How to do user acquisition for A/B testing your app store page by Galina Divakova

galina divakovaGalina Divakova is the CMO at Clickky, a full stack marketing platform for mobile publishers and advertisers. She is an experienced mobile marketing manager with a great passion for all the things tech. Galina is always in a search for new trends and solutions that might bring new opportunities in the rapidly evolving mobile industry.

An App Store page optimized the right way can increase the number of installs of your app and drive quality users. But how do you present information in an engaging way and find the perfect combination of visuals and copy that would induce the users to click “download”?

Run an A/B test, driving traffic to the page that emulates the app store experience. That will let you find out which combination of visuals and text results in more clicks on the download button.

Chose the strategy and set the budget

Before starting the user acquisition campaign, decide on the amount of budget you are ready to allocate and the timing you are going to set for obtaining first results.

Estimate the cost of producing the creatives, running ad campaigns and gathering analytical data. And finally, assess the cost of acquiring a user and the amount of revenue you are going to get in return — this will help to optimize your campaigns accordingly and be more effective in achieving your goals.

Run advertising campaigns

Paid advertising remains by far the most efficient channel for user acquisition. With the scope of competition on the market, it is almost impossible to get the same results with organic reach.

Choose an advertising platform for running the campaign: you might want to pick the self-serve with a programmatic approach, if you have expertise in audience targeting and campaign customization and prefer a less costly solution. However, if sufficient funding is available, go for the managed solution. In this case, an experienced acquisition manager will help you run and course-correct your advertising campaigns.

It is advisable not to stick to just one advertising network or platform. Don’t miss the opportunities of accessing more publishers and ad formats and therefore, reaching more users. Pick several advertising platforms that would complement each other.

For the success of your campaign, make sure that you’re spending on the best ad formats. Mobile video ads are increasingly popular among millennials, and according to research perform better in terms of retention at rates of 34% compared to non-video ads. The formats that also perform well in terms of CTR are dialog ads, expandables, and rich media.

When choosing the payment model for your test user acquisition campaign, consider that your app will not be available for download directly from the experiment page. You will have to redirect the users to the app store. It means that CPI (cost per install) model might not be convenient at the A/B testing stage — the conversion of traffic would be lower than through a direct link to App Store or Google Play. Surely, there will be some companies ready to serve you traffic by CPI, but if not – consider going for CPC (cost per click) model instead, where you pay for every click a user makes on an ad. Then, when the A/B test is done, you can choose CPI payment model for your campaign, and pay only for the actual number of installs of your application.

Finally, don’t forget to segment the users and analyze their monetization and retention, for determining what messages and sources generate most profitable users. Find out the ad type, device, the type of traffic (incentive or non-incentive) and geography for best performing campaign.


User acquisition done right will drive quality users with relevant interests to your A/B testing page. And that will let you know with a considerable degree of probability, which variation of the lay-out will bring more conversions once your app is released. Don’t forget to optimize your campaigns on the go for achieving great results.