How to Improve App Conversion Rate Optimisation

29 Dec 2021

One of the most exciting things about building an app is when you finally share it with the world. In such a busy market, it can be challenging to get the number of installs that reflect your passion and hard work, which is why focusing on your app's conversion rate, understanding and optimising opportunities, particularly in the App Store, is so significant.

So, if you are struggling with improving your app conversion rate, look no further.

First, let’s discuss;

App Conversion Rate Optimisation

The key objective is to get users to take the "desired action", a simple example of this is when the user sees your app and installs it, another example is when a user already has the app and chooses to pay for a subscription or additional features.

With this in mind, you may also be asking how you can make this level of commitment happen?
Let us introduce you to;

The User Acquisition Funnel

Don’t worry; it’s not as complicated as it sounds, there are five conversion rates to consider when developing an app.


    The point a user sees your app in the App Store either by scrolling through top categories or typing the name into the search bar. Make sure you leave a lasting impression for all the right reasons.

    Store Views

    The moment the user visits your landing page and experiences your App Store Listing.


    The magic button you want everyone to push, a user downloads the app to start using its fantastical features.

    Free Trials

    A chance for the user to experience the benefits an app promises before committing.

    Ad Conversion

    A user pays for a subscription or additional in-app features.

    Why Conversion Rates Are So Important

    App Store algorithms count conversion rates, as well as keywords. If a user downloads your app and pays for a feature or subscription, it indicates that your app has met expectations. If your app appears popular, it will rank higher in the App Store, gaining increased visibility speeds up growth.

    The Role of App Conversion Rate Optimisation

    Apple makes it easy to create the perfect App Store Listing by giving you the tools to create an interactive and stimulating first impression. Take advantage of enticing screenshots, engaging videos, and more customisable settings to stand apart and instantly make people picture themselves using your app.

    The strength of your App Store Listing directly impacts the number of downloads you get, so it's crucial to have an impactful listing to create interest.
    The secret to building the perfect App Store Listing is something we’re hugely passionate about, which is why we have a blog post solely dedicated to this area coming soon.

    This blog post will also cover exciting and exclusive content around Custom Product Pages and how they can enhance your conversions significantly, so make sure you check back for that soon.

    In the meantime, listed below are key areas to pay attention to when dreaming up your perfect App Store Listing.

    App Name

    A great tip is to reflect your app's core features and choose a name that is "searchable" and that aligns with your domain.

    App Icon

    Keep the icon simple and refrain from written text and A/B test different versions.


    You have an additional 30 characters to describe your app to users. We encourage using targeted, descriptive keywords for this section.

    App Previews

    A user will decide whether to download within a matter of seconds. Displaying a video showcases multiple, dynamic messages around your app and why users should install it.


    Screenshots are one of the most critical features in the App Store to utilise; as they are the first thing a user will see when searching for your app. Take the opportunity to make a lasting impression.


    The first three lines in a description are the most important, so focus on your app's features. It's best to keep it simple, short and sweet.

    Promotional Text

    This section of an iOS app page provides information about the app, including short pitches

    Ratings & Reviews:

    Rating and reviews play a vital role in the success of your app. It's not uncommon that users readily download an app based on ratings and positive reviews alone.

    AB Testing is Crucial

    Another vital area to consider is AB Testing, which is a method of comparing two versions of an app against each other to determine which one performs better. This is also something we plan to write a full article on very soon, so make sure you check back for that.
    But put simply A/B testing is an experiment where two or more variants are shown to users at random, and the data collected is used to determine which variation produces a better conversion rate.

    App Store Optimisation should be treated as a continuous process, as there is always room for improvement to increase your conversion rate.
    Avoid getting "too comfortable" as technology is ever-evolving. It's essential to welcome innovation and always strive to improve the user experience.

    If you would like to learn more about how we innovate, read our Starts with Imagination article.

    For more support optimising your conversion rate, or in any other area of your app, please get in touch to discuss your needs today.
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