“At Elevate before we even launched we had an Android app — it was great because we could release a new version every week and do a beta list. We curated a list, we measured each cohort. We weren't A/B testing — we just watched and iterated on the app until we felt like that number was pretty good, and then we launched.”

Iterate weekly on Android beta cohorts before you ever launch (Elevate)

Pre-launch, Elevate shipped a weekly Android beta to a curated TestFlight list and watched raw cohort numbers like signups and activations. No A/B testing, no heavy tracking — just iterating until the funnel looked healthy before going public. Big swings, obvious results.