“What is a good conversion rate for my application?”
This is a question app marketers ask themselves each time they consider optimizing their app’s performance. Everyone wants to know how conversion rate—the percentage of people who finally install the app after visiting the app’s page within the store—compares to the average rate of the competition. After tracking app store page views and conversion for over 6 million users, the app store A/B testing platform SplitMetrics is sharing conversion rate benchmarks for categories. This allows you to get an idea of how apps within different categories perform. The data across seven categories provides an accurate starting point for optimization.
Average conversion rate
App publishers see an average conversion rate of 26.4%. This number varies across categories, products, and ad channels, but the this is the average.
This seems like a strong conversion rate since it considers all traffic sources like organic, cross-promotion, and paid. Stay tuned for more data on conversions across categories and their peak numbers. Teaser: the majority stay somewhere in the range of 20%, but we have seen app publishers achieve 80%+ conversion rates for their app.
Conversion rates for different App Store categories
Music is a rating leader with a conversion rate of 32.48%. This is well above the total average of 26.4%. This might be natural because if you are looking for a certain type of radio or karaoke app, you are more likely to install it.
Travel and Health&Fitness installs are the average, with 26.24% and 25.64% respectively. The selection is huge, but app publishers within these categories manage to handle the competition.
Social Networking, which topped the list of fastest growing categories in 2014, is 10 percent behind with 17.08%. The number of Social Networking apps is growing along with the demand for it.
Education and Games categories have similar conversion rates of 13.71% and 13.29% respectively. The competition within the Games category is fierce, and the number of games is skyrocketing. Therefore, apps in this category get lots of interest and traffic, but not as many installs. This fact ensures the lowest conversion rate among categories.
How to use benchmarks
These numbers can help you compare your conversion rate to the category average, but you should take into account all the factors that go into this rate.
Sometimes, there are extreme values within one category. The highest conversion rate for the Games category is 81.71% and the lowest is 0.36%. The traffic source is what matters most. If you send visitors from Facebook, they are prepared to see your app store page. When you do cross-promotion, people are not really happy about seeing an ad or needing to switch to browsing through your listing. Facebook converts users 3X better than cross-promotion.
This data helps you get a general idea of the industry landscape, but it is just a starting point. You will also need to test, experiment, and learn.
Tips on how to improve conversion rate
Optimizing your app conversion means creating a great app store experience. It requires an appealing store page. The most important elements of your app product page are:
- Short Description
Icon that Stands Out
Start optimizing your app presence with your icon. Choose one soft color and avoid busy space—nothing should distract users from the main element. You can check its performance next to your competitors in search result with a search results test.
Screenshots that Sell
Screenshots are the strongest visual element of your app store page. Try not to make them overcrowded with tiny elements; they should be easy to perceive on a phone screen. Choose an easily readable, large font as many visitors don’t bother to open a full-screen gallery and instead just watch the thumbnails.
Straight-to-the-point Short Description
Less than 2% of users open full description. This means that you have just a few lines to convey your main point. Try starting with different introductions including core benefits, social proof, or storytelling.
Video is the most controversial element of an app store page: there is no proof that it increases conversion rate. Sometimes it can even decrease it. If you’re a game, you really need it. But you need to remember to make it really good, otherwise it won’t help you. For other categories, you need to test it. An easy hack to do this cheaply is to record a screencast with QuickTime. Then check if people even attempt to watch it and how it impacts conversion.
You can test out your icons, screenshots, description, and video with mobile A/B testing tool SplitMetrics. This tool allows you to create a mobile web page that is a complete copy of your app store page. Then an A/B test shows you which titles, screenshots, icons, and descriptions convert more visitors.
While it may seem that all apps are created equal, we know that the app category, traffic source, and app content matter. These factors have a huge impact on how many people end up downloading your app. As you’ve seen, install rates differ a lot. SplitMetrics helps you understand user on-page behaviour and discover the elements of your store page that resonate with your audience, ultimately bringing you more conversions.
With literally millions of apps in the app store, you really need to make your app stand out. Sure, if you have a budget you can run a burst campaign or do one of the many forms of paid promotion. But, in addition to being a key part of app marketing, ASO can help your app generate more organic installs, making your business more sustainable.