These 5 Tools with In-App A/B Testing will Optimize Your Mobile Conversion Rates
- Some of the most popular A/B testing tools with native mobile app testing features include Optimizely, VWO, and Splitforce.
- Perhaps one of the most important features to look for in such an app is real-time app updating.
- Many of the tools below resemble one another, so it’s usually a good idea to choose based on your budget and particular needs.
You’ve seen this scenario being played out time and again in the tech world, of late. Some wiz kid, often barely out of her teens, sweeps the mobile device world by storm, creates this brilliant little app, sells it for billions and presumably retires to the Bahamas. In actuality, things rarely ever go down like this. Of course, the media would like to have us all believe in Cinderellas and their success stories – but the truth is that multi-million download mobile apps are often the result of a strenuous testing, optimization, and marketing process.
Today, we’re going to address the testing stage of that process, if anything because it’s relevant to app developers irrespective of the stage in which their project is. You might be preparing for launch, or you might as well be just out of Alpha. Either way, A/B testing will provide you with a priceless trove of data up for analysis. Armed with that wealth of knowledge, it will be far easier for you to engage, retain, and even convert customers. Split testing is a matter of know-how and finesse; it typically boils down to such micro decisions like the color of your Buy or Submit buttons. The 7 tools below, all equipped with native split testing features, are relatively similar in terms of functionality, so make sure to choose wisely, based on your budget and specific marketing needs.
Image source: SmallBizTrends.com
If you know anything at all about A/B testing, then you’ve definitely heard of Optimizely before. However, a lesser known fact is that, up to the year 2013, the app’s developers completely disregarded the mobile market and simply did not include a mobile app tool within their solution suite.
Image source: Optimizely.com
Available both for free, as well as through a paid subscription plan. For payment plans, asking for a preliminary quote is required. The free version only supports one project and one domain for a website, iOS app, and Android app. Paid plans are tailored to meet client needs.
Before Optimizely introduced its mobile app split testing feature, Taplytics basically ruled this market segment. It was dedicated to app testing and also allowed for free implementation of winning test variants. As explained above, fast iteration has always been a big deal in the mobile world, which is probably how this tool gained its initial popularity. The paid plans are arguably cheaper than those offered by other platforms, but the downside is that the app isn’t exactly user friendly for those who are completely unaware of how to code. For instance, one of the earlier versions of the app required the writing of code in order to initiate the installation process (though, to be fair, a single line was involved).
Image source: Taplytics.com
Taplytics is free to use for one project, a team of up to 2 members, and for p to 25,000 MAUs. For pricing plans, which also come with real time app support, unlimited team members, and team member permissions, contact the app’s developers.
Implementing changes in real time, as follow-up to split testing results is a great advantage in the fast-paced world of mobile apps. Given how dynamic this market segment is, and how educated (and consequently picky) its consumers are becoming, having to pull an app off the Play Store or Apple’s App Store could spell business disaster. With Apptimize, this issue is completely side-stepped, since you can run tests as you work, without then having to resubmit your application to the store. Aside from its great A/B testing feature, Apptimize also comes with several strong feature flagging capabilities. This way, you can deliver certain features to certain users only and even completely hide those features from other groups. This is particularly useful when rolling out features that users have specifically asked for, or when testing to optimize features likely to bring in income. Bear in mind that this app has been designed for coders, rather than marketers, though!
Image source: Apptimize.com
The free version is heavily code based. Paid versions start at $100/month (no coding required) for the Starter pack, and move up to $300/month for the Standard version, and $1,000/month for the Professional version. Available for both iOS and Android.
Like Optimizely before it, VWO generated quite a buzz even before it was out, mainly because it had long since been one of the top app choices for website optimization through split testing. In 2013, they announced the launch of their mobile app A/B testing native feature, and users swarmed to sign up for the beta. At the moment, it boasts being the world’s easiest optimization and testing tool, with a great-looking, highly user-friendly design and tons of popular features. These include reporting, integration, a visual editor, personalization, and, of course, live implementation of test results. Aside from typical split testing, the app also supports the multivariate version, plus URL split testing.
Image source: VWO.com
Paid plans start at $49/month paid annually, or $59/month, on a month-to-month basis. This basic plan supports up to 10,000 monthly visitors. The more expensive version is $129/month (paid annually), or $155/month (month-to-month). There’s also a powerful enterprise plan available to larger companies, whose price tag starts at $999/month billed once a year.
The coolest thing about Splitforce is that it takes a very granular approach to split testing. With the aid of this tool, you can basically try out any change to your website, right down to the color of every single button on your page. To boot, it’s just as easy to implement the option with the best results: simply click one button and – presto! – you’ve got it all down pat. Another boon for this tool is that it makes clever use of geolocalization, which is heaven-sent for localized app developers. And, since it bears repeating: make your app localized, in case you haven’t already. You’ll thank yourself in the long run.
Image source: Splitforce.com
Free, with limited features. Several paid plans available, depending on enterprise size (from $17 per month for independent professionals to $1,034 for premium subscriptions), as well as on payment frequency.
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