According to a report this morning from The Information, Google is planning to introduce an interesting new feature for Play Store listings at this year’s Google I/O developers’ conference. A common practice within apps themselves, new “A/B testing” would allow developers to test multiple versions of their app listings to see which ones bring the most conversions…

At the Google I/O conference, scheduled for the end of May in San Francisco, the company is expected to announce several new features for its Google Play mobile app store. Among them: letting developers test different versions of their apps’ profile page on the store (the page from which people can click to install the app on their phone), according to developers who were told about the plans.

Details of the feature aren’t known yet, but—put simply—the idea here is that developers could have different listings for single app to see which ones perform best. Prices could vary by a dollar or two to gauge interest, or a developer could decide to roll out a new app icon for one version while retaining the old on another to see how the new appearance affects download numbers.

We’ll be at Google I/O this month between the 28th and 30th keeping you updated on all the latest developments.

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