Currently, there are 4.3 million apps on the Google Play Store and Apple App Store, two of the most popular app stores. Crowded marketplaces are just one of the reasons that converting onlookers into repeat customers can be a challenging task for app owners.
Conversion rates are an indicator of your app's effectiveness in the marketplace and can guide you to achieve your goals.
What is mobile app conversion rate?
In the mobile app world, the mobile app conversion rate represents the number of required actions taken on your app. Broadly speaking, conversion rate can be calculated in two ways:
- Either by the total number of app downloads
- or by counting the number of users who made an app purchase.
Mobile app conversion rate is an important tool for app developers and owners, among others, because it indicates how well the app performs in the app store, among the end consumer base. It reflects how the end user uses the app and what kind of impression your app creates in their lives. It helps identify the connection between users who find your app, download the app, register themselves, and make in-app purchases.
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How does app conversion rate affect your app store ranking?
App Store optimization involves two main practices: keyword optimization - which primarily affects the visibility and impressions of your app - and conversion rate optimization - which directly affects your installs. We've covered many aspects of keyword optimization in other blog posts, so this time, we want to focus on how to optimize your app's conversion rate. Conversion rates tell Apple and Google that people are enjoying your app, which means your app is high quality. the App Store and Google Play also need to attract customers by showing off great apps.
The App Store and Google Play will treat apps with low or declining conversion rates as insufficient for high app store rankings. They don't want to offer a poor product to their customers.
One of the determinants of app store ranking is download speed. Download speed is the number of installs your app gets in a given period of time. The higher the speed, the higher your app will be ranked in the App Store and Google Play. That's why popular apps that bring in a lot of downloads every day are always recommended and rank high in the charts.
How to improve your app conversion rate?
Now you know what app conversion rate is and why it's important. I'm sure you want to know how to improve app conversion rate?
Use different creatives for each app store
It's important to realize that what works on the Apple App Store doesn't necessarily work on Google Play, and vice versa. Why?
- Each App Store page is designed differently (for example, Google Play videos don't have an autoplay feature, images have different resolutions, content in the first impression frame, tab bubbles below the app title, etc.).
- Developers typically drive different traffic to each store (i.e., different sources, campaigns, and ad banners).
- The apps that are popular on each platform are different and therefore compete differently.
- Google's user base is different from iOS - their mindset and preferences are fundamentally different.
Avoid a "one-size-fits-all" approach to app store marketing. In fact, we've found that using the same app ad material on both platforms results in 20-30% fewer installs on iOS.
Your app icon is the first thing people see when they find your app. Therefore, it is very important to form a first impression and many people will download the app based on that first impression. First, design it to reflect the content of your app, but don't overdo it with too much text and graphics. Keep it simple and easy to recognize. Also make sure it matches your brand's color scheme, as it will be the primary representation of your app's brand.
Optimizing your app icons requires some testing. To test your app icons, you need to run A/B tests whenever possible. Focus groups are also useful for this. Finally, you can simply ask friends, colleagues and family for their opinions. All you have to do is make at least 2 variations of the app icon and test it with these audience groups. The ones that people flock to are the winners.
Your app name is the next field that people will look at because it is located next to the icon. In addition to your brand name, you will also use other keywords in this field. Try to optimize the keywords you place here with each update. Cycle out the low search volume keywords for the high search volume keywords. This way you can attract more traffic. Also, if the search term people use to discover your application appears in your application name, people's attention will automatically be drawn to your listing. That's because it fits their requirements perfectly.
App screenshots are critical to increasing conversion rates and download speeds. People look at app screenshots to decide if they like an app. Your app's screenshots will give users a first glimpse of how your app looks and feels. A good screenshot will highlight the most important features of the app and leave the user wanting to discover more.
Screenshot design strategies fall into three styles.
- Feature-oriented screenshots are real screenshots of the application that showcase features and highlight unique value propositions. If your UI is a key differentiator in your application category, then this approach may resonate well with your target audience.
- Lifestyle-oriented screenshots are sensory-oriented images or visuals that contain real-world elements to convey a unique lifestyle. These images tend to create a stronger emotional connection with the application. We recommend testing this approach if your application UI is not necessarily where your application excels.
- Hybrid screenshots are a combination of functional and lifestyle-oriented images. This style often offers the best of both worlds - visitors see images that are both emotionally appealing and accurately represent your app's functionality.
As with app icons, A/B testing and getting input on screenshots from friends or focus groups is a great way to really optimize them for conversion potential.
App previews are especially important on iOS because they are visible in search results and autoplay. A good app preview will draw the user's attention to your app.
However, most mobile games and paid apps would benefit from a preview or promotional video. It gives people a chance to really see what your app is about before they cross the payment barrier. If they already know what to expect, they will be more likely to spend money on your app.
Therefore, your app preview or promotional video must contain the most attractive and engaging features. Always emphasize the parts of your app that your target audience will find most exciting.
Finally, promotional text (Apple App Store) and detailed descriptions (App Store & Play Store) also play a role. Although these elements are not the first elements users see, they can have an impact on conversion rates. Your app description provides more detailed information about the functionality of your app and its main features. Here, you can convince hesitant users to download your application. Be as clear as possible: use line breaks, short sentences, small paragraphs, bullet points, symbols, etc. The point is to be easy to read!
Remember that descriptions are only indexed in the Play Store. Make sure the keywords you use are relevant so that your app will also appear in their search results.
Promotional text is a special field added by Apple in iOS 11. This field is not indexed, but has the advantage of being editable without having to submit a version of the app. This means you can use the field for special promotions or seasonal events to convince users to download your app right away.
App ratings and reviews
Last but not least, your app ratings and reviews highly influence app conversions. People trust the opinions of others. Apps are no different. Studies have even shown that mobile users won't even consider downloading an app with less than a 3-star rating.
It's critical to keep your app rating high, which means at least above 4 stars. You can do this by responding to user reviews. Users like to know that you care about their feedback. They will also provide you with feature ideas and identify bugs that you may have missed in their reviews.
Another way to improve your app ratings is to ask users to leave ratings and reviews when they use your app. Timing is key. You want to prompt them after they have done something in your app. They will feel good and be more likely to leave a positive review.