Rumor: Play Store gets support for a/b testing

According to an American tech site, developers are given the opportunity to a/b test the presentation of apps in the Play Store. For example, developers can see whether a certain color app icon works better, or at what price users are willing to pay for an app.

Google plans to announce the new functionality at its Google I/O developer conference later this month, The Information writes. Developers could use a/b testing to see if other screenshots or a particular app icon works better. The difference in interest at a lower price can also be tested.

The freedom to adjust certain parts in the Play Store does not extend beyond the information in the store itself: the app cannot deviate, reports The Information. It is the first opportunity for app developers to test how an utterance works. A/b testing is not yet possible in the Apple App Store.

It is not clear whether Google has plans to eventually also enable a/b testing of APKs, so that certain groups of users are presented with a different APK. Google would also plan to announce more new functionality in the Play Store during I / O, but what that is, The Information does not report.

Update 9.01 am: the a/b test is a market research method that examines which of two different options is the better of the two options. The term is mainly used in the optimization and conversion of websites and the creation of newsletters. For example, with a newsletter title, it is checked which subject line is opened most often, after which the newsletters that have not yet been sent are sent with the winning subject line.