App Store Audience Testing


What is App Store Audience Testing?
App Store audience testing is the practice of testing different segments of an audience and measuring how they respond to app store marketing creatives. To explain simply the process of testing, it involves sending different segment groups to a product page from a paid ad and tracking the conversion rate of each segment. And the only way to discover who that audience is is by deducting them down into segmented groups according to what factors or commonalities align them. These could be anything from age, interests, gender, location, language, etc.
Let’s take a dating app as an example. Audience testing would involve tracking / measuring how a certain age category responds to a certain creative, then using that data to make informed decisions on what needs changing in order to meet the strategic marketing goals. It’s possible that by testing one segment of the audience, other segments are pushed to one side for the purpose of that particular test; but it’s par for the course and a calculated step in order to achieve a specific marketing goal.
Why App Store Audience Testing is Important?
The heart of App Store audience testing is understanding who the most valuable members of the App Store audience are and what their needs are in order to drive them to the product page. Effective audience testing should define who the audience is for a particular app or game to deliver users of high-value who will lead an app to improve growth.
Audience testing is important because it provides insights that marketers use to construct their marketing ‘language’ (marketing / creative assets) which allows them to communicate with their audience on a more relatable and engaging level.
App Store Audience Testing and ASO
ASO isn’t interested in ‘the gist’ when it comes to data, it’s interested in detail, and minutiae. For the mobile app industry, optimizing for the ‘average’ user is too broad and a sign of an ineffective marketing strategy, it would be a challenge to blanket optimize and audience testing exists to avoid that circumstance. And if you’re successful you might have increased conversion rates for a low-quality audience
Attempting to create, let alone optimize, an important element on a product page without any background on who the audience is, what they want, what they respond to and why, is a recipe for disaster. Segmenting an audience must occur in order to know exactly how a particular user / group responds to a marketing asset, as opposed to how everyone responds to it. Only by gathering that data is it possible to pinpoint what may be pushing away the desired audience and what’s bringing in an undesirable audience.
Audience testing provides the opportunity for ASO people to optimize messaging for particular users on their particular journeys.
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- User Segmentation
- User Acquisition for Mobile Apps
- Paid App User Acquisition
- Organic User Acquisition
- Explorative Users
- Decisive Users
- App Store Update
- Supply Side Platform
- Software Development Kit (SDK)
- Soft Launch
- SKAdNetwork
- Sessions Per Active Device
- Sales Per Paying User
- Google Play Search
- Apple Search Ads
- App Store Subtitle
- App Store Seasonality
- App Store Search
- App Store Screenshots
- App Store Screenshot View Rate
- App Store Sales
- App Store Analytics: Standard Downloads
- App Store Analytics: Source Type
- App Store Analytics: App Store Sessions
- App Size
- Rewarded Video Ads
- Return on Ad spend (ROAS)
- Replicated App Store Page
- Real-Time Bidding (RTB)
- Re-engagement
- Google Play Third-party Referral
- Google Play Ranking
- App Store Web Referral
- App Store Reviews
- App Store Review Engagement Rate
- App Store Redownloads
- App Store Ratings
- App Store Ranking
- App Store App Referral
- App Store Analytics: Region
- App Retention Rate
- Product Page Conversion Rate
- Proceeds Per Paying Users
- Preloaded Apps
- Pre/Post App Store Tests
- Post-Install Event
- Playable Mobile Ads
- Performance Marketing
- Pay Per Install
- Google Play Product Page
- Google Play Personalization
- Apple’s Product Page Optimization (PPO)
- App Store Product Page Views (Unique Devices)
- App Store Product Page Views
- App Store Product Page
- App Store Proceeds
- App Store Preview Videos
- App Store Pre-Orders
- App Store Pre-Launch
- App Store Personalization
- App Store Paying Users
- App Store Page Scroll Rate
- App Store Analytics: Purchasable Item
- App Store Analytics: Product Page
- App Store Analytics: Pre Orders
- App Store Analytics: Platform Version
- App Store Analytics: Page Type
- Monthly Active Users (MAU)
- Mobile Growth
- Mobile Game Monetization
- Mobile Game Marketing
- Mobile Game Business Model
- Mobile Delivery Platform
- Mobile Bid Adjustment
- Mobile Attribution Window
- Mobile Attribution Manipulation
- Mobile App Retention
- Mobile App Onboarding
- Mobile App Monetization
- Mobile App Advertising
- Mobile Ad Viewability
- Mobile Ad Fraud
- Mobile App Growth
- Average Revenue Per Paying User (ARPPU)
- Average Revenue Per Daily Engaged User (ARPDEU)
- Average Revenue Per Daily Active User (ARPDAU)
- Attribution
- ARPU – Average Revenue Per User
- Apple Arcade
- Apple App Store Connect
- App Store Optimization (ASO)
- App Store Analytics: App Version
- App Store Analytics: App Store Active Devices
- App Store Analytics: App Referrer
- App Store Analytics: Active In Last 30 Days
- App Store Acquisition Channels
- App Store A/B testing
- Ad Unit
- Ad Server
- Ad Revenue
- Ad Network
- Ad Mediation
- Ad Impression
- Ad Exchange
- A/B Testing Statistics
- Keyword Localization
- K-Factor
- Google Play Keywords
- App Store Keywords Research
- App Store Keywords
- App Store and Google Play Keywords Optimization
- Interstitial Ads
- Interactive Ads
- Installs Per Mille (IPM)
- In-App Events
- In-App Bidding
- In-App Advertising
- Identifier for Advertisers (IDFA)
- App Store In-App Purchases
- App Store Impressions (Unique Devices)
- App Store Impressions
- App Store Icon
- App Store Analytics: Installations
- App Install Rates
- App Influencer Marketing
- Growth Loop
- Google Play Points
- Google Play Pass
- Google Play Experiments
- Google Play Developer Console
- Google Advertising ID (GAID)
- Gametech (Game Technology)
- Game Bundles
- Google Play Short Description
- Google Play Long Description
- Deep Linking
- Daily Active Users (DAU)
- App Store Description Read Rate
- App Store App Description
- App Store Analytics: Device
- App Store Analytics: App Store Deletions
- App Store Analytics: App Download Date
- Google Play Creatives
- CTR (Click Through Rate)
- Cross Promotion
- Cost Per View (CPV)
- Cost Per Mille (CPM)
- Cost per Install
- Cost Per Engagement (CPE)
- Cost Per Completed View (CPCV)
- Cost Per Click (CPC)
- Cost Per Action (CPA)
- Churn Rate
- Casual Games
- Apple’s Custom Product Pages
- App Store Culturalization
- App Store Creatives
- App Store Conversion Rate
- App Store Categories
- App Store Analytics: Campaign
- App Store Analytics: App Store Crashes
- App Conversion Rate
- App Clip Sessions
- App Clip Installations
- App Clip Crashes
- App Clip Card Views (Unique)
- App Clip Card Views
- App Clip Active Devices
Related Terms
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Pre/Post App Store Tests
A pre/post App Store test is the practise of testing a creative asset and measuring its impact on mobile marketing and growth KPIs before placement and after.
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App Influencer Marketing
Influencer marketing is the practice of using influencers from an app’s industry or category in order to promote and bring traffic to an app/game.
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Paid App User Acquisition
Paid app user acquisition is the process of paying to advertise an app or game on UA channels in efforts to drive relevant traffic to an app store and convert new users.
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