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Convert more visits to installs with store listing experiments

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  • Marketing

Get more installs by using store listing experiments to find the best app icon, images, video, and descriptions for your app on Google Play.

Why it works

Store listing experiments let you A/B test changes to your store listing on subsets of your users so that you can make changes, backed by data, that lead to more installs.

Key features

  • Test your main and custom store listing pages.
  • Test variants of your store listing's graphics and text.
  • Run global tests for graphics alone in your default language, or tests including text and graphics for any localization in up to five languages simultaneously.
  • Experiment with the order of your screenshots.
  • Select the percentage of visitors Google Play will display an experiment to, up to 50 percent.
  • View results in the Play Console.
  • Make an experiment's winning content the default store listing.
  • Store listing experiment performance can be measured using either first time installer or one day retained users metrics. These metrics are reported hourly, with the option to get email notifications when the experiment completes, so you can quickly apply the best variant.

Best practices

  • Determine a clear objective. Make sure you have a question or objective in mind when designing your experiments.
  • Test one attribute at a time. Get the clearest results by testing one variation at a time, unless you're testing completely different designs against each other. Test similar changes to your icons and feature graphics together, like when comparing the use of characters against objects for a game.
  • Start with your app icon. Your app icon can have a huge influence on whether users pick your app from search results and category lists, so test it early.
  • Test all of your listing's attributes. After your icon, test your screenshots and short descriptions, because they're visible to users in search results and category lists. Make sure to test the feature graphic as a priority, too, as it has a major presence on your store listing's page.
  • Run your experiment for at least 7 days. Running for a week allows you to capture both weekday and weekend behavior, even if you have enough traffic to get meaningful results in a few days.
  • Run your experiments with 50 percent of your audience. Using the largest possible test audience will yield results fastest; especially for localized tests that may be visible to only a small percentage of your users.
  • Create at least three alternatives for testing graphics and text. For your hi-res icon, feature graphic, screenshots, promo video, short description, and full description, test a few different versions to see which performs best, and experiment with the order of screenshots.
  • Iterate. Be bold about testing different artwork, but iterate on the results to confirm and improve your findings.

Examples