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Use Research as the Foundation for A/B Testing
There’s no magic formula for determining what tactics will turn browsers into users. However, A/B tests can give you the data you need to target a particular audience. For A/B testing to work, you can’t choose test elements at random; all of your decisions have to come from thorough research.
Look at Your Competition
Start your research by performing a competitor audit. Explore every angle of your competition’s app store listing to gain insight into their ASO strategy. How are they showcasing their brand? What images or video are they using? Can you determine any standout keywords? What product features are they highlighting? You’re looking for areas where you can enhance your listing to establish a competitive edge.

While you’re examining your competition, you should also look at how they’re generating traffic to their app store listing. Take a look at their online presence and content marketing strategy; how are they targeting users with their content? What type of content do they create and how often? Do your competitors publish content on other online channels or publications? Can you discern a prominent link building strategy?

Tools like Hubspot, Moz, and Buzzsumo are helpful for monitoring your competitors’ performance and finding link building opportunities.
Look at the Industry Leaders
Narrow down several of the top performing app store listings in your product category and note what they do well. What is it about these product pages that resonate with users? Would these listings perform just as well in a different category? Make a list of all the techniques and best practices you observe and consider ways you can incorporate them into your creative assets.
Get to Know Your Audience
To succeed in the app store, you need to know every single detail about your target audience. In-depth audience research allows you to prepare product messaging that addresses your users’ pain points. First, know why your audience wants to use your product and then tailor your marketing efforts to that need.
Qualify Your Traffic
The last area of research involves analyzing your traffic sources. It’s of vital importance to know what traffic and advertising channels bring in the most qualified leads. One way to perform this research is to launch two identical targeting campaigns in two different advertising funnels and dissect their performance later.



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