Ali Demirbaş - Lab
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Mobile App

Promo Message on the App Loading Screen A/B Test Idea

A brief campaign message may draw attention to an offer during loading that would happen anyway.

  • Mobile app
  • Purchase conversion rate

Control vs Variant

Absent on one side, present on the other.

Changed
Presence
Page
Mobile app
Difference
added

Hypothesis

Keep the message within the existing wait; do not delay loading to show it. Hold the campaign constant and compare completed purchases.

How to run this test

Primary metric

Purchase conversion rate

Compare purchases among eligible visitors assigned to each loading-screen message; do not restrict analysis to visitors who waited long enough to see it.

Other metrics

  • Post-load CTA click-through rateTrack CTA clicks, but do not use them as a substitute for purchases.
  • Campaign product purchase rateCompare purchases of promoted products among all eligible assigned visitors.
  • Page exit rateCompare exits during loading in both arms.
  • Time to main content readinessMeasure time until the page is ready for interaction consistently in both arms.

What to check before and during the test

  • MessageShow one short message about the existing campaign during loading.
  • OfferKeep campaign terms, targets and other promotional areas unchanged.
  • PresentationKeep the loading indicator and surrounding design unchanged.
  • DiscoveryReview visits to promoted categories and products.
  • VisibilityInterpret results against observed loading time without artificially extending it.

Setup mistakes to avoid

  1. 1Do not use long copy on a loading screen; visitors cannot read it comfortably.
  2. 2Do not add heavy imagery that prolongs loading.
  3. 3Do not show inaccurate campaign information.
  4. 4Do not change discount, design and copy together.
  5. 5Do not let campaign visuals obscure the loading indicator.