A/B testing for organic growth: Google Play & App Store | Adjust

A/B testing is crucial for app store optimization (ASO) to improve organic results.
Google Play's store listing experiments allow testing app icons, short descriptions, feature graphics, screenshots, and long descriptions, with support for localization and seasonality.
Apple's product page optimization (PPO) enables testing icons, screenshots, preview videos, and descriptions, with localization and audience allocation.
Both tools have limitations: Google lacks traffic source segmentation and post-install engagement data, while Apple restricts to one test at a time, no metadata testing, and a 90% confidence cap.
Best practices include testing one element at a time, forming clear hypotheses, and considering external factors.
Adjust's Measure, Analyze, and Datascape enhance testing by providing precise attribution, cohort analysis, and unified campaign performance views, enabling marketers to identify high-value users and long-term impacts of optimizations.