A/B test

Finding your app's winning formula: How to create A/B testing strategies for in-app purchases and subscriptions

Are you looking to boost your in-app purchases and subscription revenue? One effective way to optimize your offerings is through A/B testing. With Adapty you can easily create and manage A/B tests for different pricing strategies, subscription lengths, trial durations, and more. In this guide, we'll walk you through the steps of creating A/B tests in your Adapty dashboard and analyzing the results to make data-driven decisions about your in-app purchases and subscriptions. Whether you're new to A/B testing or looking to improve your existing strategies, this guide will provide you with the tools and insights you need to maximize your app's revenue potential.



Be sure you send paywall views to Adapty using the .logShowPaywall(). Without this method, Adapty wouldn't be able to calculate views for the paywalls within the test, which will result in the irrelevant conversion stats

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How to create an A/B test

When it comes to creating A/B tests in Adapty, you have several options to choose from. Depending on your goals and needs, you can create a new A/B test directly from the A/B test section, from a specific placement page, from a paywall page, or from a paywall group page. Here's a step-by-step guide on how to create an A/B test using each of these options.

Creating A/B test from A/B test section

This way of creating A/B tests would require some adjustments on the SDK side. Before stepping to the further steps, check out our doc on displaying products

To create a new A/B test from the A/B test section in your Adapty dashboard, first, navigate to the A/B test list page. Then, click on the Create A/B test button located at the top right side of the page.

Next, you'll be prompted to choose whether you want to select an existing paywall group or create a new A/B test from scratch. If you choose to create a new A/B test, you'll need to add your desired paywalls in the creation modal.

Create a new A/B test from the A/B test list

Create a new A/B test from the A/B test list

If you choose to select an existing group, the paywalls in that group will be automatically added to your test. You won't be able to add new paywalls to the test at this point.

Create a new A/B test with the Paywall group

Create a new A/B test with the Paywall group

However, if you want to include additional paywalls in the test, you can choose the Create an A/B test with a new paywall group option. This will allow you to select your own combination of paywalls and add as many as you like. Simply click the Add Paywall button to include new paywalls in your test.

Create a new A/B test with Paywalls

Create a new A/B test with paywalls

Once you've chosen the paywalls you want to test, you'll need to provide some additional information. First, you'll need to give your A/B test a name. This is a required field and should be something that helps you easily identify the test in the future. Choose a name that is descriptive and meaningful, so you can quickly recognize the test when reviewing its results later on.

Next, you'll need to specify the goal of your A/B test. Clearly defining the goal will help you stay focused on what you're trying to achieve with the test. The goal could be related to increasing subscription sign-ups, improving user engagement, or reducing bounce rates, among other objectives. By setting a specific goal, you can align your efforts and measure the success of the A/B test accurately.

Additionally, you have two options in this modal. You can choose to save the newly created paywall as a draft, which means you won't need to select the audience and placement for the A/B test to be displayed as live. You can run the test later from the placement or A/B test list. This option is suitable if you're not yet ready to make the test live and want to review and modify it further before implementation.

Alternatively, you can choose to run the A/B test immediately by clicking the To running button. This will prompt you to select the placement and audience for which the A/B test should be displayed as live. Once you click the "Run" button, the A/B test will become active and live. To learn more about running A/B tests and the process involved, you can refer to the documentation on running A/B tests. You'll be able to monitor and track the test's performance using various metrics. For more information on these metrics, please refer to the metrics documentation.

By providing an A/B test name and specifying the goal, you'll be able to effectively track and measure the success of your A/B test, whether you choose to save it as a draft for future implementation or run it immediately.

Creating A/B test from the placement

Another way to create an A/B test is to do it from the Placement detail page. To get started, navigate to the detail page of the corresponding placement. Here, for each selected audience you have two options: you can choose to show any paywall to the users in that audience by selecting a paywall, or you can choose to run an A/B test by selecting the corresponding option.

If you're not familiar with Placements, you can learn more about them in our documentation.

For creating a new A/B test you should click on the Create A/B test button for the corresponding audience. The rest of the process is similar to creating an A/B test from the A/B test section.

You'll be prompted to choose whether you want to select an existing paywall group or create a new A/B test from scratch. If you choose to create a new A/B test, you can add your desired paywalls in the creation modal by clicking the "Add Paywall" button.

Once you've added your paywalls, you can assign weights to each option to control how often they appear during the test. You can also set a test goal to track your progress and determine which paywall performs best with your audience.

Create an A/B test from the Placement detail page

Create an A/B test from the Placement detail page

Once you've created your A/B test and saved the placement, it will be available in the corresponding placement of your app and displayed for the selected audience.

This means that users in the selected audience will see the paywalls included in the A/B test as they interact with your app. The weights assigned to each paywall option will determine how often each paywall appears during the test, allowing you to collect data on which paywalls perform best with your audience.

You can monitor the progress of your A/B test in the dashboard and make adjustments as needed to improve your results. One way to do this is by checking the metrics of the placement. You can learn more about placement metrics in this doc [insert link].

By setting up an A/B test from the Placement detail page, you'll be able to more easily test different paywalls with specific audiences and get valuable insights into what works best for your business.

A/B test creation

When creating a new A/B test, you must have at least two paywalls in it. You can learn more about Adaprt paywalls on this page. Each paywall in the test will have a weight, which represents the relative amount of views it will receive during the test. The sum of all weights must be 100%.

A/B test details

A/B test details

For example, if the first paywall has a weight of 50% and the second paywall has a weight of 50%, the first paywall will receive 5 views out of 10, and the second paywall will receive 5 views. To assign weights to each paywall, simply enter the desired percentage value in the weight field for each paywall. The system will automatically calculate the weights for the remaining paywalls to ensure that the sum of all weights is 100%.

To add a paywall to your A/B test, simply click the Add paywall button and select the corresponding paywall from the paywall dropdown list. It will automatically be assigned to the test, and you can adjust its weight as needed. In our example, we have two paywalls: "Week + Year" and "Month + 6 Months + Lifetime." These are custom names that we've chosen for our paywalls, and the first paywall has two products while the second has three. After adding the first paywall to the A/B test the name of the paywall group will be autogenerated from the name of the paywall.

By setting up your A/B test options and assigning weights to each paywall, you will be able to more effectively test the effectiveness of different paywalls and make data-driven decisions for your business.