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Sorry for such a naive question, but is it possible to do A/B testing on the Apple App Store? I don't know what their turnaround time is for changes, but do you just change the price, wait a while, change back, wait a while, etc., or do you do something else?

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The price updates within a day, and you get sales reports daily with a delay of a few hours, and a mix of old and new price sales on the first day. So it's possible, but the feedback loop of the charts means that this kind of measurement is hard to analyze. If you do a test that fares poorly, the next test will probably be affected by that.

Actually, I've been considering how to do this for my next app.

Not split testing the sale price though, it will be free. (It's just too hard to get people to buy an app outright) I want to split test in-app purchases. I think this should be fairly straightforward to implement. The only downside is in the app store 2 different items would show as top in-app purchases with different prices. People might be upset about that, but I doubt anyone would notice.

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