How Taobao Uses Phiture’s A/B Testing Platform to Optimize ASO

TaoBao x Phiture case study

+11%

overall conversion rate increase vs. previous month

+9%

conversion rate increase in Hong Kong after the localized banner

Key ASO Challenges

Taobao faced three core challenges in ASO optimization:

1. Localization complexity

User preferences for visual assets and copywriting styles in Southeast Asian markets (e.g., Indonesia, Thailand) differ significantly from those in Silk Road and Middle Eastern markets (e.g., Caucasus region, UAE), requiring tailored localization strategies. This created a need for region-specific ASO strategies.

Taobao Case Study Pre-localization
Pre-localization version

Taobao CaseStudy Phiture Localization Version
Localization Version

 

TaoBao A/B Testing
A/B Testing

2. Dynamic Competitive Environment

Local e-commerce giants (e.g., Shopee, Tokopedia) continuously iterate their ASO strategies, requiring Taobao to rapidly respond and secure search traffic in a fast-evolving market.

Tune ASO strategies at different frequencies based on competitor strategy evolution.

 

3. Inefficient experimental process:

Long testing cycles and insufficient sample sizes in prior A/B tests made it difficult to validate key hypotheses within a short timeframe.

 

Previous testing took an average of three weeks VS. The new PressPlay has shortened the testing time to within a week.

“Through our cooperation with Phiture, we are able to test critical ASO elements, make data-driven decisions and continuous optimization based on real-traffic test results. This multidimensional, real-time feedback testing mechanism enables Taobao to swiftly adjust content strategies across diverse markets and holiday contexts, thereby significantly enhancing exposure and conversion rates.”

Yaxuan Lang, Data Analyst, Taobao

The Solution

Taobao partnered with Phiture’s PressPlay platform to build a scalable, data-driven ASO optimization process.

In the fiercely competitive mobile app landscape, ASO has become a critical battleground for improving both conversion rates and brand visibility. A/B testing remains the core tool for achieving this level of data-driven ASO precision.

The team implemented a multi-pronged approach.

  • Multivariate Testing:
    Structured tests were conducted across metadata and creative assets,
    including:

    • Short descriptions
    • Long descriptions
    • Screenshots
    • App icons
  • Faster Iteration Cycles:
    with testing time reduced to just 7 days, enabling faster decision-making
    and lowering opportunity cost.
    ‎ ‎     ‎
  • Real-Time Monitoring & Dynamic Termination
    Smart thresholds were applied to automatically stop underperforming tests
    based on:

    • Statistical significance
    • Business objectives (e.g., achieving a +10% uplift in conversion
      rate)
  • Real-Time Monitoring & Dynamic Termination: Applied
    intelligent thresholds to automatically stop underperforming tests based
    on statistical significance or conversion impact (e.g., +10%
    improvement)
    ‎‎


Data Insights from Real Traffic & Localized Optimization

Taobao’s business operates across multiple countries and regions, each with
unique user habits, holiday calendars, and cultural contexts. To adapt, the
team developed market-specific testing plans, enabling granular, localized
operations.

Examples of tailored regional testing:

  • Chinese festival-themed content → Hong Kong, Macau, and Taiwan
  • Black Friday promotional content → Canadian market
  • Ramadan-themed creatives → Middle Eastern market

Testing Ramadan-themed marketing content in the Middle East market.

 

The Results

After conducting a series of critical ASO A/B tests and successfully implementing the optimal solution, Taobao achieved significant ASO improvements. By leveraging dynamic traffic allocation, the testing cycle previously requiring 2-3 weeks was shortened to within 7 days, minimizing wasted traffic consumption.

Key Metric Improvements

  • The overall conversion rate increased by approximately 11% compared to the previous month.

This result not only validates the core value of PressPlay in cross-market testing and localized optimization but also provides a reusable, standardized methodology for Taobao’s global business growth.


Deep Localization Strategy Adaptation:

  • In Hong Kong, after implementing the localized banner that won in the A/B test, the conversion rate rose by approximately 9% compared to the previous time period.

Wrap-up

A robust localization strategy and A/B testing framework successfully contributed to Taobao’s outstanding performance during the 618 period, consistently maintaining its top position in the Chinese market while also achieving breakthroughs in Southeast Asia and Belt and Road countries.

‎

Through collaboration with Phiture, Taobao implemented systematic testing of core ASO elements such as short descriptions, long descriptions, screenshots, and icons. By leveraging real traffic and smart algorithms, the platform established a refined operational framework that equally prioritizes globalization and localization. This not only enhanced visibility, downloads, and user conversion rates but also laid a solid foundation for Taobao’s long-term business growth.

Taobao, one of the world’s leading e-commerce marketplaces, set out to accelerate international growth while adapting to fast-changing local preferences. To meet the challenge, Taobao partnered with Phiture and adopted our PressPlay A/B testing platform to systematically optimize App Store Optimization (ASO) across regions.

 

Client: Taobao
Website: https://www.taobao.com/
Services: ASO A/B Testing (PressPlay), Localization Strategy