5 A/B Testing Ideas That Actually Improve ASO — Not Just Sound Smart

Most app teams either run one A/B test and give up… or keep testing without a real strategy.

But A/B testing visuals — your app icon, screenshots, even Custom Product Pages (CPPs) — is one of the most underused growth levers in ASO.

Here are 5 test ideas I’ve used across different apps to drive real, measurable gains — not just vanity experiments.

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1. New App? Start With the Basics

If your app hasn’t tested anything yet, no need to overthink it.

Start by fixing what looks wrong:
• Headers with tiny or hard-to-read text? Simplify.
• Screenshots that break App Store guidelines? Clean them up.
• Bad contrast or clutter? Use whitespace and color balance.

Small polish can lead to big wins — especially on low-performing creatives.

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2. Refine Test Variants — Don’t Discard Them

Sometimes you’ll see a new version get +20% uplift… then lose in a proper 50/50 split.

Before throwing it away, try these tweaks:
• Keep the layout, change the color scheme
• Switch fonts, increase spacing
• Adjust positioning or icon framing

👉 Example: A puzzle app’s “10 lightbulbs” icon underperformed — but after tweaking the background and borders, it ended up outperforming their old icon by 18%.

Don’t reinvent every time. Iterate.

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3. Spy on Competitors — The Smart Way

Look at what other apps in your category are testing — especially top charts or apps spending on Apple Search Ads.

Borrow what works, but:
• Adapt it to your tone and brand
• Don’t copy pixel for pixel

Good ASO creative blends in with the category and stands out with originality.

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4. Use Curated Design Inspiration (Not Just Store Scrolling)

Stop aimlessly browsing the App Store.

Instead, use curated galleries like scrnshts.club — they showcase top-performing screenshots in real apps.

You’ll get stronger references, better angles, and less generic output from your design team.

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5. Watch Visual Trends Before They Peak

Some design styles start in UI/UX communities… then spill into ASO.
• Apple began using 3D-style visuals → apps followed → early adopters got a nice lift in tap-through rates.
• Same with dark mode screenshots, transparent devices, bold gradients, etc.

Trends aren’t always gimmicks. Sometimes, they just help your creatives look modern.

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TL;DR: A/B Testing Is a Process, Not a One-Off

The best results I’ve seen came from teams that:
• Start simple and launch early tests
• Don’t panic when a test fails — they iterate
• Blend design instincts with real data
• Pull ideas from beyond their own app bubble

If you’re running tests (or planning to), I’m happy to chat — or help audit your current creatives.