According to research from Forrester, leading enterprises have consolidated online testing and personalization techniques such as behavioral targeting and recommendations into centers of excellence to achieve one common goal: to optimize digital experiences across the entire lifecycle of customer engagement.
Americans spend 90% of mobile internet time in apps, according to research conducted by eMarketer. Also, users spend two hours and 11 minutes per day using mobile apps, but just 26 minutes browsing the web on a mobile device. So it is clear that there is no competition between the app and web browser experience. But still, the number of enterprises investing in app A/B testing is low. The optimization for most organizations currently stops at app store A/B testing, and that itself proves to be a great ROI story.
For example, Rovio increased their conversions by 13% and got extra 2.5 million downloads for its game Angry Birds 2 by using app store A/B testing. App store A/B testing is where it all begins, but we are going to go a step further and talk about the inside app A/B testing in this article. We will use our experience working with Google Firebase for A/B testing (powered by Google Optimize) to shed some light on this topic.
Right off the box, there is a definite ROI to be realized by implementing this tool:
Few of the case studies from popular apps say the same story. It is all about A/B testing when it comes to delivering the best customer experience on a mobile app:
As you can see from the above examples, A/B testing for mobile apps does provide a definite ROI. However, we must remember the difference between platforms (Mobile app and website) and the added complexities:
2. When bugs do happen, they are much easier to fix on a website because shipping a new version of the site is easy. Users can see the version instantly — no need to wait for any third-party approvals. But, that is not the case with mobile apps. The version first needs to be approved by the app stores, and then, users need to update the app. A forced update is not a choice all the time. So, the timing is critical. However, testing does not have to wait. By leveraging Firebase Remote Config to show specific content to each defined audience, the need to deploy a new app update does not occur.