Fintech App Promotion Guide: How to Improve App Conversion Rates

The COVID-19 pandemic has accelerated the adoption of technology, with fintech apps leading the way in catering to contactless and cashless payments. Mobile payment growth is predicted to rise at a CAGR of 26.93% between 2020 and 2025, intensifying competition among fintech apps. To stand out, converting casual users into loyal fans is crucial.

To achieve this, fintech companies need to focus on providing exceptional customer experiences through personalized recommendations, simplified user interfaces, and exclusive benefits. Building trust through robust security measures, transparent communication, and prompt customer support is also vital. Collecting and addressing user feedback and reviews can help improve the app and build a loyal user base.

In general, the post-pandemic era has witnessed a surge in mobile payment adoption, presenting opportunities and challenges for fintech apps. Prioritizing customer experience, personalization, trust-building, and continuous improvement can help fintech companies thrive in the evolving landscape of mobile payments.

How to define a good conversion rate?

Conversion rates are a vital metric for fintech app success, calculated by dividing app installs by impressions. Despite a decline in acquisition costs, some fintech companies have experienced drops in conversion rates. 76% of new users convert within 7 days, highlighting the importance of an engaging app listing.

Optimizing app listings with visually appealing design, informative content, and clear CTAs can drive higher conversion rates. Regular monitoring, A/B testing, and refining marketing strategies are crucial for success. Understanding and improving app conversion rates are essential for fintech companies to drive user acquisitions and achieve marketing success.

iOS App Store

In 2022, App Store iOS conversion rates declined from 6.8% to 5.8%. Unlike Google Play, where users can download apps directly from search results or browsing charts, the App Store has a different process. The average impression-to-install conversion rate across all app categories was 4%. However, despite the drop in conversions, the finance app category maintained the highest conversion rate, with over 5%.

Google Play

Google Play users can only download apps from the individual app page, resulting in higher page view to conversion rates compared to the App Store. Users who click on an app page on Google Play typically have more intention to download, as they already know what to expect from the app. In 2022, the average page view to conversion rate across all categories was 32.7%.

For fintech apps, Google Play conversion rates increased from 27.7% to 33.7% between 2021 and 2022, indicating a significant rise in user engagement and conversion within the fintech category on the platform.


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The importance of conversion rate in app growth

Conversion rates for mobile apps are crucial as they provide insights into how users perceive and interact with your app. These metrics allow you to benchmark your app's performance against competitors and understand user behavior, such as app downloads, registration, and in-app purchases.

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By analyzing conversion rates, you can identify your market position and develop strategies to improve it. This may involve adapting marketing and product offerings based on consumer interests to increase conversions and drive user engagement. Understanding and optimizing conversion rates are vital for app success in a competitive market.

Case study: how we help a fintech app improve its conversion rates

Improving conversion rates is a critical goal for any fintech app. We'll kick off the topic by sharing the best practice of how we help a fintech app improve its conversion rates, and here are some highly effective yet simple ways to achieve that.

Make use of video

With autoplay videos in the iOS App Store, you have a valuable opportunity to capture users' attention instantly. However, the average video watch time is limited to 4 to 6.5 seconds, so it's crucial to make the most of those few seconds.

To maximize the impact of your app video, focus on conveying your app's main value propositions within the first three seconds. Start with the most compelling and enticing message, and don't rely solely on sound, as it may not always be played automatically.

Optimize screenshots to enhance visual appeal

Screenshots are a critical element of your app's store listing as they play a pivotal role in attracting users. To ensure that your screenshots are attention-grabbing, consider 3 effective approaches.

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First, use screenshots that showcase specific features of your fintech app and highlight its unique value propositions. This approach is particularly effective if your app's user interface sets it apart from other fintech apps.

Second, consider using lifestyle-oriented screenshots that create an emotional connection with users by incorporating feeling-oriented images and real-world elements that depict the ideal lifestyle of your target customers. This approach can be beneficial to test if your app's user interface is not the primary value proposition, but rather the overall experience it offers.

Lastly, consider using hybrid screenshots that combine the above two strategies, integrating app features and lifestyle-oriented visuals. This approach offers the best of both worlds, allowing users to be emotionally connected while also seeing the functional value of what your app has to offer.

By leveraging these approaches, you can ensure that your screenshots are compelling and increase the likelihood of attracting and retaining users for your fintech app.

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Avoid making users feel intrusive

Time is of the essence when it comes to capturing users' interest. With limited attention spans, it's crucial to showcase as many features as possible in the quickest and most effective way.

Repetitive messaging can convey a limited offering and give the impression that you don't have anything else to showcase, resulting in an immediate drop in further exploration and potentially harming conversion rates. Be concise and varied in your messaging to keep users engaged and interested.

Find the best deal with A/B testing

A/B testing is a powerful tool that allows you to make data-driven decisions to optimize your app's store listing. As app stores are dynamic and user behavior can change over time, what may work for conversion optimization currently may not be as effective in the future.

By continuously monitoring and testing different elements of your store listing, you can gather valuable insights and make informed adjustments to improve your app's conversion rates.

Results and impact

The implementation of these best practices resulted in a significant improvement in the conversion rates of our fintech app. We observed a substantial increase in the number of app downloads, higher user engagement, and improved retention rates.

The app's average rating in the app store also improved, reflecting positive feedback from users. The strategic marketing tactics we employed not only boosted the app's performance in the app store but also contributed to overall business growth and success.