Learn Firebase A/B Testing In Mobile Apps – Benefits and Use Cases

Welcome to the fourth and final part of the Firebase A/B testing series. We have come a long way from talking about Ways to Implement A/B tests to How to Configure and Firebase in Notifications and In-App Messaging. The only remaining crucial element that we are about to cover in this quadrilogy is the Benefits of Firebase A/B Testing and use cases.

Why not dwell into the benefits of Firebase and understand its importance.

Benefits of Firebase A/B Testing in App 

It is important to understand that the Firebase A/B testing can bring successful outcomes based on your end goals. Thus, there are a bunch of benefits to using Firebase. It is quite easy to configure all settings whether it is development, A/B testing, or analytics. Also, it allows a user to test on the device before going live. It leverages to verify all sorts of changes which are configured.

Firebase offers the below features to implement A/B test:

Audiences: Use audience definitions to provide better user experience, behavior and appearance of your app without distributing multiple versions of your app.

Predictions: Target users who have, in a definite manner performed certain actions. Include these users as a part of predictive audiences from Google Analytics for Firebase users. Utilize a predicative set of audiences in the experiment.

Implementation: A user can define parameters in Firebase. Based upon those parameters and its values, you can make changes in the app accordingly. Follow the steps and configuration to publish.

No worry about storage: Having limited storage accessibility in Mobile apps? Firebase allows storing parameters values over cloud servers. Values are cloud hosted.

Analysis and Reporting: What matters most when the A/B test is configured and live? It is Reporting and Analysis. Why so? Because it provides analysis regarding primary goal vs secondary goal metrics and data regarding how A/B test is performing.

Apart from the above benefits, Firebase A/B testing also offers benefits for Remote Config and Notification A/B Test. Let’s check out the benefits of the two:

Benefits of Remote Config A/B test:

  • Realtime change: Take advantage of the parameters feature that can be fetched or modified over a real time basis. This is possible  in app as well as in Firebase console directly via remote server.
  • Activation event: An event ensures and activates the experiment for the user. Users will only be a part of an experiment once the event is triggered.
  • Conditions: Use conditions to provide different parameter values when a condition is met. Conditions can be applied to ensure right users fall into the A/B test variants, segmentation, and so on. This can also be applied based upon Audiences, Predictions, User Properties, Country/Region, User in random percentile and many more.
  • Personalization: Make your mobile app fully personalized using a remote config. It is easy to change configurations at any time.

Benefits of Notification A/B test:

  • Parameter Cache: All configurations majorly handled by Firebase cloud messaging service (FCM) have no parameter caching inside the app.
  • Multiple Notifications: Using notifications, we can send multiple notifications easily on the one go to the targeted audience.
  • Personalize Notifications: It facilitates sending notifications as per your schedule. When you have sale announcements in upcoming days, notifications provide an opportunity to users to experience personalized notifications.
  • Customization: Customized notifications can be sent to the targeted audience.
  • Target Users: Targeting can be achieved by first open, last app open (timing based) and much more..

Hypothesis: Firebase A/B Testing

We are here to help you with the use cases for mobile applications that will lead to accomplish your goals and generate high user retention. These use cases will set an accuracy level as to how Firebase A/B testing works in different scenarios. 

Use case 1

Business category: Lead gen / Business contains the Signup functionality in place.

Scenario: Try to change the design of the sign up and login button with different variants and observe the results.

Goal: Increase in new Sign up / form fill

Use case 2

Business category: Ecommerce / Retail / Booking

Scenario: Changing the position of the CTA button of Add To Cart, to leverage users to click it with ease.

Goal: Increase Detail to Cart ration with Add To Cart events, and we can retarget them by showing advertisements.

Outcome: Multivariate A/B test could be run by changing the positions, Major chances for winning the Versions 1 / 2 / 2.5.

Firebase A/B Testing - Sticky Button

Firebase A/B Testing – Sticky Button

Use case 3

Scenario: Sales would dramatically be affected by a minimum change via deciding the position and place of the promotions. Therefore, how would we make the changes that drive a user’s attention towards promotions?

  1. Here, taking the example of Starbucks that places the promotion at the beginning of the user journey. This leads to creation of urgency for the user at the nearest coffee stop.
  2. Second example is considering the e-commerce app showing the sticky bar on the screens, to bring user attention to discount promo codes. This leads to more AddToCards and purchases.

Goal: Increase in CVR through use of Promo offers.

Expected Outcome: Here comparison is between showing promotions as a variant (containing 50% off offers or any offer campaign) VS not showing promotions on product or home screen. The result is that the variant containing information via showing promotions drives more purchase ration. Thus, Variant A is the winner with 50% more revenue generated by a particular product.

Recommended Parameters to be used: Fire an activation event that measures if the user is actually falling into any variant.

Example of Starbucks promotions

Example of Starbucks promotions

 

 

Example of Ecommerce application for promo code

Example of Ecommerce application for promo code

 

Use case 4

Scenario: For content generation applications we can provide a section where it will leverage app users to view today’s top news/articles having 2-3 lines of description below the image.

Goal: Increase in CTR from landing/home screen of the app

Expected Outcome: Articles/News will be shown in grid view or in a slider.

Use case 5

Scenario: A leadgen app notifies the users for the upcoming webinars, concerts or social events to book the tickets in one go. Also, send the response text with the notification. This will lead towards high numbers of subscriptions and bookings. Further, users will show interest to click the notification for more details!.

Goal: Increase in CVR through use of notifications & user engagement events.

Expected Outcome: This allows showing and notifying the users for events and actions as a new experience to the user. Eventually, this variant will win by 30% increase in user engagement and subscription and if purchased as a goal.

Recommended Parameters to be used: Fire an activation event that measures the user and falls into a variant ‘set up purchase event’ goal.

Example of Conversion through Notifications

Example of Conversion through Notifications

Use case 6

Business Category: Banking / Insurance / Lead Gen

Scenario: For Lead-gens or insurance firms it is quite easy to explain features regarding policies/insurance buyers. This makes it uncomplicated to operate various features available on the app. Further, leading to identifying user behavior and actions based on UI changes.

Goal: Increase in product insurance detail screen view and user engagement metrics, and eventually could be an insurance purchase.

Expected Outcome: The variant will carry new UI showing the quick steps towards insurance policy purchase. Eventually, it would lead to 50% increase in purchase with easy landing steps.

Recommended Parameters to be used: Fire an activation event that measures user interest towards purchasing the insurance.

Firebase A/B Testing: Example of Detailed Screen View and User Engagement

Detailed Screen View & User Engagement

To end with…

Firebase has proved to be a great tool in enhancing mobile app performances through its A/B testing feature. Moreover, with the enormous benefits and use cases that we just saw, A/B testing in mobile apps is now an easy task! Why don’t you give it a try!

With this part, we conclude our Firebase A/B Testing 4-part series. Our quadrilogy has been completed on a great note and we received a humongous response from you all!

So, how has your experience been so far? Share your feedback with us below!

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    Prakash Katariya

    Prakash Katariya

    Prakash Katariya is a GAIQ Certified expert who works at Tatvic Analytics as the Data Collection Lead. he is responsible for helping clients to improve their business performance by building their analytics capabilities. He manages engagements with key clients & driving end to end analytics practices. He is very excited about his profession and is always eager to learn new technologies. He loves exploring new places.
    Prakash Katariya

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