How to run a store listing experiment
Follow these steps in order. Each one is something we do on client work.
- Open Store listing experiments. Grow users › Store presence.
- Name the experiment. 50 characters or fewer; users don't see it.
- Pick type. Default graphics or localized text.
- Choose variants. Up to two against the current listing.
- Set audience percentage. Share of visitors who see variants.
- Apply the winner. Then log the result.
Google Play Store listing experiments: key rules and context
What you can test. Icon, feature graphic, screenshots, video, short description and full description, for default or localized listings (Play Console Help).
Setup. Play Console > Grow > Store listing experiments > Create. Choose listing, up to 3 variants, audience percentage, and metric. Start.
Reading results. Retained first-time installers (1-day) is better than raw installs. Apply the winner when the confidence interval is clear.
Compare with iOS. Apple's PPO can't test text; Play can, making Play a good place to test descriptions.
Worked example (hypothetical)
This example is illustrative. The app is made up, and so are any numbers in it.
Imagine LingoLoop tests a short description: current "Learn languages fast" versus "Learn Spanish in 5 minutes a day". We'd run it in the main language and apply the winner if Play reports a clear result.
Common mistakes
- Testing too many things. Unclear.
- Tiny audience. Slow.
- Stopping early. Noise.
- Not logging. Repeat tests.
For more on this topic, our ASO guides hub collects the rest of this series.
Native testing tools compared
Use the store's own test tool before any third-party guesswork.
| Apple product page optimization | Google Play store listing experiments | |
|---|---|---|
| What you can test | Icon, screenshots, previews | Graphics and text (icon, screenshots, descriptions) |
| Variants | Up to 3 treatments vs original | Up to 2 variants vs current listing |
| Localization | Treatments can be localized | Run per language (localized experiments) |
| How winners are judged | Estimated conversion lift with confidence | Performance vs current listing over the test |
Google Play listing fields and their limits
Play Console enforces these limits for every language, full-width or half-width characters alike.
| Field | Limit | Policy notes |
|---|---|---|
| App name | 30 characters | No emojis, ALL CAPS (unless brand) or store-ranking claims |
| Short description | 80 characters | First text users see on the detail page |
| Full description | 4,000 characters | Repetitive or irrelevant keywords can lead to suspension |
| App icon | 512 × 512 px, 32-bit PNG, max 1,024 KB | No badges or text implying ranking |
| Feature graphic | 1,024 × 500 px, JPEG or 24-bit PNG | No alpha |
How we measure the result
For Google Play store listing experiments, success is measured on conversion, not looks. App Analytics reports product page views and conversion rate, and product page optimization tests show estimated lift per treatment. A polished set that doesn't lift conversion is still worth replacing.
Checklist
Copy this list into your release notes or ticket and tick each item off before you ship.
- Hypothesis
- Name ≤ 50
- Type chosen
- ≤ 2 variants
- Audience %
- Logged
Sources
- Google Play Console Help: Run store listing experiments (accessed 26 October 2026)
- Apple App Store Connect Help: Overview of product page optimization (accessed 26 October 2026)
- Play Console Help: Create and set up your app (accessed 26 October 2026)
- Play Console Help: Add preview assets to showcase your app (accessed 26 October 2026)
- Play Console Help: Metadata policy (accessed 26 October 2026)
Questions
Do experiments need review?
Variants go through normal listing checks.
How many variants?
Up to 3 plus current.
Can I test the title?
Not currently.
How long should it run?
At least a week, until confident.
Can you set it up?
We include setup notes.
How many variants can a Google Play listing experiment have?
Up to two variants tested against your current store listing.