Q01
Multiple Choice
In the last 3 months, have you installed a new app or signed up for a new online service?
- Yes
- No
All templatesMarketing & Growth
App Store Listing A/B Concept Test
Evaluates two app store listing variants on clarity, appeal, trust, and conversion intent to identify the higher-performing concept. Designed for respondents who have recently browsed or installed apps.
Sample questions
A preview of what’s in the template. Every question is editable before you launch.
27 questions · ~12 min
Q02
Message
Welcome! Thank you for participating in this study. You will evaluate two app store listing versions and share your honest opinions. This survey takes approximately 12 minutes to complete. There are no right or wrong answers — we are simply interested in your genuine reactions. Your responses are confidential and will be reported only in aggregate. Participation is entirely voluntary, and you may stop at any time. Please imagine you are browsing an app store and review each concept carefully before answering.
Q03
Message
Please take a moment to carefully review Concept A below — examine both the copy and the visuals. When you are ready, continue to the evaluation questions. [INSERT CONCEPT A STORE LISTING IMAGE/COPY HERE]
Q04
Message
Please take a moment to carefully review Concept B below — examine both the copy and the visuals. When you are ready, continue to the evaluation questions. [INSERT CONCEPT B STORE LISTING IMAGE/COPY HERE]
Q05
Multiple Choice
Overall, which version better motivates you to learn more about the product?
- Concept A
- Concept B
- No preference
Q06
AI Interview
Thank you for your feedback so far. I'd like to explore your reactions to the store listings in a bit more depth. What stood out most to you when comparing the two concepts?
Q07
Dropdown
What is your age?
- Under 18
- 18–24
- 25–34
- 35–44
- 45–54
- 55–64
- 65+
- Prefer not to say
Q08
Message
Thank you for your time — your feedback is now complete. Your responses will help us optimize the store listing experience.
Q09
Long Text
In one sentence, what does Concept A offer?
Q10
Long Text
In one sentence, what does Concept B offer?
Q11
Multiple Choice
Compared with similar products you have seen in app stores, which version feels more distinctive?
- Concept A
- Concept B
- About the same
Q12
Long Text
Based on your responses in this survey, is there anything else you would like to share about the store listing concepts or your decision?
Q13
Multiple Choice
Which gender do you identify with?
- Man
- Woman
- Non-binary
- Prefer not to say
Q14
Opinion Scale
How clear is Concept A at a glance?
Scale: 1 – 7
Min:Not at all clearMax:Extremely clear
Q15
Opinion Scale
How clear is Concept B at a glance?
Scale: 1 – 7
Min:Not at all clearMax:Extremely clear
Q16
Opinion Scale
If you saw your preferred version in an app store, how likely would you be to tap to learn more?
Scale: 1 – 7
Min:Very unlikelyMax:Very likely
Q17
Dropdown
Where do you currently live?
- United States
- United Kingdom
- Canada
- Australia
- India
- Germany
- France
- Brazil
- Mexico
- Other
Q18
Opinion Scale
How appealing is Concept A overall?
Scale: 1 – 7
Min:Not at all appealingMax:Extremely appealing
Q19
Opinion Scale
How appealing is Concept B overall?
Scale: 1 – 7
Min:Not at all appealingMax:Extremely appealing
Q20
Ranking
Rank the following elements by how much they influenced your preference (1 = biggest impact).
- Headline/message
- Benefit statement
- Specific feature mentioned
- Offer/pricing
- Visuals/design
- Trust cues (ratings, reviews, badges)
Drag to rank
Q21
Opinion Scale
How much do you trust this product based on Concept A's listing?
Scale: 1 – 7
Min:Not at allMax:A great deal
Q22
Opinion Scale
How much do you trust this product based on Concept B's listing?
Scale: 1 – 7
Min:Not at allMax:A great deal
Q23
Long Text
What is one change that would improve your preferred version?
Q24
Opinion Scale
How motivated are you to learn more about the product based on Concept A?
Scale: 1 – 7
Min:Not at all motivatedMax:Extremely motivated
Q25
Opinion Scale
How motivated are you to learn more about the product based on Concept B?
Scale: 1 – 7
Min:Not at all motivatedMax:Extremely motivated
Q26
Multiple Choice
Which elements do you remember most from Concept A? Select up to 4.
- Headline
- Primary benefit
- Key feature
- Offer or price
- Visual imagery
- Ratings/reviews
- Brand/logo
- Screenshots/UI
- Call to action
Q27
Multiple Choice
Which elements do you remember most from Concept B? Select up to 4.
- Headline
- Primary benefit
- Key feature
- Offer or price
- Visual imagery
- Ratings/reviews
- Brand/logo
- Screenshots/UI
- Call to action
What’s included
AI follow-ups
Adaptive probes on open-ended answers that pull out detail a static form would miss.
Attention checks
Built-in safeguards against rushed answers and low-quality respondents.
AI-drafted copy
Wording, ordering, and branching written by the AI — tuned to your research goal.
Auto report
Themes, quotes, and a plain-English summary write themselves once responses come in.
How it compares
We reviewed the closest templates from other survey tools. Here’s what they do well — and where this template goes further.
Why this template
- Walks respondents through a structured side-by-side review of Concept A and Concept B, capturing one-sentence comprehension, clarity, appeal, trust, and motivation ratings for each variant separately before any direct comparison
- Includes a ranking question that isolates which specific elements (copy, visuals, etc.) most influenced preference, plus a multi-select recall question per concept to test memorability
- Adds an AI follow-up interview segment to probe the reasoning behind stated preferences in the respondent's own words, something static rating-scale forms cannot do
- Closes with an open-text reflection question and standard demographics, and is scoped specifically to respondents who've recently installed or signed up for an app, keeping the sample relevant to app store decision-making
Jotform
Concept Testing Survey Form TemplateA generic, drag-and-drop concept testing form rather than one built for app store listing comparisons specifically. Useful as a fielding-ready starting point but requires manual customization to structure an A/B concept comparison like ours. No mention of adaptive questioning or automated scoring.
What it does well
- Easy drag-and-drop customization typical of Jotform's form builder
- Can be adapted to many concept types beyond apps
- Simple to deploy quickly for basic feedback collection
Where it falls short
- Static question flow with no adaptive AI follow-up probing
- No built-in per-response quality scoring
- Not tailored to app store listing conversion metrics like our template
QuestionPro
New Services Concept Test Survey TemplateFocused on testing new service concepts rather than app store listings, so the structure and question wording would need substantial reworking for this use case. It offers the standard concept-test metrics (appeal, clarity, purchase intent) but in a services context, not a two-variant app listing comparison.
What it does well
- Established concept-testing question bank from an experienced survey platform
- Covers standard appeal/purchase-intent metrics
- Backed by broader QuestionPro survey logic and reporting tools
Where it falls short
- Built for services, not app store listings, requiring rework for this use case
- No adaptive AI interview or voice AI follow-up capability
- No transparent, published prompt methodology for any AI-assisted analysis
SurveySparrow
Sample Concept Testing Survey TemplateA conversational-style static template for general concept testing, not specific to app store A/B comparisons. It benefits from SurveySparrow's chat-like UI but relies on fixed question sequences rather than dynamic probing.
What it does well
- Conversational, chat-style interface improves respondent engagement
- General-purpose template adaptable to various concept tests
- Simple setup within SurveySparrow's platform
Where it falls short
- No adaptive AI follow-up interviews or voice AI option
- No automated per-response quality scoring
- Not designed specifically for two-variant app store listing comparison
Typeform
Product Concept Testing Survey TemplateA polished, conversational product concept testing form, well-suited to general product feedback but not built around comparing two named app store listing variants. It relies on Typeform's standard one-question-at-a-time flow rather than any adaptive interviewing.
What it does well
- Clean, conversational one-question-at-a-time UX
- Well known and widely used template for general product concept feedback
- Easy to embed and share via Typeform's platform
Where it falls short
- No adaptive AI or voice AI follow-up interviewing
- No automated quality scoring of individual responses
- Not structured specifically for a two-concept app store A/B comparison
Frequently asked questions
What questions are in the “App Store Listing A/B Concept Test” template?
The template includes 27 ready-to-use questions, starting with: “In the last 3 months, have you installed a new app or signed up for a new online service?” · “Welcome! Thank you for participating in this study. You will evaluate two app store listing versions and share your hone…” · “Please take a moment to carefully review Concept A below — examine both the copy and the visuals. When you are ready, co…”. The full set is previewed above, and every question is editable.
How long does this survey take to complete?
Respondents typically finish the 27 questions in about 12 minutes.
Can I customize this template?
Yes — every question, answer option, and the ordering is editable before you launch. You can add or remove questions, or ask the AI editor to rework the survey around your research goal.
Is this template free to use?
Yes. Open it in the editor and start customizing right away — no account required to try it, and the free plan covers launching your survey.
Ready to launch?
Open this template in the editor. Every part is yours to change before the first respondent sees it.
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