In practice
Play offers store listing experiments; the App Store offers product page optimisation. Both split live traffic, which makes the result far more trustworthy than a survey or a click test.
Run one variable per test and let it reach significance — store traffic is slower than web traffic, so patience is part of the method.
Why it matters
It is free testing on the exact audience that matters, and the reason ASO can be run as evidence rather than opinion.
Related terms