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Ep 167: Why you should be A/B testing your app store pages

Jesse Lempiäinen’s agency helps apps test their marketing strategies for the App Store, the Google Play store, and their Steam pages – before their product even launches. In this episode, you’ll learn about the advantages of A/B testing your app store pages and you'll find out what metrics you should be measuring during these campaigns.

Jesse got his start in mobile marketing at Rovio working on Angry Bird before co-founding Geeklab where he is the CEO today. He is currently based in Finland.

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Questions Jesse Answered in this Episode:

  • What have you developed at Geeklab?
  • Do apps need to have different strategies for different app stores?
  • What have you learned since starting the company?
  • What are app developers A/B testing in the app store with your platform?
  • Are there specific creatives that you leverage more than others?
  • How are you leveraging AI at Geeklab?
  • What quantitative metrics are you looking at when A/B testing?
  • Have you found that apps need to scrap their advertising strategies when they see high download volumes but Day 1 retention isn’t there?
  • How have privacy changes affected the testing that you do?


  • 1:40 How Jesse co-founded Geeklab
  • 3:52 What does Geeklab do?
  • 6:45 App store optimization for Apple vs. Google Play
  • 7:47 Early startup learnings
  • 10:28 What A/B testing app store pages looks like
  • 14:07 Creatives: efficiency vs. performance
  • 15:32 Leveraging AI at Geeklab
  • 19:07 Key metrics to app store page testing
  • 27:27 What we learned from ATT and IDFA
  • 30:26 Surveys vs. user behavior


(4:04-4:32) “The reason why we need a tool like ours is that there are certain limitations that come with the native testing opportunities that Apple or Google provide. Like I mentioned, coming up with a new game idea or new app idea, and wanting to figure out what to call the app itself would be something that you couldn’t test with the actual app store pages because they don’t support any testing unless you've already developed the app and have it up and running.”