Apr 26, 2023

Drive Conversions Through A/B Testing with Multiple Assets

Knowing the impact of your creative assets is crucially important when iterating on app marketing in the Meta Quest Store. Even minor changes to artwork and messaging can result in significant changes to key metrics like conversions and clicks, and measuring this impact can help you tailor a more effective strategy long term with each iteration. But in order to create the most ideal marketing funnel that provides you with valuable insights, you’ll want to ensure that consistency and data always go hand-in-hand and that the conditions present when gathering data are consistent over time.

That logic was at the heart of our newest update to the A/B Testing Tool. Now you can now run A/B tests on a set of assets in your app’s product detail page (PDP) to ensure consistency across assets present during each A/B test.

In other words, you can now run A/B tests on more than one asset type simultaneously—and get results showing the impact of assets as a collective instead of individual performance. For example, you can create a set of assets (trailer, description, and cover art) that focuses on cooperative play and test that against a set of assets that focus on competitive multiplayer features. This may help determine if highlighting co-op mode or competitive online play drives more or fewer conversions—and which messaging approach resonates the most with Meta Quest Store visitors. Let’s break it down below.

How A/B Testing with Asset Sets Works

Since launching last year, the A/B Testing Tool has helped numerous developers better understand the performance of individual PDP assets. Now if you want to ensure that all of the assets on your app’s PDP are consistent between your control and test, you can leverage the tool’s new functionality to upload multiple asset types and test different versions of your app’s PDP.

Please note: The tool currently does not support testing more than two variants of the same asset simultaneously (e.g., testing Trailer A vs. Trailer B vs. Trailer C at the same time is not supported). Instead, you can include more assets as part of your A/B test to measure impact across multiple assets as a whole. We’re confident that this functionality will help you achieve statistically significant results even faster and produce more consistent, impactful insights for many developers.

A/B Testing Tool: A Quick Primer

The A/B Testing Tool is a must-have marketing solution for organizations aiming to understand how their assets impact consumer behavior in the Meta Quest Store. You can easily upload test assets and view live or expired tests to access data like changes in clicks, conversions, and impressions to form insights that drive sales—all from within the Developer Dashboard⁠.

The A/B Testing Tool currently offers five asset types to choose from:

Cover Art (square & landscape)

Static image that’s displayed across platforms to market your app to users in the Meta Quest Store

Video Trailer

The video that displays at the top of your app’s PDP

The thumbnail image that previews your video trailer

Descriptions

Descriptions shown throughout the platform, including in VR and the Meta Quest Store

Screenshots

Each image should represent a unique scene highlighting the best part of the experience

Note: Reordering existing screenshots does not require review and will be automatically approved for testing

Immersive Layers

Backdrop: A large image that sits behind the panel app

Logo: A small image displayed above the panel app that features the logo of your app

Left/Right Object: A significant object or character from your app that sits to the left or right of the panel app—two object images are supported per app, and you have the option of splitting them between the left and right side

One of our main goals when building the A/B Testing Tool was to create a solution that minimizes the workload for our developer community—and that’s why we recently added a new auto-publish feature. When the auto-publish feature is selected, it will automatically publish winning test assets to your app’s PDP as soon as your A/B test reaches statistically significant results.

Volume is another key aspect to keep in mind when evaluating your data. The more people who see your test assets in the Meta Quest Store, the more trustworthy and significant your results become. The importance of a large sample size cannot be understated, which is why we strongly recommend waiting until your test reaches statistically significant results before ending it or publishing test assets to your app’s PDP.

Case Study & Resources

To learn more about how A/B testing can boost your business, check out our case study showing how the developers of FitXR⁠, Synth Riders⁠, Vacation Simulator⁠, and Spacefolk City⁠ demonstrated that conversion rates—and app revenue—can be increased or validated through changes to product detail page (PDP) assets.

For instructions and best practices, check out our documentation.

We’ll continue to expand the A/B Testing Tool’s feature set to better support our developer community, and we can’t wait to see how you use this update to gain deeper marketing insights in the Meta Quest Store.

Quest

Did you find this page helpful?

Explore more