Mobile Marketing Automation Blog

Best practices for mobile app A/B testing and optimization using Appiterate

15 Oct 2013

We started Appiterate to make life easy for app developers and product managers. In this post I am listing some key things you can do with Appiterate that will create value for you. If you find yourself answering yes to the questions below then this article is for you:


  1. Need the same control with your mobile apps as you had with your website?
  2. Your design updates take a few weeks to go through the app stores?
  3. Not sure whether your users will install the new update you pushed?
  4. Would be nice to know which design of your app converts more?
  5. You’d like to A/B test your app to improve its key metrics?

We thought so. Don’t worry, we have you covered. We prepared a list of eight things you can do using Appiterate that will save you valuable effort & time. Using these you will never have to worry about all those helpless questions.


  1. Drive Design with Data: With Appiterate you no longer have to drive designs based on opinions or conjectures, that of the designers or HiPPOs (Highly Paid Person’s Opinion) in your team. A/B testing your mobile app with Appterate lets you verify each design call you take with real time data to back your design choices. It’s as simple as deploying two variations of an element in the morning and knowing which variation converts more in the evening (given that you have enough users to present the tests to).

  2. Test Everything: You can test all elements as long as you have variations to test. Appiterate lets you test everything on your mobile app from CTA buttons, image placement, navigation flow, etc. to its colors, text, design, etc. We have an awesome rule – if it is there it can be A/B tested.

  3. Test Features and User Experience Flows: It is one thing to test a CTA button’s color or copy and it is altogether another to be able to test the whole user experience flow or feature set in different variations of your application. Imagine this – using Appiterate you can deploy a variation of your app with a particular feature and another without it. This can be deployed to a set or a custom segment of your audience (more about it below). This makes it so much easier to test new features to a specific segment before rolling it out to everyone.

  4. Drag and drop designs using our WYSIWYG interface: Our WYSIWYG interface brings the ease of designing test variations without having to worry about coding. You can drag and drop content, change colors, position, alignment, etc. all on our WYSIWYG dashboard. You can create a variation, make it your test variation and deploy it to a specific segment.

  5. Segment Deployment: Using our segmentation tool you can create, deploy and analyze tests by user segments such as OS versions, Network Type, Device Manufacturers, Location, time of day, etc. For specific custom needs you can even create custom segments to present your app variations and get insights.

  6. Track Custom Goals: Our tool let’s you set and track goals which are relevant to your app and business context. Let’s say you have an app that thrives on user generated content (think Yelp/Zomato reviews), track what paths users take to reach review section. In a game, measure difficulty level’s impact on in-app purchases Want to tweak your search algo but not sure how users will respond to it? Test which algo gives you maximum click-throughs.

  7. Analyze Real Time Data: Make key decisions when they are supposed to be made. You no longer have to wait for the research analysts report. You could just devise your own A/B test and base your decision on the real time results that the analytics tool provides.   Our analytics tool lets you track winning versions for the primary & secondary goals and user behavior.

  8. Manage Content: You can manage your content easily using our dashboard. Once you truly integrate your application with Appiterate, you will not have to push an update through the app store for every little thing. You have a recipes app with offline content which cannot be updated through an API? No problem. All you have to do is use Appiterate’s dashboard to post new content in the application and your users can see the content in real time.

In conclusion, Appiterate is the world’s first WYSIWYG A/B testing platform for iOS and Android that lets you truly optimize your mobile app for key metrics. You can do all this without worrying about some old world difficulties that still mar the mobile app development industry. Using Appiterate you can truly control your apps conversion metrics such as in app purchases, user engagement, conversion rates.

Tanuj Mendiratta

Co-founder & CEO
With rich experience of his previous start-ups, Tanuj is leading the growth at Appiterate. He keeps a keen watch on the latest trends and makes sure that we do not miss out on having fun between all the hard work.