Optimizing App Store Live Events with A/B Testing

Ever since both Google and Apple have released their liveops features Promotional Content and In-app Events, they have been widely used to engage users, fight churn and create FOMO. The time-sensitive events are great to create the sense of urgency to participate. Additionally, it is a way to promote special offers and even to get featured for extra exposure. It also shows that the app or game is constantly evolving and staying up to date. The best way to optimize your next liveops event is by A/B testing to see the impact it makes. Here’s how you can do it.

Google Promotional Content

Google Promotional Content is a feature on the Play Store for eligible developers. Submitting an event on PC means that you can also request for featuring to get more visibility. According to Google, the following elements can be showcased with Promotional Content:

Offers
In-app content discounts, value-add bonuses, or rewards.

Time-limited events
Events where people compete for rewards, rankings, or to achieve a specific goal.

Real-time
Live streaming content such as a sports match or concert.

Special
Any other type of time-limited event.

Major updates
A significant update with new capabilities, such as “Now with multiplayer mode” or “New video editing tools available”.

Content
Newly created or newly available content, such as on-demand shows, movies, performances, music, game levels, or characters.

Pre-registration update
Informs pre-registered users of new content, instant app demos, milestone progress, or global release announcements.

Google Play Store

The event card is displayed on the product page listing, as well as potentially on other Google Play surfaces, like the homepage, search, etc.

App Store In-app Events

On the App Store, In-App Events are available for all developers enrolled in the Apple Developer Program. The following is a list of badges to specify the type of in-app event:

Challenge
Activities encouraging the user to achieve a goal before the event ends — for example, a fitness challenge in a workout app or beating a certain number of levels in a game.

Competition
Activities in which users compete against one another for the highest ranking or to win rewards — for example, a tournament where players battle to win the most matches.

Live Event
Activities that occur in real-time that all users can experience simultaneously — for example, a sports match or livestreamed concert. These events should provide users with new content, features, or goods.

Major Update
Introducing significant new features, content, or experiences – for example, the launch of new game modes or levels. These events go beyond minor enhancements like UI adjustments or bug fixes.

New Season
Introducing new content, storylines, or media libraries to build on established content. For example, a significant sporting event, a battle pass or themed content in a game, or a special episode of a television show. These events should focus on unique content rather than promoting awareness about the entirety of the season.

Premiere
Introducing new content or media for the first time — for example, a movie debut or newly released audio. These events should focus on the introduction of this unique content, rather than promoting general awareness about your app’s content or service.

Special Event
Limited-time events that are not captured by another event badge, possibly spanning multiple activities or experiences — for example, an event featuring a collaboration. These events should provide users with new content, features, or goods.

App Store

The placements are similar to the placements on Google Play. The card appears on the product page as well as in other locations on the store. A notable detail is that the placement of the card on the product page depends on whether or not the user has previously installed the app/game. For returning users it is diplayed first to attract re-engagement.

A/B testing Live Events

Geeklab recently introduced the live event card into testing capabilities. The “LiveOps” tab on Geeklab can be used on both Play Store and App Store tests. This allows for optimizing your next LiveOps to measure the impact on downloads. For iOS tests you can choose the placement of the card on the product page by selecting whether or not the user is a returning user or not on the “Metadata” tab.

So, what are the benefits of testing? The main advantage is to learn more about users. You can tap into their interests by testing different approaches to your live events. Testing outside the app store environment also doesn’t affect organic traffic to the store page allowing for a more targeted approach. Adding live event testing into your test plan can also increase the chances of improving engagement with optimized events for your audience preferences.

Want to start preparing for your next event and get insights? Let’s talk!