- SplitMetrics’ study of nearly 200 apps and over 3,500 A/B tests on the Google Play Store and Apple App Store shows that small changes make a big difference to an app’s success
- A clear and simple icon background can increase conversion rates by over 26% compared to more cluttered designs
- Thinking about launching in China? Red branding can give you an edge, increasing conversion rates by 5% compared to any other color.
- You only have two screenshots to make an impression – half of users make a decision after scrolling through two images, and only 7% see the fifth screenshot.
- Seasonal updates are key – Shopping apps see up to a 14% increase in conversions through regular ASO updates around holidays, special offers and other relevant seasonal events
New research from SplitMetricsan app growth solutions company, has found that apps that optimize icons can attract up to 25% more users. The findings are part of a new report, ASO Benchmarks & Mobile Trends Report 2024in which almost 200 apps and over 3500 A/B tests in the Google Play Store and the Apple App Store were analyzed.
The study found that the average mobile icon has a conversion potential of up to 25%, with some apps showing even more dramatic growth in tap-through rate (TTR). Financial apps in particular can increase their conversion rate by an average of 12% when they incorporate bold colors into their icons and screenshots. Vibrant graphics encourage users to explore product pages in more detail, with average dwell time increasing by 1.35 seconds or more.
App icons with a clean and simple icon background tend to perform better, seeing a conversion rate increase of over 26% across all categories.
While blue remains the predominant icon color for financial apps at 43%, research suggests that red can be a powerful choice for targeting the Chinese market, with an average conversion lift of 5%.
Nearly half of app users only look at the first two screenshots and only 7% look at the fifth screenshot in the App Store listing, suggesting that the first two screenshots are the most important when it comes to attracting new users.
The study also found that seasonal App Store Optimization (ASO) updates around holidays, special offers, and other relevant seasonal events can increase conversions by up to 14% on shopping apps.
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.
“Our research shows how app developers and marketers can achieve significant increases in user engagement by making very small changes to their storefront. The challenge is understanding where and how to make those changes. That’s why the testing we’re doing is so important, as it eliminates some of those unknowns.
“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.”
