A new study by SplitMetrics found that optimizing app icons can lead to up to 25% higher user acquisition.
These findings come from the latest ASO Benchmarks & Mobile Trends Report 2024, which also showed that mobile icons have the potential to increase conversion rates by up to 25% on average, with some apps seeing even more significant increases in tap-through rates (TTR).
Especially for financial apps, the use of strong colors in the icons and screenshots can improve the conversion rate by an average of 12 percent, it is said.
App icons with a clean and simple background tend to perform better, seeing a conversion rate increase of over 26% across all categories.
While blue remains the most popular icon color for financial apps at 43%, research suggests that red can be a powerful choice for targeting the Chinese market, delivering an average conversion lift of 5%.
The study also found that nearly half of app users only look at the first two screenshots and only 7% get to the fifth screenshot in the App Store listing.
In addition, the study found that seasonal App Store Optimization (ASO) updates, such as around holidays or special offers, can increase shopping app conversions by up to 14%.
Max Kamenkov, CEO and co-founder of SplitMetrics, said: “Our research shows that seemingly unimportant things can make a big difference in app marketing – what may seem like a small decision about color, font or icon can actually determine whether your app survives or dies in this crowded market.
Kamenkov further emphasized: “Our research shows how app developers and marketers can achieve a significant increase in user engagement by making very small changes to their storefront. The challenge is understanding where and how to make these changes. That’s why the tests we’re conducting are so important, as they eliminate some of these unknowns.”
He added: “Every app and brand is different – A/B testing can help you find what works best for your app. Once you’ve implemented changes, it’s important to continue to monitor and optimize them. Ultimately, a one-size-fits-all strategy doesn’t work in app marketing; you need a thoughtful and flexible strategy where every little detail counts.”
