AppMetrica, an all-in-one application analysis platform in the Yandex Ads service portfolio, now allows A/B testing of product and marketing ideas and applying changes directly to the interface. With this new feature, the platform helps app developers, product managers and marketers make the most effective decisions based on insights gained during testing. A/B testing feature will be available in all versions from Free to Pro.
The management of application portfolios is of vital importance for digital world experts and decision makers, and often the steps taken before reaching healthy parameters can have negative consequences. For apps with a lot of traffic and an active user base, making major changes to the product can be risky. Users may not understand or dislike the changes; they may even leave the app quickly or not make a purchase. All this will inevitably affect the revenue of the product.
AppMetrica, which is in the Yandex Ads service portfolio, helps various teams working on the application to make tests and make informed decisions in a controlled installation, thanks to its new functionality. For example, when you want to launch a feature, decide to make another change, or understand how applying a hypothesis affects product metrics such as ARPU, Conversion rate, Retention, Time Spent, and more.
Set test parameters with the new Flag Config
Before performing such tests, product managers need to determine the conditions and parameters to look for. With the help of the new Flag Config feature, teams can specify specific test parameters or features. For example, you can create a flag for a new ad banner, a section in the interface, or a new ad placement method. With the help of these flags, parameters that will be immediately available for a specified application user group can be defined and it can be understood how these parameters affect others.
In addition, flags can offer a special offer for children only by displaying child products to users who indicate parental status in the application profile; during a holiday season, this could be advertising banners for marketing campaigns. These flags can even be a payment button placed in a different area of the app screen, so you can see the effect of the flag's position.
With AppMetrica A/B tests, you can now analyze cause-effect relationships between various pieces of data found in the application. This process can perform both simple and versatile tests with various flags and in different conditions.
If a test is considered successful, changes can be immediately integrated into all app users or a selected user segment from the AppMetrica interface.
AppMetrica offers quick access to the digital universe with its free features
AppMetrica customers can start using A/B testing and Flag Config features for free. The free plan offers two simultaneous A/B tests with two flags set. Both advanced features can be included in the Pro account or activated separately for an additional fee with up to 100 simultaneous tests and up to 2,000 configured flags.
A/B testing is supported by Varioqub technology, a separate SDK integrated into the AppMetrica platform. To learn more about AppMetrica and its new features, you can visit its official website.
