There are different ASO metrics but Conversion Rate is one of the most important ones. It tells app marketers and developers, how the listing is working in terms of “performance”. There are 2 “types” of app stores Conversion Rate:
- Conversion Rate to Visit – The number of people that are browsing the app stores and decide to visit your product page.
- Conversion Rate to Download – The number of people that visit your product page and decide to download your app or game.
What’s our main goal?
Sure, to drive as much traffic (visits) as possible, and convert them to users by installing our mobile app. But that’s not all, as we don’t want these users to just download the app, we would like them to use it. That’s another important goal but in this post, we will show you how to improve Conversion Rate to Visit and Conversion Rate to Download in the app stores.
How to Improve Conversion Rate on the app stores
Pay attention to your audience
If we want to improve our product page’s efficiency we need to understand users’ behavior, that is, the journey they do from the moment they enter App Store or Google Play until the moment they install an app. It may be difficult to keep track of everything, but knowing their interaction patterns with our content will help us optimize the app store listing and, therefore, increase conversion rates.
It takes just first three or four seconds for most users to decide whether to install an app or not.
We can define two types of visitors:
- Decisive visitors – those who decide to download, or not, based on graphics and visual assets, without engaging with the product page.
- Exploring visitors – the ones who browse and read the content in order to make an informed decision.
The majority of users tend to show decisive behavior. To grab these users’ attention, we should describe what is our app about, what it does on the first layout, and we should use the graphic elements for it: Icon + Feature Graphics + Screenshots + Video on the Google Play Store; and Icon + Screenshots + Video on the Apple App Store.
Users usually don’t tap on the “read more” button, as they hope to get all the information they need within the first and second lines of the text.
So, highlight the most important features the app has to offer by using relevant keywords that will also generate better search rankings on Google Play.
It’s also important to take into account that behavior patterns are different depending on the operating system. Google Play users usually show more decisive behavior than Apple App Store users. Moreover, each store is different so we need to plan our strategy according to that, because what works on Google Play isn’t necessarily good for App Store ASO.
Read more: ASO on App Store vs. ASO on Google Play
What do we need to optimize to improve Conversion Rate?
Here are the key elements that will get people visiting your product page: App Name / Title + Icon.
Note, an icon is one of the most important factors to improve Conversion Rate to Visit.
Then, you should focus on optimizing the assets the user will see when they first enter the listing. This covers all ASO On-Metadata factors, such as:
- Icon and Title / App Name. They are the first factors that are taken into account while browsing the app store, so they need to stand out, as we want users to visit our product page and interact with it.
- Average Rating. It will form a first opinion of the user, so try to keep it high by having a good product! A good average rating (and a good amount of user ratings) will also help to improve visibility on the stores.
- User Reviews. It’s one of the most popular factors when it comes to making decisions. Other users’ experience is almost definitive to decide whether to install an app, or not.
As mentioned before, Google Play and App Store have different layouts, so we need to optimize our product page separately for each one of them. The most significant differences are:
- On Google Play, the Feature Graphic, as it is the first thing the user views.
- On App Store, the Screenshot Gallery, as it is the main source of visual information the user has.
All videos play automatically on the App Store, so users are exposed to the video and it’s more frequent that they watch it. However, they might just see the first seconds, so explain your app’s value and why the user should download it within more or less three seconds.
On the other hand, videos on Google Play don’t auto-play, so only a minority of visitors play it. Some of the tips you should consider while producing your video are to keep it short, use a convincing message from the beginning and don’t rely on sound, as users might not listen to it.
The Screenshots Gallery is one of the most important visual features, so we should optimize and consider all the possibilities. On the one hand, a layout can be displayed in several orientations:
- portrait or hybrid
- regarding style options, a feature-oriented screenshot, a lifestyle-oriented one or a combination of both.
A/B testing: Your key to success!
A/B testing is an approach that lets us experiment between two (or more) options to choose the one that gives better results in terms of performance (visit/download). It consists of splitting our audience into equal groups and show them different variants of one element. Each group represents the whole audience, and we can measure how an average user behaves. By changing just one element, we can determine whether we should change to that variant or to stick to the original plan.
There are a few steps to follow when doing an A/B test:
- Brainstorming: define what should we test and what are our goals (formulate a hypothesis).
- Variants: Once we have the hypothesis, we think about the elements we will be testing.
- Test: Now it’s time to split our audience and show them two variations of one page.
- Analyze and review the results we obtained and determine which option had a better performance according to what we expected.
- Apply (or not!) the variant.
- Keep testing! Remember that’s an ongoing process and we have to run tests continuously.
The best for us would be to get significant results on the first try, but it may be difficult to nail it so we have to consider everything: minimal changes, a bad research or bad goals…
Also, when it comes to tools to do that, you can go with Google Play Store Listing Experiments. However, it’s only for Google Play developers, so it’s not possible to measure iOS users’ behavioral patterns. Another inconvenience of that tool is that you can only run one test at a time and only with apps that have already been released. In contrast, SplitMetrics and other related tools represent an alternative that lets us test both operating systems, run several tests at the same time and experiment before launching the app.
In our opinion, the elements that should be A/B tested are Icon, Feature Graphic, Short Description (Google Play), Promo Text (App Store), Screenshots and Video.
Did you know that TheTool users can track conversion rate per day per country? Check it out!
What can we A/B test?
Almost every single element of our product page can be tested, but here you’ll find the ones that will have a significant impact on Conversion Rate Optimization (CRO).
Icon is the first element people see when they browse the app stores or when they compare our product with others. An icon is a piece that should stand out and connect with users.
Feature Graphic (Google Play)
This is the first image users see when they visit an app store listing on Google Play, so it has a lot of impact in terms of Conversion Rate to Download. Do you have a good amount of traffic in your Google Play app or game but a low Conversion Rate to Download? A/B test the feature graphic!
Screenshots are (mostly on the App Store) the visual asset we have to optimize the most, as in most cases they are the only source of information people use to decide whether to install an app or not. Thus, it becomes a key aspect for search, search ads and the app page.
Previously we wrote about how to optimize them, but keep in mind that they have to reflect the product and engage with users. Try several combinations: changing the order of the screenshots, a mix of actual captions and experiences…Even the orientation can affect on users’ behavior!
Short Description (Google Play) and Promo Text (App Store)
Short Description on Google Play and Promo Text on App Store are textual fields that help improve Conversion Rate to Download. In the case of Short Description, it also helps the app rank better on Search. What are you waiting for start A/B testing Short Description?
It may be interesting: How to Optimize Title, Short Description & Long Description for ASO in Google Play Store
Not everybody watches a video but if they do, it means they are really interested in what your app offers. The “poster frame” that acts as a first screenshot before the video plays is also another factor to consider.
Test different options to make an attractive video that connects with your audience and get more downloads!
To sum up
As we now have seen, the key to a good conversion rate is to connect with your audience. Learn their likes and dislikes are, and that will help you optimize your product page and, therefore, boost downloads. Moreover, test every aspect that you think it needs to improve in order to see if people like it better or if it was already ok. Optimizing is not a process to do once, you need to keep experimenting and constantly optimizing, as there’s always room for improvement!
We hope these tips and techniques helped you in improving your product page Conversion Rates! Let us know how it goes, and if you have more tips share it with us! ?
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