Test what matters
The first screenshot and icon usually carry the earliest conversion decision. Test those prominent surfaces before refining the rest of the sequence.
Design the arc
Build a concise narrative across capability, proof, features, social proof and a clear action. Break the pattern only when your app's story genuinely demands it.
Statistical significance
Define the confidence threshold, minimum sample and run length before launch. Extend an underpowered test rather than declaring a winner early.
Test cadence
Run non-overlapping tests on a sustainable cadence. Winners ship on the next release cycle. Losers get archived with the learning.
Common mistakes
Testing on low-volume markets. Overlapping tests. Reading results too early. Ignoring device-class differences.