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4 Tips to Increase your App's Conversion Rate

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4 Tips to Increase your App's Conversion Rate

App Store Optimisation has two major levers: keyword optimization - which mostly impacts your app’s visibility and impressions - and conversion rate optimization - which has a direct impact on your installs. We’ve already covered many aspects of keyword optimization in other blog articles, so, this time, we wanted to focus on how to optimize your app’s conversion rate.

More on keyword optimization


There are several factors that can directly impact your app’s conversion rate. We made a short list of the main influencers and a couple of tips on how you could improve your app’s performance.

1. Get more Reviews and Ratings

This is no surprise. Both your app’s average rating and its number of reviews have an impact on its conversion rate. Users will less likely download an app that has bad reviews. Similarly, an app that has a good score but only a handful of reviews is less credible than an app with the same score and thousands of reviews.

If your average rating is low, you definitely want to improve it, that should be on your top priority list. A good way to get started is to read through your bad reviews to understand why users aren’t enjoying your app as much as you’d like them too. In AppTweak, you can filter your reviews by score to single out the negative ones for further analysis.

How Reviews and Ratings can benefit your ASO

2. Design Eye-Catching App Creatives

If you look at your app’s metadata, the visual elements are those with the biggest impact on your conversion rate.

The impact of each app metadata element on impressions and conversion
The impact of each app metadata element on impressions and conversion

First the app icon. The icon is the visual element that will help users recognize your app among search results. You want to make sure that your app’s icon stands out and catches the eye of the user. Use our App Icon Color Palette to compare your icon’s colors with apps from the same category.

Compare your app’s icon colors with major competitors and overall category
Compare your app’s icon colors with major competitors and overall category

Second, the App Preview or Promo Video. The app preview is especially important on iOS since it is visible in the search results and on autoplay. A good app preview will draw the users’ attention to your app among others. There are many tricks to make an app preview stand out. Here are some examples of great App Previews listed by AppTamin.

Finally, the App Screenshots. Your app’s screenshots will give users a first idea of your app’s look and feel. Good screenshots will highlight the most important features of an app and make users want to discover more. If you’re out of inspiration, easily spy on your competitors’ screenshots using our App Overview, you might find some great ideas…

Comparing TUI and Expedia Screenshots on the App Store - UK
Comparing TUI and Expedia Screenshots on the App Store - UK

Don’t forget to always test the changes you make in order to choose the most performing set of creatives. Check out our Ultimate Guide to Screenshots A/B Testing.

3. Improve your Category Ranking

When you view an app’s profile, both Apple and Google show the app’s ranking in its category. This can have an impact on your conversion rate: the higher your rank, the better you will be perceived by users and the more likely they will download your app.

AirBnb app page on the Apple App Store and Google Play Store
AirBnb app page on the Apple App Store and Google Play Store

Improving your category rank is a tough one since it depends on many different factors you don’t necessarily have control over such as app downloads, download velocity, app stability etc. It’s important to monitor your category ranking and compare with your competitors to get an idea who is ahead of you.

Check out AppTweak’s category ranking history feature

Category rankings of popular fitness apps on the App Store US compared

Category rankings of popular fitness apps on the App Store US compared

Category rankings and volatility compared

4. Optimize your Promo Text and Long Description

Finally, the promo text (Apple App Store) and the Long Description (App Store & Play Store) also play a role. Although these elements aren’t the ones that users see at first, they can have an impact on the conversion rates. The Description of your app gives further details of what your app does and what are its major features. This is where you can convince a hesitant user to download your app. Be as clear as possible: use line breaks, short sentences, small paragraphs, bullet points, symbols, etc. The point is to be easy to read!

How to optimize your description

Remember the Description is only indexed on the Play Store. Make sure the keywords you use are relevant so that your app also appears among their search results. Use our keyword density analyzer to find out which keywords are most repeated in any app’s description.

Spotify’s Description Density Analysis Spotify’s Description Density Analysis

The Promo Text is a special field Apple has added with iOS 11. The field isn’t indexed but has the advantage of being editable without having to submit an app release. This means that you can use the field for special promotions or seasonal events, to convince users to download your app right away.

Comparing the Promo Text of different kinds of apps.
Comparing the Promo Text of different kinds of apps.

Promo Text vs. Subtitle Usage Breakdown

Optimizing your app’s conversion rate

You now have all the elements in hand to start optimizing your app’s conversion rate. To recap:

  • Increase your average rating, read through the negative ones to learn how to improve your score.
  • Make sure that your creatives are enticing and make your app stand out.
  • Closely monitor your category ranking vs. your competition.
  • Work on your App Description and Promo Text to give further details on your app and convince users to install it.

If you’re wondering if your conversion rate needs to be improved, make sure to have a look at our conversion rate benchmarks per category. You can compare your app’s conversion rate with apps from the same category to have an idea if your app is over- or under-performing. Amazing source of insights!

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