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May 26 2022
App store conversion rates are often used to measure the effectiveness of your product pages in driving user installs. For mobile marketers, the app store conversion rate is a very important metric that shows whether the app store page is successful or not. It's also a tracking tool that helps developers understand the strength and power of the creative information they use and its ability to drive conversions.
As the app grows and the audience expands, so does the number of impressions of the app, and the app continues to grow steadily. But even such a steadily growing brand could face an unexpected drop in conversion rates. You might be wondering why you're suddenly experiencing a sharp drop in conversion rates and being prepared to respond as quickly as possible.
According to our research, there are generally several reasons for a drop in conversion rates. Figuring out what lead to the decline will help you find the suitable strategy to fix it.
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When you use a banner ad that doesn't accurately show the picture and features of your app, and doesn't meet the user's needs, the user will be disappointed and will leave your app page without installing it.
Imagine if your banner ad caught the user's attention, the user clicked on the ad and entered the page of the app, but some screenshots and videos displayed on the page is completely inconsistent with the banner ad. Users will feel cheated and won't choose to download your app.
Therefore, when you promote your app, you should make sure that both the ads and the metadata of the page are optimized for visual consistency. It's not that they need to be exactly the same, it's that they can exhibit the same app functionality.
Maybe with the help of paid traffic, your app peaked, increasing the number of impressions of your app. But the user clicks into your app page just out of curiosity and has no intention of downloading. Of course, it is also possible that the metadata content of your app page does not meet the user's expectations.
At this point you need to optimize your app page through ASO, such as conducting a series of A/B tests to detect what is not being done enough. Thus optimizing the metadata such as your app's title, description, screenshots, etc. to increase the conversion rate of your app.
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Changes in the competitive landscape can directly impact the conversion rate of your app. New competitors will constantly appear in the market, the leaderboard will continue to reshuffle, and your competitors may use a series of ASO strategic operations to make their app get higher rankings, get more impressions, and attract more downloads. So, for you, you need to develop a good habit of constantly focusing on your competitors.
The rules of the app store are updated frequently, for example, the character limit for the app title on Google Play has recently changed from the original 50 to 30, if you fail to update your app title and description in time, keywords that exceed the specified word limit cannot be indexed.
In addition, the app store will often introduce new features for the user's experience, such as featured apps, etc., and many details will affect the promotion of your app. So if you want to keep your app's conversion rate growing steadily, you need to keep an eye on these changes and updates and take advantage of the new rules to show the benefits of your app.
Seasonality also leads to changes in conversion rates, with user needs changing in different seasons, while some apps have higher impressions and conversion rates, while others have lower conversion rates. If you see a decrease in the conversion rate of your app due to holidays, perhaps you should make changes to your app to make your icon or screenshot adjust to seasonal events.
Affected by covid19 pandemic, mobile gaming, work from home, physical and mental health apps have benefited from this global home trend, while unfortunately, the conversion rate of travel, transportation and booking apps has dropped dramatically.
While there are some trends and changes that cannot be changed, fortunately, most of the conversion rates that have declined can be improved. Next we will give you some suggestions for improvement.
How can you get the latest and most effective market analysis? That must be getting information from a competitor. Whether it's learning lessons or learning from a competitor to his strengths, you can get inspiration from your competitor's actions. Asoworld has a number of ASO tools, you can monitor your competitors' keyword coverage and ranking changes in real time, and our team of experts will constantly update our ASO strategy according to the latest rules of the app store to help you develop the best promotion plan for your app, ensuring that your app's conversion rate is steadily rising.
Normally, the metadata optimization we talked including the on-metadata optimization and off-metadata optimization. All these two together, will directly affect your app's ranking on the app store.
The on-metadata optimization, which the information items that you can fill in and modify independently at the app store console table of the app store, includes your app's title, subtitle, description, and the creative parts as your app Icons, screenshots, and video.
And the off-metadata, including the app downloads, app reviews and ratings you already got from your users, will help the app store decide if your app is popular in the app market.
Whether it's your app's title, description, or icons, screenshots, you need to show users the features and values of your app, meet the needs of your target users, enhance visuals, grab their attention, and enable users to quickly understand the value of your app for download. Also, ASOWorld ASO Service would be a good choice for many ASOer beginner.
Also, most of top games and apps will choose the paid service to increase app downloads to drive their app ranking and visibility.
App reviews and ratings of the app can greatly enhance the user's trust in your app and your brands. You need to find ways to improve the reviews and ratings of your app, in addition to replying to user reviews as much as possible, even if it is a negative review, you can also choose the guaranteed review service or just buy app reviews & ratings on ASOworld platform to enhance the credibility and reliability of your app with quality reviews and ratings, or optimize your average ratings and negative reviews on your app product page, thereby increasing the download volume and conversion rate of the app.
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