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A/B testing (split test)
The process of showing different app items to different user groups. It can be either old vs new, or two new versions of items. All app metadata can be tested in this way: icon, screenshots, title, video, descriptions.
Google Play has a built-in tool for testing, called Google Experiments. The App Store doesn't have such a tool, so you need to use third-party ones, such as Store Maven or Split Metrics. They allow you to imitate the app’s appearance in both the Apple and Google Stores.