Product page optimization (App Store)

• A test has up to three treatments.
• It runs for 90 days or until you stop it manually. A stopped test cannot be restarted.
• The test reference name can be up to 64 characters.
• It applies to iOS and iPadOS apps on iOS or iPadOS 15 or later, requires Ready for Distribution status, and is not available for custom product pages, Apple Watch or iMessage product pages.
• Results appear in App Analytics after five first-time downloads are associated with the test.
• Alternate icons used in a treatment must be part of the app binary for the current App Store version.

The last rule catches many teams: to test a new icon you need to ship the alternate icon in a build first.

Only the visual elements above. Text fields such as the app name and subtitle are not part of a treatment.

A hypothetical habit tracker could test a screenshot set that leads with the streak counter against one that leads with widgets. After the test, the variant with the higher conversion rate can become the default.

Read results in App Store Connect, which Apple states provides App Analytics for engagement and campaigns. Before you test, review your description and metadata limits in the limits reference.

For the general method, see A/B testing. Icon rules are in app icon.

Results are read in App Analytics.

Download counts are explained under first-time downloads.