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).

Factors driving growth of the global mobile A/B testing market:

The increasing dependency of companies on smartphone apps for business is expected to drive the global mobile A/B testing market over the forecast period. For instance, according to Coherent Market Insights analysis, in 2018, India had around 487 million internet users and by 2023, India is expected to have 603.2 Mn internet users. This is expected to offer huge online business opportunities for the companies in the coming years. Moreover, increasing penetration of smartphones and internet, among population are shifting buying trends of consumers from buying from offline to online stores.

Furthermore, to keep up with this trend, companies are changing their business strategies from retail store selling to online selling, which include sales through websites and smartphone apps. Therefore, companies are focusing on developing smartphone apps, as these apps act as a communicating media between consumers and companies. Increasing demand of smartphone app is expected to drive growth of the A/B testing market over the forecast period. Companies such as Facebook Inc., Amazon.com, Inc., and Google Inc. constantly run A/B tests in their mobile apps. A/B testing is crucial for user experience optimization and conversion rate optimization on a smartphone.

However, high initial cost of mobile A/B testing implementation is expected to hamper the growth of the global mobile A/B testing market over the forecast period. To overcome this barrier, key players in the market are providing different purchasing options according to consumer’s needs and budgets. For instance, Apptimize, a U.S.-based A/B testing company introduced three planes for A/B testing which includes, standard, silver, and gold. These planes are according to consumers’ A/B testing needs and budget.

Global Mobile A/B Testing Market: Regional Insights

On the basis of region, the global mobile A/B testing market is segmented into North America, Europe, Asia Pacific, Latin America, Middle East, and Africa. Moreover, North America held a major share in the global mobile A/B testing market in 2018, owing to presence of large number of key players in the region, such as Optimizely, Apptimize, Mixpanel, Adobe Inc., and others.

Key Players in the Global Mobile A/B Testing Market:

Key players operating in the market include Optimizely, Apptimize, Leanplum Inc., Mixpanel, Taplytics Inc., Adobe Inc., Monetate, Oracle Corporation, Vanity, Splitforce, Inc., QA Mentor, SPEC INDIA, DeviQA, Arsenaltech PVT LTD, and others.

Global Mobile A/B Testing Market: Taxonomy

On the basis of type, the global mobile A/B testing market is segmented into:

  • Single Variable Testing
  • Multivariate Testing (MVT)

On the basis of application, the global mobile A/B testing market is segmented into:

  • Applications
  • Web

On the basis of region, the global mobile A/B testing market is segmented into:

  • North America
  • Europe
  • Asia Pacific
  • Latin America
  • Middle East
  • Africa
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