The document discusses mobile A/B testing strategies, comparing SplitMetrics and Google Play tools while highlighting best practices and tips for successful campaigns. It emphasizes the importance of continuous testing, understanding user behavior, and localizing assets to optimize app performance. SplitMetrics provides various use cases and advantages such as pre-launch testing and detailed analytics to aid in decision-making for mobile app marketers.

1. SplitMetrics Team
answers burning questions
on mobile A/B testing
Marketing Manager Customer Success Managers
Account Executives
Speakers

2. Topics we’re going to cover
Where to start with mobile A/B testing?
Google Play vs SplitMetrics
SplitMetrics use cases
A/B testing at the pre-launch stage. How does it work?
01
02
03
04
splitmetrics.com

3. When you plan a testing strategy: tips
How to set up a successful campaign
How to win with no winner
Competitive advantages of SplitMetrics
05
06
07
Topics we’re going to cover
splitmetrics.com
08

4. SplitMetrics Team members
who will answer your questions
Zhanna
Radovnya
Success Manager
Alex
Laptenok
Success Manager
Valeria
Kuharenko
Account Executive
Mari
Tripolskaya
Account Executive
Lina
Danilchik
Marketing Manager
splitmetrics.com

5. Where to start with
mobile A/B testing?
Mari Tripolskaya
Account Executive
Speaker

6. What are the first steps?
How does the process look like?
Are there any tips?
Where to start with mobile A/B testing?
Q: I am new to mobile A/B testing, where should I start?
splitmetrics.com

7. Analyse the user
behavior data
Conduct research
Mobile A/B testing process TIP
Constant A/B testing helps
to perfect your target
audience portrait if you
create ad groups with
different audience settings
to check which one
performs better.
/ in-app user behaviour
/ flow, app
/ game features
/ competitors
/ category best practices
/ global design trends
Form a hypothesis Create assets
Run A/B testing
experiments on
SplitMetrics
Run follow-up
experiments

8. SplitMetrics vs Google Play
Valeria Kuharenko
Account Executive
Speaker

9. What should I know about both tools?
How does SplitMetrics differ from the Google Play native tool?
When should I choose SplitMetrics?
SplitMetrics vs. Google Play
Q: SplitMetrics or Google Play — how to choose
a tool to fit my business needs?
splitmetrics.com

10. ➔ Pre Launch Testing
➔ Testing for iOS
➔ Up to 8 Variations per Experiment
➔ Unlimited # of Experiments
➔ Any App Page Element + Multivariate
➔ Detailed Metrics on users behaviour
➔ ICP Targeting & Traffic Routing Settings
➔ Benchmarks & Co-managed Services
-
-
4 variations per Experiment
1 global + 5 localized
Testing 5 elements
Limited analytics
No control & targeting
Only tech Support
Growth
GET the answers to make
data-based decisions
● what’s your most triggering visual,
feature, message or call to action?
● what’s your room for growth?
● how to refine your UA strategy?
● how many seconds you have to tell
your story?
and much more
splitmetrics.com

11. SplitMetrics use cases
Valeria Kuharenko
Account Executive
Speaker

12. How can SplitMetrics help me with my mobile app business?
What to test to get the best results?
SplitMetrics use cases
Q: For what purposes is SplitMetrics commonly used?
splitmetrics.com

13.
DISCOVER
Concept reality check
Audience research
Best performing assets
for KICK OFF start
App stores’ algorithms
like regular updates
Paid installs boost
organic ones
CR boost cuts CPI
costs
ASO activity is far more
fruitful at scale
Localized assets allow
to GET substantial
CR boost
Focus on the audience
values & right messaging
brings the most
prominent results
A/B testing Whens & Whys
OPTIMIZE SCALE GET THROUGH
PRE LAUNCH LIVE
REVIVE
splitmetrics.com

14. Ideas & concepts in pre development & pre launch stages
UA Channel & Target Audience Mixes
New product features & updates
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+
+
Regular & Seasonal Updates
Best category use cases (yours or related)
Testing the whole start of the funnel (ad+ap page)
SplitMetrics use cases
Pretotyping pre launch
Focus on winners, find the right TA & visual/value/features mix
Industry best practices optimization
Always learn from your competitors & industry trends
Local content
Stylistic Preferences (color, data intensity, visual code, etc)
Cultural preferences (values, characters, settings, etc.)
SplitMetrics tips, industry insights & benchmarks
+
Localize your assets to meet local audience expectations
Localizations scaling
Get positioning right & formulate strong testing hypothesis
Customer focus breaking the ceiling
splitmetrics.com
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Insights from product, UA & marketing teams
Insights from customer reviews
Customer life values & trending interests
Audience & UA channels stretching
+
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15. Pre-launch testing: how it works
Alex Laptenok
Success Manager
Speaker

16. What are the first steps?
How does the process look like?
What elements can I test?
Pre-launch testing: how it works
Q: What should I know about A/B testing at the pre-launch stage?
splitmetrics.com

17. Concepts & Audiences Meta & Localizations
Product Features Best App
of the Year
PreLaunch
splitmetrics.com

18. When you plan a strategy: Tips
Mari Tripolskaya
Account Executive
Speaker

19. When you plan a strategy: tips
Q: Could you provide some recommendations
in terms of testing strategy?
splitmetrics.com
1 element at a time
1 change at a time
Prioritize
Variations prioritization
Make significant changes
Ad banner + variations
Adjust to geo
The more variations, the more traffic

20. How to set up a
successful campaign
Zhanna Radovnya
Success Manager
Speaker

21. How does the process look like?
Could you please share some tips?
How to set up a successful campaign
Q: I am new to mobile A/B testing, where should I start?
splitmetrics.com

22.
Create a campaign for website clicks (experimental landing page is a website)
Pick the correct device type (the one you have in your experiment) —
we filter out all wrong devices
Add interests to narrow down your audience
Use Facebook Pixel Integration
Tips for successful campaign
splitmetrics.com

23.
Placement: Facebook & Instagram (Feed & Stories)
No Audience Network (Low quality traffic)
WiFi Only to reduce the number of Dropped visitors (especially in Asian, African countries)
Your ad banner should correspond to the content of your app page (Search/Category)
No daily budget to get more clicks per day (or don’t set less than $200)
Tips for successful campaign
splitmetrics.com

24. How to win with no winner
Zhanna Radovnya
Success Manager
Speaker

25.
How to win with
no winner
Q: What should I do if there
is no winner? Isn’t this just
a waste of resources?
splitmetrics.com

26.
Getting useful insights from no winner exp.
splitmetrics.com

27.
Getting useful insights from no winner exp.
splitmetrics.com

28.
splitmetrics.com
Getting useful
insights from no
winner exp.

29.
Getting useful insights from no winner exp.
splitmetrics.com

30. Focus on First View and optimize
Video & 1,2 Screenshot
Insights for follow-up experiments
Test Video Thumbnail
Optimize Video by making it 12 sec.
long and place the most catching plot
in the first 9 seconds
Redesign first 2 screenshots
Leave out the last two screenshots
and try Control against and variation
with the video + 4 screenshots
splitmetrics.com

31. Why SplitMetrics?
Key benefits
Lina Danilchik
Marketing Manager
Speaker

32. Why SplitMetrics?
Q: What makes your product stand out?
Validate features & new app ideas without
building an MVP
Constantly optimize without dropping down
the performance in the real app stores
Get access to ASO Expertise
splitmetrics.com

33. Thank You!
Reach out to discuss our strategic partnership
& future cooperation
Mari Tripolskaya
Account Manager
Valeria Kuharenko
Account Manager
mari@splitmetrics.com vale@splitmetrics.com