in your Acquisition studies of your Google Play Developer Console.

Take a be aware of every conversion charge for the earlier week. You may also be aware of the general and natural conversion charges for the nation the place you propose on doing the take a look at (in our case, United States since we’re selecting EN-US as language).

You’re going to run an A/B take a look at however you continue to wish to know what these conversion charges are earlier than, throughout and after the take a look at (see Step 5 as nicely).

What quantity of downloads do you want (and pattern measurement)?

On your experiment you’ll want to have a pattern measurement that’s large enough for Google to find out statistical significance (a “winner”).

Most individuals say you want 1000’s of installs for every model as a way to get dependable outcomes.

That can assist you out in figuring out your pattern measurement, take a look at this useful Pattern Measurement Calculator. Right here is an instance of parameters chances are you’ll use:

Necessary: the parameters indicated as “would possibly want to regulate” would possibly have to be totally different in your case (see clarification under).

Among the parameters you’ll want to outline your pattern measurement are mounted (significance degree: 10%) or fairly simple (your conversion charge).

Others, nonetheless, will rely on how a lot you’ll want to watch out about making modifications:

  • Minimal Detectable Impact (MDE)
  • Statistical energy

In the event you simply launched or if you happen to’re a startup with just a few downloads and also you’re prepared to take extra dangers, you may have much less stringent parameters for MDE and statistical energy. What we have now within the image above are nonetheless fairly “typical” values (MDE: 5%, statistical energy: 80%).

When you have a profitable app that has been within the retailer for a very long time and has nice rankings, run a extra delicate take a look at with extra stringent parameters. You’ll be able to for instance lower MDE and enhance the statistical energy. Your pattern measurement wanted will enhance however your outcomes will likely be extra exact.

Within the instance above, you want no less than 19,907 guests for every variant, so 39814 whole. In the event you at present have a conversion charge of 20% like above then that will imply 7962.8 downloads whole (or 3981 per variant – with solely 2 variants as mentioned right here).

Operating an experiment with out ready for this quantity of downloads would make the take a look at outcomes unlikely to be correct. So now let’s see how a lot time you’ll want to run your experiment.

How lengthy do you have to run your retailer itemizing experiment?

In fact this reply is tied to the amount of installs you’ve gotten outlined above.

As seen, we’d like a quantity of 4,000 installs (rounding up the 3981 above) per variant. Let’s say that you’ve 5,000 installs per week, you’d have:

  • 1 week take a look at: 2,500 installs for every model. This isn’t sufficient.
  • 2 weeks take a look at: 5,000 installs for every model. This could give extra dependable outcomes.

So if you happen to get 30k downloads per week do you have to simply run an experiment for two days?

Google says you need to be affected person

The reply isn’t any. Play Retailer guests’ habits can range over the course of the week or on the weekend, so we advise to no less than make your experiment final a full week.

When you’ve set your pattern measurement and subsequently how lengthy your experiment ought to final, persist with it (see Step 3).

Why it’s best to NOT take a look at greater than 2 variations on the similar time

Play Retailer itemizing experiments help you do extra T than simply A/B exams: it permits to separate take a look at as much as 4 variations (present model + 3 variants) on the similar time.

We advise (and we’re not the one ones) to maintain your testing to solely 2 variations (present model + 1 variant). It’s not solely about getting (extra secure) outcomes sooner. It should additionally make it simpler to analyse.

As Luca Giacomel from Bending Spoons explains “the actual motive for not doing a number of A/B exams in parallel is that each one of them will yield a decrease statistical confidence as a consequence of a really well-known statistical drawback referred to as the issue of “a number of comparisons” or “look elsewhere impact.

So…Belief us. Don’t overcomplicate issues.


So to have the ability to add a promo video to your Play Retailer itemizing, you first have to add it on YouTube.

As you understand, there are 3 choices on YouTube: public, unlisted and personal. You cannot use personal for apparent causes, so let’s check out the opposite two.

The benefit of an unlisted video is that you understand that essentially the most a part of the views (typically > 90%) are from people who noticed the promo video on the Google Play Retailer. This makes your YouTube analytics way more significant and help you get insights on Google Play Retailer guests’ habits/engagement along with your video(s).

When unlisted, many of the views on the video come from the Google Play Retailer (“exterior”)

If the video is public, then you may see the site visitors sources. However you gained’t be capable of analyze the necessary video metrics by supply (extra on that within the final a part of this submit).

The benefit of a public YouTube video is that in case your app itemizing will get a number of site visitors your video can shortly collect 1000’s of views that then make it rank higher for search on YouTube (the second search engine after Google). And even on Google.

Normally we advise to begin along with your video(s) unlisted, no less than till you’re assured it’s there for some time (i.e you aren’t optimizing/testing the video half for some time).


Open your Google Play Developer Console and go to the “retailer itemizing experiments” part within the “Retailer presence” part.


That is the toughest half.

Your experiment is operating and it is extremely tempting to return every day to get a way of which variant is performing higher.

Wanting on the information is not going to change the outcomes per say, however how a lot do you actually belief your self in case the experiment just isn’t performing in addition to you hoped (or worse)? Will you be capable of maintain it going?

It’s finest to stay to your deliberate take a look at interval, and keep away from that rattling experiment. Even when Google tells you the experiment is full.


In tremendous quick: due to false positives. You would possibly suppose (and Google would possibly let you know) that the experiment is profitable however because you haven’t reached the pattern measurement outlined it would truly not be the case.

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