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Increase Your App's Conversion Rate

by ,  CPO at AppTweak Start ASO

App Store Optimization concerns two major practices: keyword optimization (which mostly impacts your app’s visibility and impressions) and conversion rate optimization (which has a direct impact on your installs). We have already covered many aspects of keyword optimization in other blog articles, so this time, we want to focus on how to optimize your app’s conversion rate.

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

Read our extensive guide on how to optimize your app product page on iOS and Android

1. Get More Reviews and Ratings

This is no surprise. Both your app’s average rating and its number of reviews impact its conversion rate. Users are less likely to 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; it 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 to. With AppTweak, you can filter your reviews by score to single out the negative ones for further analysis.

Further, with AppTweak’s upgraded Reviews and Ratings section, you can:

  • Discover the most repeated terms used in reviews left for your app
  • Understand the impact of new app updates
  • Differentiate successful features from ineffective ones
  • Learn from what users think about your competitors’ apps
  • See if/how bad reviews impact new users’ perceptions of your app

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.

i) App icon: The icon is a visual element that helps users recognize your app among search results. You want to make sure that your app icon stands out and catches the users’ attention. Use our App Icon Color Palette feature 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.

For both iOS and Google, the goal is to create an eye-catching visual that aligns well with your brand and your app’s main functionalities. Test several icons with Google experiments to find the option that converts best with your audience, and use AppTweak to learn from your competitor’s A/B tests and what works for them.

Remember: Avoid using text that promotes store performance, awards and accolades, or call-to-actions in your app icon, as it could risk your app getting rejected by Google. Similarly, do not use graphic elements in your app icon that could misdirect users.

ii) App preview or promo video: Videos provide the opportunity to show an in-depth preview of what users can expect if they download your app. 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.

Here some quick tips for you to keep in mind for preview videos:

  1. Aim to tell a cohesive story that gives users a sense of the journey they will experience when using the app.
  2. Add graphic elements to your video, such as touch hotspots, to showcase navigation and interaction within the app.
  3. Consider using copy to give context to the footage. Make sure the copy is concise, readable, and stays on the screen long enough for users to read it.
  4. Make sure your video is evergreen and avoid references to specific events or trending topics.

iii) App screenshots: Your app’s screenshots will give users the 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, 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
Using AppTweak to compare 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.

Be sure to follow the necessary size and content guidelines for visual assets on the App Store and on Google Play

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 are to download your app.

Improve Your Category Ranking on the App StoresAirbnb app page on the App Store and Google Play.

Improving your category rank is a tough one since it depends on many different factors that you cannot easily control, such as app downloads, download velocity, app stability. It is important to monitor your category ranking and compare it to your competitors to get an idea of who is ahead.

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

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

With AppTweak, you can also check whether your app is under/over-performing by comparing your app’s conversion rate to other apps in the same category!

4. Optimize Your Promo Text and Long Description

Finally, the promo text (the App Store) and the long description (the App Store and Google Play) also play a role. Although these elements are not those that users see first, they can have an impact on conversion rates. Your app description gives further details of what your app does and 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!

Remember, the description is only indexed on Google Play. Make sure the keywords you use are relevant, so that your app also appears among their search results. Use our Keyword Density tool 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 that Apple added with iOS 11. The field is not 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.


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

  • Increase your average rating: Read through negative reviews 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.
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by ,  CPO at AppTweak

Marie-Laure is CPO at AppTweak, she has always worked in digital companies that either have a product focused around an app or a SaaS. She’s a real (dark only) chocolate lover.