Mobile Application Testing is a process by which application software developed for hand held mobile devices is tested for its functionality, usability and consistency. Mobile app testing is a form of A/B testing wherein various user segments are presented with different variations of an in-app experience to determine which one induces the desired action from them or has a positive (or better) impact on app key metrics. By figuring out what works for your mobile app and what doesn’t, you can systematically optimize it for your desired metrics and unlock limitless growth opportunities for your business that were always lurking in plain sight. What differentiates mobile app testing from the standard A/B testing done on the web is that it is deployed on the server-side instead of the client-side. As opposed to client-side testing, which involves delivering variations that rest on the users’ browser (client), server-side testing allows tests to be run, and modifications to be made directly on the app server and then premeditatedly render the same to the users’ device. Both have the varied scope and serve diverse business needs.