How To Carry Out A/B Testing for Mobile Apps: A Step by Step Guide

At a time when mobile apps rule most of our everyday life actions and choices, and at a time when mobile apps become the fastest growing industry, app developers cannot take things for granted. While both competition and stakes are high, they need to stand out with excellent user experience and glitch-free performance. This is why mobile app testing is so essential a part of all projects.

While a mobile app development company generally carries out functional testing, load testing, performance testing, user testing, and other testing processes after an app project, the A/B testing continues throughout the development process. It guides developers continuously about what is going right and what needs to be checked.

In emerging development companies of Northern Europe, A/B testing appears to be the pillar of QA processes. When it comes to app development Denmark already boasts of an aspiring startup building innovative MVPs. These companies, instead of relying on traditional app testing at the end of projects, have embraced continuous testing and development.

Here we are going to define A/B testing in the context of mobile app projects, how they benefit app development, and the steps to carry out A/B testing.

What is Mobile App A/B Testing?

In A/B testing basically, two versions of a feature, function, design interface, or any other aspect are presented, and their merits and demerits are compared to determine which one is more effective.

In the context of mobile apps, A/B testing compares the existing design, layout, functions, features, and any other app attribute with alternatives. It thus determines the changes that app developers and designers should make in their projects.

The Key Reasons for doing the A/B test?

A/B testing allows development companies to use a simple, more practical, and easy way to carry out testing throughout a project. A/B testing is also cost-efficient while allowing higher returns from an app project.

Here are some of the key reasons development companies depend on A/B testing.

Delivers a Better Bottom Line

Since projects tend to be more experimental and innovative in nature, A/B testing simply by comparing two different options in every stage of development ensures creating a better product and thus reduces the development and testing cost.

Ensure Better Conversion

Through A/B testing various design aspects and features can further be enhanced to ensure better business conversion.

Increase Retention

By carrying out A/B testing companies can easily detect the key user pain points related to certain design elements and features and the corresponding alternatives that can address them. Thus A/B testing helps more user retention.

Taking Data-Driven Decisions

For redesigning your apps or digital products, you no longer need to depend on vague ideas. A/B testing will allow you to see which design element, app feature, layout, and button works and which doesn’t work.

Evaluating New Features and Designs Quickly

Do you want to try a new design layout or buttons or some innovative features for your app and don’t know whether they will work or not? Just through A/B testing, you can easily get an idea of their merits and demerits and accordingly can take decisions.

How to Carry out A/B testing in a Step by Step Manner?

Now that you have a very comprehensive idea about how A/B testing works and how it benefits the companies in shaping their digital products to perfection let us understand the steps in the A/B testing process.

Define the Objective of A/B Test First

First study the app analytics to understand where most users are turning back and what are the possible pain points as per the indications of user behavior data. Understand the app areas needing your urgent attention.

Some areas that are most problematic and experience a lot of bounce rates such as the checkout page and shopping cart of e-commerce apps, login options, payment page, and a few others need A/B testing on a priority basis. Check out alternative methods for each of these options.

Have a Grip On User Behaviour Data

For deciding which app areas need priority in your A/B testing, you can take the help of user behavior analytics tools that will provide very relevant insights about what user dislikes. Based on these data-driven inputs, you can use A/B the elements and their alternative options.

Building Alternative Design Elements

Suppose you want to optimize the design layout, menu, and other elements like buttons and overall flow of the app for better conversion and user engagement. In that case, you need to be ready with alternative options for each design element and carry out A/B testing to find which works best.

A/B Testing with a Different Audience

Carry out A/B testing of the different versions of the app with a different set of audiences to validate the initial results of your A/B testing through a variety of users. Create two random user groups and give each one an alternative prototype of the app and get insights from their interactions.

At last, check out the best performing prototype between the two options and choose one. Validating A/B testing results with actual users is one of the important steps before finalizing the design and development decisions.


Since continuous testing and iteration became very important for maintaining user engagement and retention, A/B testing appeared to be the ideal solution for developers. With the help of A/B testing, you can enrich your design and development decisions with data-driven insights.

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