Both stores let you test icons, screenshots and other assets against the current page. Results report conversion; they do not tell you whether the winning variant brought better players, so check downstream cohorts before declaring a winner. Seasonality and traffic mix can also swing results, so run tests long enough to cover a full weekly cycle.
Definition
Store listing experiments.
Also called: Product page optimization, PPO
Native A/B tests of store assets — Google Play store listing experiments and Apple’s product page optimization — run on live store traffic.
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