What is Test Traffic
App stores test traffic is a sample group of users being sent to a replicated app store test which is a statistically representative sample of the traffic an app will target outside the test. Normally a mobile ad is used, for example on Facebook, to drive that traffic to the page.
Identifying the target audience is an important step in the planning process. Once a target audience for the test is identified, you need to strategize about how to target this audience through an ad and pull the sample into the test.
Why Test Traffic is Important
The test traffic must represent the audience an app developer/marketer is looking to optimize, there’s limited value in optimizing for the wider user. It’s imperative to focus efforts on bringing an audience that are important to you. Depending on the company’s stage and goals it could be users that monetize well and have a good retention/monetization profile. It could also be going after a specific audience segment that the company is trying to get (for example, a finance app might set a goal of attracting younger audiences after making changes to the product and building features for that audience). Trying to optimize for the “average” user rarely results in increases in the KPIs that matter. What’s the value of increasing conversion rate for the sake of it if the audience you’re able to convert isn’t converting to high-quality users?
Test Traffic and ASO
App stores test traffic is vital to ASO as strategizing to bring the ‘right’ traffic to a replicated app store page is one of the key skills needed in order to run a successful test. Only by testing the right, high-quality traffic that’s suitable to a particular app or game will ASO teams be able to gather valuable data and when the time comes, optimize for that audience in the live app stores. Conversion rates (CVR) really can depend on the type of app store test traffic that’s used.