Reviewing App Store Page Conversion Rates

I was reminded recently (thanks, Daniel Alm) of how important it is to review your app’s App Store page conversion rate…

What is the App Store page conversion rate?

It is: the percentage of customers that view your app’s “page”, in the store, and then go on to download it.

Note: that means actually selecting to view your app’s individual page; showing up in the search results list doesn’t count as a view of your app.

At a first glance this topic might seem simple: you want a high conversion rate and, by extension, if your conversion rate is too low you’ve got a problem.

Whilst that’s true, I think there are aspects surrounding this conversion rate that are worth consideration…

This is a sales process. The purpose of your app’s page is to convert a potential customer into a download. Whilst we are restricted with what we can do in the App Store, as compared to say, a regular web page, it’s still useful to think about approach it in this way.

Whilst I’m no expert the Internet is full of information on this subject. That said, here are some of the basic things to think about:

  • What will potential customers see first? Visually, the icon, app name and 1st screen shot/preview video attract attention – do they communicate a reason to download your app?
  • Is that reason clear? Are you communicating benefits or features? People don’t buy features…
  • How does that look from a search results page?
  • What do you know about the search terms your app ranks for in the store? Does your page communicate solutions that match these problems?

Monitor the conversion rate between versions. This is more obvious if you were actively trying to improve your conversion rate by changing the App Store page, but what if you weren’t?

Did you add a preview video or change your screen shots? A slight change to the name shown in the store? Or the icon?

Be sure to line up App Analytics queries with changing product versions to check if anything has changed.

How might we go about improving the conversion rate? Whilst we can’t do A/B testing in the App Store, as mentioned above, we can still monitor changes between versions.

Additionally, we can do regular usability testing on our App Store assets before making a change. For example, if you’re thinking about changing the first two screen shots along with the title, mock up two or three different versions and then test them on people.

Show them a version of the assets and then ask: what problem does this app solve? Or, why should you download this app? This type of testing can be very revealing.

Is this high priority work? It’s good to know whether or not you have a conversion rate problem. Addressing a conversion rate problem could be the highest priority work for your app, with respect to improved downloads/sales.

What’s more, the conversion rate is especially important if the majority of your traffic comes from search, as potential users are considering your app for the first time and so you only have the App Store page to convert them.

Conversion rate numbers for Reminder+

The origin of this post was a reminder to look at the conversion rate for Reminder+ (App Store link).

The following numbers are for the lifetime of v2.0 of the app (26th August 2015 – 17 March 2016):

  • Version 2.0
  • App Store views: 3735
  • Downloads: 1300
  • Conversion rate = 34.8%

I’ve heard that between 20% and 50% is a reasonable guide of acceptability for free apps, so 34.8% is not too bad…

However, consider the numbers for the previous version, between 1st April 2015 (when App Analytics started) and 25th August 2015:

  • Version 1.2.2
  • App Store views: 2192
  • Downloads: 1042
  • Conversion rate: 47.5%

That’s a significant drop in performance, worth consideration.

Note: I’ve updated the Reminder+ numbers page to include the App Store conversion data.