Definition
The canonical answer.
Store listing experiments are the native A/B tests the app stores provide for listing assets: Google Play’s store listing experiments and Apple’s product page optimization. They test icons, screenshots, and text against live store traffic, making them the only conversion tests that run on the store’s own audience.
Worked example
In practice.
A team believes a new icon will lift installs. Rather than shipping it on conviction, they run a store experiment against the current icon, wait for the platform to report a resolved result, and ship only a winner. Losing variants cost a test slot instead of weeks of degraded conversion.
Where this work happens: App Store Optimization
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