Store Listing Experiments

Store Listing Experiments are Google Play’s built-in A/B testing feature, accessed through the Play Console. They let you run controlled tests of your icon, screenshots, feature graphic, video, and descriptions, splitting live traffic and reporting which variant lifts installs with statistical confidence.

You can run a global experiment or localized ones, and test a default listing against multiple variants at once. Because results come from real Play Store visitors and Google’s own install data, they’re reliable inputs for conversion decisions.

They are the Google Play counterpart to Apple’s Product Page Optimization, and the recommended way to validate any creative change before rolling it out.