This document discusses pretotyping as an alternative to app prototyping for validating mobile app ideas. Pretotyping involves creating mockups of an app's title, icon, description and screenshots to test with users before full development. It recommends using A/B testing platforms to compare different pretotype versions and elements like title, description and visuals to decide which idea or features to pursue. The document outlines how A/B testing works with pretotyping and common mistakes to avoid like testing for too short a time, with too small changes or misinterpreting results.

1. Mobile A/B Testing: Best Practices,
Pretotyping and Why It's a Good
Alternative to App Prototyping
Lina Danilchik
Marketing Manager Senior ASO consultant
Maggie Ngai

2. Pretotyping. What is it?
Pretotype is an image that conveys the idea of a product.

3. Mobile app title, icon, description and screenshots designed to reflect its
setting and features together make up an app’s pretotype.
What can serve as app pretotypes?

4. How publishers
validate app ideas
via pretotyping
Once you’re ready with your app’s
pretotypes – several versions of app
title, description, icon & screenshots –
proceed to validating your app idea with
the help of a third-party A/B testing
platform.

5. How mobile A/B
testing works together
with pretotyping

6. A/B Testing Capabilities for Mobile
App Idea Validation
Test your mobile
app idea
Test mobile game
setting
Compare a few mobile
app concepts
Validate or
prioritize app
features
Decide on targeting
& positioning

7. Test your app idea
and decide if you
should build it

8. Compare a few app concepts & select the best
one

9. Decide on targeting
and positioning

10. Decide on localization

11. Feature validation: prioritize your app features

12. Test mobile game setting

13. Test mobile game styles and characters

14. Main metrics to rely
on when running A/B
tests on SplitMetrics

15. 7 Biggest Mistakes in Mobile A/B Testing
Mistake №2
Finishing an experiment before
7 days have passed
Mistake №1
Finishing an experiment before you
get the right amount of traffic

16. 7 Biggest Mistakes in Mobile A/B Testing
Mistake №4
Your banner ads have the same design
as one of the app store visual assets
Mistake №3
Testing too small changes
in design

17. 7 Biggest Mistakes in Mobile A/B Testing
Mistake №5
Testing several hypotheses at once

18. 7 Biggest Mistakes in Mobile A/B Testing
Mistake №6
Misinterpreting the situation when two
variations are the same but you get a
winner
Mistake №7
Getting upset when a new variation
loses to the current one

19. Thank you!
If you have any questions, feel free to reach out to us on LinkedIn or via email:
lina.d@splitmetrics.com & maggie.ngai@phiture.com