14 App A/B Testing Tools You Can Use

You have an interesting and useful app but the download numbers disappoint you. Users are picky. Competition is tough. You are desperate to know what your users want. So what do you do to listen to your users? You pay attention to the data. Users convey their preferences through data. You can generate a good amount of data by setting up A/B tests for your apps. A/B testing is also called split testing. With the help of these tests you can study the response of users and choose the best performing UI and UX elements, conversion techniques and more. A/B tests remain the best way to get feedback on your app.

A/B tests are necessary. Users are presented with two variations of the same thing — variation A and variation B. They choose the option they like and this preference of one variant over another helps the app publishers in the Appsphere make important data based decisions. There are several A/B testing tools available. Let’s discuss a few.

#1 Optimizely

Optimizely is a robust easy-to-use testing platform for iOS, Android and the web. You can make changes in your app in real time. You do not need an app store approval. Its visual editor helps you change the UI elements without entering any code anywhere. Should you keep a particular element in your menu or should you let the users search for it? A/B test the variation and the resultant data will give you the right answer. Test and find out the best way to ask for permissions from app users. Code level variables can also be tested with the help of its developer tools. You can make use of its sophisticated segmentation tools.

It is available in 3 plans: Standard, Professional and Premium. Some of its features are as follows:

  • A/B testing
  • Basic/Advanced audience targeting and segmentation
  • Funnel testing
  • Custom results segmentation
  • Report annotations
  • Geotargetting
  • Unlimited Users
  • Enhanced security controls
  • Integrate Data across platforms
  • Admin 2-step Verification
  • World class support resources

Optimizely platform has industry leading capabilities such as One-line implementation, Visual Editor, Stats Engine and CDN balancing.

#2 AB Tasty

You can stop relying on your hunches and A/B test your decisions with AB Tasty. You can create versions of your app interface and test them. You can measure the effectiveness of your modifications. Testing, the process of segmentation and that of getting reports is all simple with the help of a dashboard. With its advanced targeting options, it is very easy to segment and target users on different criteria based on their behaviour, the traffic source they come from and more. The analysis of the test reports is intuitive and very easy to understand.

Its important features include

  • Instant updates
  • Rapid Test Setup
  • Sub-segmentation of users
  • Advanced Targetting
  • Measure Key Indicators in real time
  • Smart reporting
  • Smart algorithms for optimization
  • Data Visualization

#3 Maxymiser

Oracle bought Maxymiser in August 2015. Maxymiser helps you make impactful data driven decisions with the help of the A/B and multivariate tests. You can optimise your apps and improve conversions, increase revenue, and build brand loyalty. Maxymiser provides a comprehensive solution. You can A/B test trigger points to optimize the app experience. Maxymiser helps you learn more about your users. Helps you personalise your apps. You can target multiple segment groups at the same time.

Its important features include

  • Visual Campaign Builder
  • Quality Assurance Preview Tool
  • A/B testing functionality for both Android and iOS
  • 40 custom attributes
  • Enhanced rule based targeting
  • Micro segment discovery
  • One click targeting

Maxymiser’s Customer Experience Optimization suite quickly delivers measurable results to every client through segmentation, behavioural targeting and right A/B testing techniques.

#4 Apptimize

Apptimize is a very popular A/B testing tool. It lets you change UI on the fly. It is a very easy tool to integrate in the SDK. You can test almost all the features with the help of Dynamic Variables and Code Blocks at scale. You can quickly change the variants with the help of a dashboard. Apptimize supports Swift, Java, Objective-C, HTML 5, React Native and Xamarin. It has robust analytics which is very useful. Apptimize enables you to change and test color, images, copy, position, navigation and more. It enables you to hide certain features for user groups during your A/B tests. It has a useful experiment planning tool to help navigate some of the complexities of inferential statistics used in the tests. You can segment the results according to your requirement even after the tests are over. It doesn’t need a lot of memory or data bandwidth.

Apptimize helps you go for

  • Codeless Visual A/B testing
  • Programmatic Code Block A/B testing
  • Dynamic Variable A/B testing
  • A/B testing User Flow
  • Advanced Verify
  • Analytics Integration
  • Instant Updates
  • Funnels testing
  • Feature Flags

#5 Leanplum

Leanplum is the most extensive mobile A/B testing tool you can find in the industry. It is available on iOS, Android, HTML 5 and Unity. It also has a REST API. You can test in-app UI like buttons, images, text, on boarding tutorials, deep links, permission requests, push messages and more. You can set up tests and have any percentage of your users take them. It has a feature called ‘Time-estimator’ which enables you to estimate the duration for which you should run the tests to get good results. Significant changes resulting in metrics are automatically highlighted so that you are able to assess the results of the test at-a-glance. Leanplum ensures that your data is never diluted by including only those users who are exposed to the changes in the A/B tests. It has a very useful dashboard.

Leanplum enables

  • Test with Unlimited variants and variations
  • Compare conversions with control groups
  • Determine ROI
  • Work with automated insights
  • Undiluted Data
  • Time Estimator
  • Two tailed testing
  • Lifecycle Engine
  • UI editor
  • Admin dashboard with User permission setting

#6 Taplytics

Taplytics helps you make data informed decisions about your app. With a single line of code you can set up your AB tests. You can create tests on a fly and test simple elements or complex behaviours. It has a flexible UI editor. Code based testing helps the developers test different variants. Its powerful and intuitive reporting tools enable you to pick out winning variation with ease. Your A/B tests can be delivered to the exact segment of users. You can segment your users on a wide variety of user characteristics like device type, language preferences, session data and more. Taplytics’ User Insights Platform gives you unique insights into your user’s behaviour, into what makes them tick. Combine it with deep analytics of Taplytics and you will be able to get a clear idea about which areas need your attention. You can A/B test both iOS and Android apps.

Its features include

  • A/B & Multivariate Testing
  • Visual Editor Experiments
  • Code-based experiments
  • Advanced Segmentation
  • Advanced Analytics
  • Push Notifications
  • Custom segmentation
  • Raw Data Export
  • Deep insights from Taplytics BigQuery

#7 Visual Website Optimizer

VWO can help you test web and mobile apps. It is easy to set up A/B tests on it. You don’t need to know HTML. You can simply use point and click editor and create different versions. The test results are easy to read too. To A/B test your mobile app install VWO SDK in the app and submit it to the App Store/Play Store. Next, you log into VWO’s web app and you can create new mobile A/B test campaigns. Write the JSON for the variation of objects you want to test, put the corresponding code in your IDE, define your goals and push the campaign live. VWO SDK will begin collecting the test data. VWO mobile supports iOS 7.0 and above and Android 4.0 and above.

Its features include

  • A/B testing
  • Multivariate Testing
  • Split URL Testing
  • Point and click
  • Online business dashboard
  • Intuitive reports
  • Heatmaps and click Analytics
  • Simple one-time installation
  • Smart code
  • Invite colleagues for Collaboration
  • More than 17 options to target visitors
  • Idea Factory

#8 Azetone

Azetone is high performance, easy-to-set up and robust mobile optimization platform. You can easily change UI elements with the help of its open architecture and instantly update your apps. Unique profile builder feature helps you segment your users and run A/B tests on them. No tinkering with code or no resubmission to stores required. Advanced users and developers can go deep into the app and activate or deactivate code blocks or entire features of apps. Azetone’s integrated UX analytics delivers unique insights which help you set the right A/B tests so that you know where and on which user segments to focus the A/B tests on.

Azetone gives you

  • Best SDK performance
  • Integration with SDK in 1 minute
  • Fully integrated mobile optimization platform
  • Targeted A/B testing for iOS and Android
  • Simple Efficient Reporting
  • Unique User Profile Builder
  • Activate/Deactivate code blocks or features

#9 Kii

Kii A/B Testing was launched as part of the platform and as a stand-alone service. Kii helps you find the most effective elements that drive user engagement, conversion, retention, monetization and more with the help of its A/B tests. You can run simple or multivariable experiments. Quick data driven decisions about user experience, user interface, design, features and messaging help you grow optimally. You can select a percentage of users as testers. You can act on test results almost instantly. You can start with a hypothesis, setup experiments, test, learn user’s preferences, collect data, and push the optimized version of your app to your users. With Kii, it is as simple as that.

Kii helps you with

  • Optimal variation live in one click
  • On the fly growth hacking
  • Cloud based
  • User management
  • Data management
  • Device management
  • Push Notifications
  • Analytics
  • A/B testing

#10 Switchboard

Switchboard is super light weight A/B testing framework which enables you to test your app with a big number of users with minimal number of servers. It is a simple, free and open source tool. It enables you to A/B test user flows, messaging, colors, features and more. It allows you to segment users on the basis of UDID. This tool shows relevant data even when the users are offline. This feature makes it unique. It doesn’t provide you with analytics, you need to plug in an analytics package into the app to get the analytics. You can use Switchboard to turn off any third party code and perform controlled testing of your app. Switchboard Client library is available for android and iOS.

Switchboard is

  • Very light weight
  • Open-source
  • Remote control for apps
  • UDID based Consistent User Segmentation
  • Highly scalable
  • Flexible Custom Parameters
  • No Database or persistent storage
  • Enables staged rolled outs

#11 Splitforce

Splitforce had been acquired by marketing and analytics platform Localytics in 2015. It is an A/B testing framework. Its online experiment builder helps you choose from options. You can test everything from text, colors, design to changes in features. You do not need to put additional codes. You can A/B test ideas and make changes almost instantly. It offers native libraries for iOS, Android and Unity projects. You can A/B test specific target groups. You can segment your users on any criteria you choose. It has a feature called Auto-Optimization which works on adaptive learning algorithms. It can be enabled to weed out poorly performing variants automatically. You can download the test results as CSV files. You can easily export A/B testing result data to third party or your chosen analytics platform.

Splitforce has

  • Online Experiment Builder
  • Dynamic Updates For Tight Iteration Cycle
  • Cross-Platform Support
  • Targeted User Segment
  • Auto Optimization
  • Download or Streamline A/B Testing Results

#12 Swrve

Swrve is enterprise-ready A/B testing solution for mobile apps. It has a very helpful dashboard which enables you to test any aspect of the app and app experience. It is very popular amongst game developers. It is sophisticated enough to handle the exacting demands of the gaming industry. App publishers can rapidly test different hypothesis. They can tweak metadata to test if the users were more inclined towards selecting and buying a protagonist with red or purple headgear. It helps you with focus testing of creative decisions with the help of real users. Every aspect of gameplay and game experience can be tested including variables such as difficulty in game or gravity right from the dashboard.

Swrve enables you to go for

  • Push Notifications
  • In –app campaigns
  • Analytics
  • A/B tasting
  • One- click connectivity
  • Direct integration with major email service providers.

#13 Mixpanel

Mixpanel makes A/B testing easy. It has a very simple in-browser editor which helps you change and test any part of the application. You can A/B test features, text, images, colors and more. You can now vary the velocity of a spaceship in a game; increase or decrease the number of images you show in an app and take informed test result based decisions. You can measure the impact on any conversion like signups and purchases. You can A/B test your variations by including small bit of codes in your apps. Mixpanel calls them developer tweaks. These tweaks help you control the variables in your app from the Mixpanel dashboard. Once you add the Tweak to your code, it will appear in the Mixpanel UI when you connect it to the A/B testing designer.

Among other things, Mixpanel enables you to

  • Find details about users with the help of segmentation
  • Learn why you lose users with the help of a funnel
  • Win customers back with notifications
  • Understand how loyal they are with retention metrics
  • Find Optimal Experience with A/B testing
  • Measure actions people take in your app
  • Write powerful JQL queries to analyze your data
  • Conduct instant mobile surveys

#14 Adobe Target

Adobe believes in making things really easy for mobile app A/B testing teams. A non-technical tester too can easily adapt to Adobe target’s functionalities. No coding or set up hassles. You can create tests to find out the effectiveness of app experience. Before creating tests you need to have clear goals. Choose the metrics that reflect those objectives. That way you will measure only what is useful and you would be able to deliver right app content to right user. Adobe helps you with pre and post segmentation. It has a simple intuitive interface. You just need to adhere to the best practices and with a few clicks you will get right results. See your users respond in real time.

With Adobe Target you get

  • Guided Testing and Targeting Workflow
  • Visual Experience Composer
  • Custom Audience Library
  • Real-time interactive reporting
  • Mobile App Optimization
  • Adobe Marketing Cloud Integration
  • Automated Personalization
  • A/B testing
  • Industry leading support from Adobe Target Services
  • Analytics enhanced reporting

Wrap Up

These are some of the A/B testing tools available in the markets today. These tools can help you optimize your mobile app. If you like any particular tool, do tell us about it in the comments section given below. We would love to hear from you. Until next time, Adios.


Originally published at www.openxcell.com on July 6, 2016.

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