How to increase your app store conversion rate: ASO strategies for success

Getting users to download your app is only half the battle. The real challenge lies in converting those store visits into actual installs. This is where your app’s conversion rate becomes crucial.

Implementing effective App Store Optimization (ASO) strategies can significantly boost your app’s visibility and convince more users to hit that “Install” button.

Key Takeaways:

• App store conversion rate is the percentage of store listing visitors who download your app.
• Critical ASO factors affecting conversion include app title, icon, screenshots, and reviews.
• Implementing basic and advanced ASO techniques can lead to substantial improvements in your app’s conversion rate.
• Focus on targeting the right audience through proper keyword selection.
• Think creatively beyond conventional ASO approaches.

Understanding app store conversion rates

App store conversion rate refers to the percentage of users who download your app after viewing its store listing. In terms of app downloads, this metric is a key indicator of how well your app’s store presence resonates with potential users. While industry benchmarks vary by category, a good app store conversion rate in the U.S. App Store is around 25%, and around 27.3% on Google Play.

However, this metric is often misunderstood and overcomplicated. It’s crucial to look beyond general metrics and focus on specific data to inform strategic decisions. The impact of ASO on conversion rates is significant, but it requires a nuanced approach.

When analyzing conversion rates, consider impressions-to-page-views and page-views-to-installs ratios. If your app receives high impressions but low product page views, your metadata may not be attracting the right audience. This insight is crucial for optimizing your ASO strategy.

Adjusting keywords and ensuring alignment with the app store’s algorithm to target the correct users is also important. Doing so can improve your visibility and the quality of traffic to your app’s page, leading to better conversion rates.

Basic ASO strategies to increase conversion rates

Mastering the basics of ASO is the first step in improving your app store conversion rate and driving app growth. For a deep dive introduction, check out this insightful guide: What is app store optimization?

Below, we’ll cover several key ASO strategies to set you up for success. Such strategies form the foundation for attracting new users, optimizing your store listing, and setting the stage for a smooth onboarding process.

Optimizing textual elements

1. App title and subtitle optimization: Your app’s title should be clear, concise, and include your primary keyword. The subtitle (on the App Store) or short description (on Google Play) should highlight key features or unique selling points.
2. Keyword research and implementation: Conduct thorough app keyword research to identify terms your target audience is searching for. Incorporate these keywords naturally into your app’s metadata, including the title, subtitle, and description.
3. Description optimization: Write a compelling app store description that clearly communicates your app’s value proposition and main features. Use short paragraphs, bullet points, and emojis to improve readability.

Proper keyword selection in your ASO approach is crucial for visibility and attracting the right audience. Focus on keywords that align with your app’s core features and user intent rather than just high-volume terms.

Visual asset improvement

Optimizing your app’s visual assets is crucial for capturing user attention.

1. App icon design best practices: Your app icon is often the first visual element users notice. Design an icon that’s visually appealing, unique, and representative of your app’s functionality. See these top 10 tips for designing a mobile app icon for further insights.

For example, consider the “Icon Color Shift” strategy. Our ASO Specialist suggests adjusting icon colors based on seasons or user locations. This could mean using warmer colors in winter can make your app icon more appealing and increase its attractiveness.

2. Screenshot and app preview video optimization: Create visually striking screenshots that showcase your app’s key features and benefits. Consider using app preview videos to give users a dynamic look at your app in action.

Here are several innovative strategies for screenshot optimization:

• Mirror Effect: Try using familiar UI patterns that users recognize from popular apps like Instagram. This makes users feel comfortable and more likely to engage with your app.
• Unfinished Process Effect: Use visuals of partially completed tasks to engage users’ psychological desire to complete things. This can be particularly effective for specific app categories like fitness apps.
• Look-Away Test: Ensure that the key message of your visuals is retained even after a quick glance. Users often scroll quickly, so your message needs to be instantly memorable.
• Dark Mode Optimization: Our ASO Specialist notes that dark mode screenshots generally show higher conversion rates than light mode versions.

3. A/B testing for visual elements: Regularly test variations of your app’s icon, screenshots, and videos to identify which resonate best with your target audience and drive higher conversion rates.

Creative thinking is also vital in this process. Instead of directly copying competitors, use insights from human psychology and marketing principles to create unique, appealing designs.

Ratings and Reviews Management

Managing ratings and reviews is essential for ASO because they directly impact an app’s credibility, conversion rates, and search rankings—apps with higher ratings and frequent positive reviews are more likely to rank higher, attract more downloads, and build user trust in competitive marketplaces.

1. Strategies to encourage positive reviews: Implement in-app prompts to encourage satisfied users to leave reviews. Choose the right timing for these prompts to maximize positive feedback.

There is a specific strategy here: implement strategic in-app prompts for positive ratings during the onboarding process for new users. When done delicately, this approach can significantly increase the number of positive reviews.

2. Responding to user feedback: Actively engage with user reviews, addressing positive and negative feedback. This demonstrates your commitment to user satisfaction and can improve your app’s overall rating.

3. Using social proof in app store listings: Highlight positive reviews, awards, or press mentions in your app’s description or screenshots to build trust with potential users.

Our specialist adds an interesting approach he calls “hijacking competitor reviews.”

He suggests monitoring both your app’s reviews and competitors’ reviews to learn what users find positive and negative. Use these insights to improve your app and highlight positive aspects in your store listing. For more information, read Why and how to analyze app store reviews.

Advanced ASO techniques for app store conversion rate optimization

As app developers and marketers try to enhance user experience, boost retention, and increase in-app purchases, advanced ASO techniques guide app users towards desired actions, maximizing page views and ultimately growing the number of engaged users contributing to the app’s success.

1. Custom Product Pages (App Store): Create tailored versions of your app’s product page for different user segments or marketing campaigns. This allows you to highlight specific features that appeal to particular audiences.
2. Custom Store Listings (Google Play): Similar to Custom Product Pages on the App Store, this feature allows you to create multiple versions of your app’s store listing for different countries or regions.
3. Localization strategies: Adapt your app’s metadata, screenshots, and description for different languages and cultural contexts to improve relevance and appeal in various markets.

Our ASO team has a nuanced view of localization. We suggest focusing localization efforts on tier-one markets with proven revenue potential rather than localizing broadly.

For example, Flipster, a cryptocurrency derivatives trading platform, utilized AppTweak to grow its organic downloads and improve visibility in its different markets. Then, it applied its learning to expand into another market in Vietnam. In just four days, Flipster saw a 25.72% increase in app visibility in Vietnam.

There is the importance of analyzing if English might perform better in specific markets before investing in localization. This data-driven approach can save resources and improve ROI.

Measuring and analyzing ASO impact on conversion rates

To achieve your conversion goals and surpass average conversion rates, implement strong call-to-action (CTA) elements, track conversion events, and continuously optimize based on conversion rate benchmarks while also considering user demographics to minimize drop-off rates throughout the user journey.

To gauge the effectiveness of your ASO efforts, focus on these key metrics:

• Impressions, product page views, and downloads
• Conversion rate changes over time
• Keyword rankings

Use App Store Connect and Google Play Console as primary data sources for accurate analysis. When analyzing data, it’s crucial to differentiate between organic ASO results and those influenced by paid campaigns.

Regarding ASO tools, we use AppTweak to see how many downloads we should expect from keywords.

Additionally, allow sufficient time for optimization changes to show results. Sometimes, less frequent updates can yield better results, contrary to the common belief that constant updates are necessary.

Conclusion

Improving your app store conversion rate through ASO is an ongoing process that requires consistent effort and analysis. By implementing basic and advanced ASO strategies, you can significantly increase the likelihood of users installing your app after discovering it in the app stores.

Remember to regularly review your ASO performance, stay up-to-date with app store guidelines, and continually refine your approach based on data-driven insights.

The key to success is maintaining a balanced, data-driven approach while being willing to test innovative strategies that differentiate your app from competitors.

FAQs

1. What is a good app store conversion rate for mobile apps?

While it varies by category, the average app conversion rate on the App Store is 25%, and 27.3% on Google Play. Benchmark your app against your app’s category’s conversion rate average in this blog.

2. How often should I update my app store listing for optimal conversion?

Contrary to popular belief, frequent updates aren’t always beneficial and can sometimes work negatively. Focus on quality updates rather than quantity. Allow sufficient time for optimization changes to show results rather than making constant tweaks. For specifics, read How should you update your app store metadata?

3. Which ASO elements have the biggest impact on conversion rates?

The most critical elements are:

• Proper audience targeting through keyword optimization
• App icon, as it gives the first impression
• App title, which is the second most important element

These elements are the first things users see and play a crucial role in their decision to install or explore further.

4. How can I improve my app’s ratings to boost conversion?

Implement rating prompts while onboarding, but do so delicately. This strategic placement can significantly increase positive ratings and reviews.

Additionally, focus on delivering a high-quality app experience and promptly address user concerns. Consistently positive ratings and reviews can significantly improve your app’s credibility and conversion rate.

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