ASO EXPERIMENT BRIEF

App / store / listing version: [context]
Audience / locale / storefront: [eligible visitors]
Experiment owner: [role]
Experiment identifier: [console reference]

QUESTION AND HYPOTHESIS
Problem observed: [evidence that motivated the test]
Hypothesis: [one change may affect one defined outcome because...]
Control: [exact existing asset and safe file reference]
Variant: [exact proposed asset and safe file reference]
Single intentional difference: [headline, screenshot order or another eligible asset]
Assets and product behavior held constant: [list]
Supported feature behind the claim: [observed build and action]

CONSOLE SETUP
Provider feature: [Apple product page optimization / Google Play listing experiment]
Eligible assets and prerequisites checked: [current console guidance]
Treatment or variant count: [actual setup]
Traffic allocation and audience: [actual setup]
Locale coverage: [actual setup]
Metric and definition: [copy the provider definition]
Confidence / detectable-effect settings if exposed: [actual setup]
Estimated duration from console if available: [estimate, not a guarantee]
Planned review and stopping rule: [criterion chosen before launch]
Confounding changes to avoid or record: [release, price, campaign, seasonality]

RESULT AND NEXT DECISION
Report source and date: [export or safe screenshot reference]
Control and variant outcomes: [provider values and definitions]
Uncertainty / confidence as reported: [provider presentation]
Interpretation: [supported result / needs more data / inconclusive]
Decision: [keep control / apply treatment / investigate]
Reason: [evidence supporting that choice]
Post-change product check: [listing promise still matches first use]
Next hypothesis: [if needed]

A comprehension review is not an experiment result. Do not label a before-and-after difference as a causal lift without matching experiment evidence.

Original template by RateMyApp, October 5, 2026.
https://ratemyapp.io/resources/aso-templates/
Free to copy and adapt, including for commercial team projects. Attribution optional.
Keep account credentials, customer information and unpublished business figures out of shared copies.