There's cool stuff coming out of this Google I/O 2015 for developers. Permissions, build tools, support libraries, payments... But I wasn't expecting Google Play listings experiments.

Between updates on the Developer Console, there's a new tab called Experiments. Create different listings for the same app. Pick how many users will see each version. Google runs the experiments and gives back the results.

What can you change:

• Icon
• Feature graphic
• Screenshots
• Promo video
• Short and long descriptions

You can run global or localized experiments, and have 3 new variants per experiment. Here's the Google DevByte video for more information: Store Listing Experiments for Google Play.

Some screenshots of the new Experiment tab: