Want a quick way to boost your app downloads without changing your code, UX, or monetization strategy? The answer might be sitting right on your home screen.
Today, we’re diving into a highly underrated growth tactic for indie app developers: A/B testing your app icon on Google Play. You’ll learn exactly how to set it up, why it works, and the kind of results real app publishers are seeing from this simple change.
In a previous video, I shared with you that the number one mistake that developers make for an Apple feature is design. An app icon is very critical to your app’s success. A client who we helped design an app icon for increased his downloads by 19% through a mere icon change and nothing else. So today, I am going to walk you through on how to do this on Google Play.
- For the Google App Console, click into the app that you want to A/B test.
- Click Store presence then Store listing experiments.
- Choose your experiment type, whether you want to do it globally or locally. If you choose global, you will only be able to test graphics but for local, you can test both graphics and text. The latter will enable you to test the icon with the app description to see which one will perform better. In this example, we will only graphics, so let’s choose global.
- Name your experiment and select the attributes you would like to change. This can be screenshots, promo video, feature graphic or hi-res icons.
- After that, upload the new version of your icon and just click ‘Run Experiment’.
- You will be presented with a graph showing stats of the current version of your icon and the new that you are testing. Should you want to keep the new icon, you can just click ‘Apply’.
A/B test your app icon and then your screenshots and let me know how it goes!
Why Your App Icon Deserves More Attention
Think of your app icon as your storefront in the crowded shopping mall that is Google Play. It’s often the first impression potential users get. A well-designed, high-converting icon can be the difference between getting ignored or downloaded.
In one test we ran, changing nothing but the icon led to a 19% increase in downloads. Some indie developers report 50% or even 100% lifts, just from this one tweak.
If you haven’t A/B tested your app icon yet, you’re leaving installs on the table.
Step-by-Step: How to A/B Test Your App Icon in Google Play Console
Ready to experiment? Here’s how you can set up your A/B test:
1. Log into Your Google Play Console – Start by signing into the Google Play Console and selecting the app you want to test.
2. Navigate to Store Listing Experiments – On the left sidebar, go to Store Presence > Store Listing Experiments.
3. Choose Your Experiment Type – You’ll have two options:
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Global (Graphics only) – For icon, screenshots, and promo graphics.
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Localized (Text + Graphics) – For testing region-specific text and visuals.
For this example, select Global and focus solely on your app icon.
4. Name Your Experiment – Give your test a clear name like “App Icon Test – Sept 2025.”
5. Upload Your New Icon – Compare your current icon with the new design. Make sure the new icon still meets Google’s design guidelines.
6. Run the Experiment – Click “Run Experiment” and let the test begin. Google will start showing the different icons to users and track performance over time.
7. Review Results and Apply the Winner – Once enough data is collected, review the stats. If the new icon performs better, hit “Apply” to make it live for everyone.
Pro Tip: What to Test After the Icon?
Once you’ve tested your icon, don’t stop there. Your next test should focus on:
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Screenshots: Highlight key features and benefits.
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Promo Video: Engage users with short visual overviews.
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App Description: Test different headlines or benefit-driven intros.
Each element has a measurable impact on conversion rate from page view to install.
Real Talk for Indie App Developers
A/B testing isn’t just for big studios with data science teams. You, the solo dev or small team, can implement this in under an hour—and it could result in a permanent boost in your organic installs.
You don’t need a massive ad budget to compete. You just need to be smart, test consistently, and act on data.
Bonus: Want More Proven Growth Tactics?
Check out AppMasters Academy where top indie developers learn how to:
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Rank higher in the App Store and Google Play
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Scale with influencer marketing and PR
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Turn installs into paying users
If you’re serious about growing your app business, this is where you level up.
Conclusion: Small Change, Big Win
If you’re looking for a high-impact, low-effort growth hack, start with your icon. A/B testing it can lead to tangible results—and it’s completely free to implement via Google Play Console.
So, what’s stopping you?
Open your Play Console, test that icon, and let the data show you the way.
