AppFrames’ powerful variants system lets you create A/B tests for your App Store screenshots. Test different messaging, layouts, and designs to optimize your App Store conversion rates.

Understanding Variants

What are Variants?

Variants are different versions of your screenshots that you can test against each other. Each variant can have:

  • Different text content (headlines, descriptions)
  • Different image positioning (8-position alignment system)
  • Different background colors
  • Different overlay elements
  • Different text styling (fonts, colors, sizes)

Base vs Variant Properties

  • Base properties: The default values for all screenshots
  • Variant overrides: Specific changes for that variant only
  • Inheritance: Variants inherit base properties and only override what’s different

[Image placeholder: Diagram showing base properties flowing down to variants with specific overrides]

Creating Your First A/B Test

Step 1: Set Up Your Base Screenshot

  1. Create your screenshots with your primary design
  2. Add your main text content and positioning
  3. This becomes your control or “A” version

Step 2: Create a New Variant

  1. Open the Canvas Controls in your project
  2. Find the Variant Picker (usually shows “Base”)
  3. Click the + button to create a new variant
  4. Give it a descriptive name like “Headline Test B”

[Image placeholder: Screenshot showing the variant picker with “Base” and a + button]

Step 3: Configure Your Variant

  1. Select your new variant from the variant picker
  2. Make changes to test - these automatically become overrides:
    • Edit text content in the Inspector
    • Change image alignment positions
    • Modify background colors
    • Adjust overlay elements

Step 4: Preview Both Versions

  • Switch between variants using the variant picker
  • Compare side by side by taking screenshots of each
  • Test on actual devices if possible

Common A/B Testing Scenarios

Testing Headlines and Messaging

Example Test: Feature-focused vs Benefit-focused headlines

Variant A (Base): “Advanced Photo Editing Tools” Variant B: “Create Stunning Photos in Seconds”

[Image placeholder: Two screenshots showing the same app with different headlines]

Testing Image Positioning

Example Test: App screenshot placement

Variant A: Image at top, text at bottom Variant B: Image at bottom, text at top

Testing Background Colors

Example Test: Background color psychology

Variant A: Clean white background
Variant B: Subtle gradient background Variant C: Brand color background

Testing Text Styling

Example Test: Font weight and emphasis

Variant A: Regular weight, neutral tone Variant B: Bold weight, action-oriented language

Managing Multiple Variants

Variant Organization

  • Use descriptive names: “CTA_Test_A”, “Pricing_Emphasis”, “Feature_Focus”
  • Limit variants per test: Usually 2-3 variants maximum
  • Document your hypotheses: Note what you’re testing and why

Viewing Variant Differences

AppFrames helps you see what’s different:

  1. Switch between variants to see changes in real-time
  2. Property inheritance - only changed properties show as overrides
  3. Visual indicators show which properties are overridden

[Image placeholder: Inspector showing properties with some marked as “overridden”]

Advanced Variant Features

Per-Device Variants

You can create different variants for different devices:

  • iPhone variants: Test mobile-specific messaging
  • iPad variants: Test tablet-optimized layouts
  • Mac variants: Test desktop application focus

Overlay Element Variants

Test different supplementary elements:

  • Badges and callouts: “New Feature”, “50% Off”, “Award Winner”
  • UI highlights: Point to specific app features
  • Social proof: Reviews, ratings, user counts

Text Content Variations

Beyond just headlines:

  • Body text length: Short vs detailed descriptions
  • Call-to-action phrases: “Download Now” vs “Try Free Today”
  • Feature emphasis: Which benefits to highlight first

Best Practices for App Store A/B Testing

Testing Hypotheses

Always test with clear hypotheses:

  • “We believe that emphasizing speed will increase downloads”
  • “We think that showing the app in use will convert better than features”
  • “We hypothesis that warmer colors will appeal more to our audience”

What to Test

High-impact elements to A/B test:

  • Headlines (biggest impact on conversion)
  • Hero image positioning (visual hierarchy)
  • Background colors (brand perception)
  • Call-to-action language (urgency and action)

Don’t test everything at once:

  • Change one element per test
  • Keep other variables constant
  • Test sequentially, not simultaneously

Statistical Significance

  • Run tests long enough to get meaningful data
  • Consider seasonal effects (holidays, back-to-school, etc.)
  • Test across user segments if possible
  • Document results for future reference

Exporting A/B Test Variants

Export All Variants

  1. Go to File → Export All Screenshots
  2. Choose Include Variants option
  3. Each variant exports to a separate folder: 
    MyApp_Screenshots/
├── Base/
│   ├── iPhone6.9_en_01.png
│   └── iPad13_en_01.png
└── Headline_Test_B/
    ├── iPhone6.9_en_01.png
    └── iPad13_en_01.png

App Store Connect Testing

  1. Upload variant A to App Store Connect initially
  2. Monitor performance for 2-4 weeks
  3. Replace with variant B and monitor again
  4. Compare conversion rates and other metrics

[Image placeholder: App Store Connect screenshot showing where to upload different screenshot versions]

Measuring A/B Test Results

Key Metrics to Track

  • Conversion rate: App page views → Downloads
  • Impression to product page: Search → App page views
  • Download velocity: Downloads over time
  • User ratings: Post-download satisfaction

External Tools Integration

  • App Store Connect Analytics: Built-in conversion metrics
  • Mobile analytics platforms: Comprehensive user journey tracking
  • Custom attribution: UTM parameters for marketing campaigns

Variant Management Tips

Organizing Large Tests

  • Use variant folders: Group related tests
  • Version your variants: “V1_Headline_Test”, “V2_Headline_Test”
  • Archive old tests: Keep project files clean

Collaboration Workflows

  • Share variant previews with team members
  • Document test results in project notes
  • Keep winning variants as new base for future tests

Performance Considerations

  • Limit active variants: Keep project file size reasonable
  • Clean up unused variants: Remove variants you’re not using
  • Backup before major changes: Save project before big variant experiments

Next Steps