The question of how to increase the conversion rate is so ubiquitous when it comes to app marketing that it’s tempting to skip the important question: What specific percentage
should I even target? Even though the phrase has long been a buzzword, its meaning remains cryptic to many app makers. This article explains the app metric conversion rate in general as well as particulars such as in-app purchase conversion rate and more. It also provides answers to what is a good conversion rate and what you can do to improve your app’s performance by this criterion using tools such as Asolytics.
What Is App Conversion Rate?
Conversion is generally any desired action conducted by the user. With mobile applications, the most common example of it is a potential user downloading and installing the app. However, there are other events that can be determined based on the main purpose of the product. Here is a non-exclusive list of other events that can qualify as conversion:
- the user inviting friends to try the app;
- an in-app purchase;
- the user booking a flight with a specialized app;
- the user making a post with a social media app, etc.
As you can see, what counts as conversion differs depending on what you want the user to do in or with your app. For most app producers, however, the primary criterion of success is how many people want their product on their devices, which is why they seek to increase app install rates. You can also hear of Google Play conversion rate or App Store conversion rate for Android and iOS apps respectively.
Average App Conversion Rate
“The more, the better” might be a valid attitude, but it isn’t really a strategy. You need to know what is considered a good conversion rate to benefit from advanced analytical tools meant to inform your decision and make your app more compelling, such as ASO keyword ranking.
Like with many success indicators in marketing, there’s no golden standard when it comes to this metric. The threshold for what is considered good varies from industry to industry. For example, a SaaS application with a rate as small as 1% can be considered relatively successful, while mobile games often see 10% conversion due to their addictiveness. Mobile apps for travel bookings are known to have relatively high conversion rates, too. In general, though, 1 to 2% is considered the average, which means a rate of 2% or more is quite strong.
How to Increase App Sales and Conversion Rate?
First of all, you need to know which aspect to target. Consider identifying a number of desirable events in your app and measuring indicators for each. You can then target the weakest of these indicators.
Here are some universal tactics to use in order to achieve greater performance in this respect:
- Work on the first impression your app makes. Use ASO tools to figure out which aspects your audience might not find attractive and improve them.
- Increase visibility by using the right keywords and product categorization.
- Gather and act on feedback from your audience.
Try combining ASO intelligence data with feedback-based strategies, and you will see more desired events in your app.
A Measure of Compellingness
Conversion rate is a key measure of success. It shows you the percentage of potential users who do what you want them to do when it comes to your app. If you wonder how to increase this indicator, utilize smart ASO tools to learn what your conversion rate is and improve it based on customer data.