Which Apps Run The Most Experiments On Their Home Screen?

The finding

The home surface leads all labeled screen categories with 562 distinct experiments, ahead of cancel-subscription (371), account-login (167), and sign-up (127). ^source[1] Per company, the most home-concentrated experimenters are DoorDash (at least 45), Crumbl (at least 39), and Apple Fitness (at least 32). ^{source[2]source[3]source[4]}

Why home dominates

The home screen is where merchandising, discovery, and personalization compete for attention, and it is served to every user on every session — so it is both the highest-traffic and highest-surface-area screen. Food and content apps (DoorDash, Crumbl, Apple Fitness) concentrate there because the rotating catalog is their product. Paywall-only apps like Tinder show zero home experiments by contrast.

How to apply it

If your app has a content-rich or catalog-driven home screen and you are not testing it, this data says you are ignoring the corpus's most-tested surface. Start with the merchandising order and personalization row logic — the levers DoorDash and Crumbl iterate. Reserve the paywall for a separate track. All figures are detected variations, not proven winners. ^source[1]

Caveats

The 562 count and per-company home splits are lower bounds because screen category is NULL on 1,425 of 4,814 experiments. ^source[7] All are observed variations with LLM-inferred rationale, not company-confirmed A/B tests — no lift is measured. ^source[1]

The numbers

Methodology

Universe: 4,814 detected experiments across 276 companies, July 2026; screen categories from screen_category join. Method: COUNT(DISTINCT experiment_id) by category and by company. Caveat: home splits are lower bounds (1,425 experiments unlabeled); detected variations only, never confirmed A/B tests.

Sources

Source: Lazyweb Research — proprietary analysis of real, in-market app screens. Cite as Lazyweb Research, 2026-07-07.