When developing an app, the work of many is put together. It’s a combination of art, math, and marketing expertise that equates with users to uncover uncertainty through A/B testing.  A/B testing for mobile apps is one of the key techniques to make sure the app meets its users expectations and keep them engaged. Today’s guest is Karan Tibdewal of Phiture, a mobile growth consulting company that assists clients with ASO, Apple search ads, mining user retention, growth consulting and A/B testing. Today’s Topics Include:  ✔️  A/B Testing: Important and essential to start with fundamentals ✔️  Reason for Testing: Optimizing metrics that you care about by experimenting ✔️  Common Problems: Control, don’t mix variables to measure  ✔️  Problems Solved: A/B testing solves user lifecycle issues