Store listing experiments

Store listing experiments are Google Play's built-in A/B tests for your store listing: Play Console shows a variant to part of your listing's visitors and the current version to the rest, then reports which one performed better. Default graphics experiments test the icon, feature graphic and screenshots; localized experiments can also test the descriptions in selected languages.

Why it matters

An experiment answers the question a before-and-after comparison cannot: did the change itself make the difference, or did something else change that week? Because both versions run at the same time for the same kind of visitor, seasonality, a feature on a list or a new traffic source affects both equally.

Experiments still need enough visitors. You choose a minimum detectable effect and a confidence level when you set one up. If the difference is smaller than that effect, Play reports a draw, and with too few visitors it reports that more data is needed. Google recommends testing one asset at a time, so you know which change caused the result.

The App Store's equivalent is product page optimization in App Store Connect.

Example (a fictional app)

A developer of a sleep sounds app believes a darker icon will stand out in search results. Instead of switching and comparing weeks, they run a default graphics experiment with the new icon as the variant. After several weeks Play reports a draw. The developer keeps the current icon and moves on to testing the first screenshot, without having spent a month guessing.

Where Indevaro fits

Indevaro can help you write down what you are testing, why and how you will judge it, and keep the result with the decision. It does not set up or run experiments; you create them in Play Console or App Store Connect.