A/B test is a method of focused group testing. This test allows subjective questions for people such as design, colour, layout, image selection, and others. Mobile A/B testing is the method that uses A/B testing to examine different user experiences within the smartphone apps. App users are random pool of people with different app experiences. After the A/B testing, it is possible to predict with statistical confidence that which app will perform better in the market or which apps will lead to better revenue generation. Moreover, mobile A/B testing offers several benefits for companies such as improved content engagement, increasing sales, statistics-based decision, ease of analytics, and others. On the basis of type, the global mobile A/B testing market is segmented into single variable testing and multivariate testing (MVT).
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