A Guide to Mobile App Conversion Rate Optimization

Mobile conversion is a hot topic as it is linked to business revenue. CRO, or conversion rate optimization, is about talking your prospective customers to the buying stage in a sales funnel. Not only in sales, but CROs play an important role in mobile apps.

As per Statista, there are approximately 3.48 million apps in the Google Play Store and 2.22 million apps in the Apple App Store, and standing out is daunting.

To increase your mobile app conversion rate, as a business owner, you need to have an amazing conversion rate on mobile apps by understanding your user’s needs, wants, and much more.

Let’s discuss in detail improving the mobile app conversion rate.

What is mobile app conversion?

Mobile app conversion is considered when an app user takes action in the sales funnel, meaning when a user engages with your app, adds items to a cart, downloads your app, or purchases something in a sales funnel.

By measuring these conversions, you can get details about your users, like how users engage with your app, what they are looking for, how you can make them buy from you, and much more.

In other words, the mobile app conversion rate is the number of visitors who see your mobile app in the play or apple store and install it. It is a way to increase business revenue without raising any other costs.

It has a different meaning for diverse business segments, such as for some, it is an increase in subscribers, and for other in-game purchases.

Why more traffic from Mobile than Desktop?

People constantly use their spare time on mobiles while waiting, travelling, or multitasking, such as surfing while eating lunch. What matters most is what they do with their mobile devices.

Customers are using their smartphones to research physical stores, checking online offers while physically present in the store. They’re even negotiating the best deals in stores based on online research, where stores guarantee the lowest price.

The App Store’s Average Conversion Rate

In 2021, the average mobile app conversion rate in the Apple App Store in the United States was 30%. This statistic, however, varies hugely between categories and should be treated with caution. The category with the highest mobile conversion rate, for example, was Photo & Video, with a CVR of 76 percent. The Games category, on the other hand, had the lowest average conversion rate, with a CVR of 5.1 percent.

Google Play’s Average Conversion Rate

The average mobile app conversion rate on Google Play in the United States was 33% in 202, which was higher than the average CVR on the App Store, which is 30%. On Google Play, the map and navigation category had the highest CVR of 52.8 percent, while the Lifestyle category had only 9.4 percent.

What is called a good conversion rate, and how to calculate it?

If the conversion rate is above 2%, it is considered to be impressive. But there is no standard fixed conversion rate; it varies per country, industry type, and services offered.

Calculating a mobile app conversion rate is quite simple. It can be calculated by dividing the total unique apps installed by page views and multiplying it by 100.

Conversion Rate= (Conversions/Total visitors via mobile) * 100.

What are in-app micro and macro conversions?

There are two different types of mobile app conversion: micro and macro. Micro conversion has less importance, for example, signup, add to cart, etc. Macro conversions are directly tied to revenue, for instance, when customers buy anything.

Thus, conversion rate optimization concentrates on macro conversions as they directly influence revenue.

How to increase your mobile conversion?

Make the app simple to install

If a potential customer is undecided about converting, even a minor hindrance will impede them. As a result, make sure the procedure is as simple as possible.

Your conversion rate is greater if you ask for fewer personal data. As a result, your forms should be clear, simple, and workable, requiring only the most basic information, establishing a trusting environment, and providing support information. This aids in the reduction of the possibility that your customers feel it is a daunting task to download an app.

When a user is on your app and sees something and makes an instant decision to buy it, giving them the option to buy it in one or two taps will boost conversions tenfold. Thus, make your payment process easier as the more challenging the payment process, the less likely is the possibility that they will buy from you completing the payment process.

Create a memorable app icon

Remember that your app may never appear on its own. Rather, it’ll always be surrounded by a crowd of others, so making it stand out from the rest is critical.

That isn’t difficult because many groovy apps have shabby icons, which is a lost opportunity. Thus, turn that into a win-win situation for you.

Optimize for first impressions

You must take not more than 5 seconds to convince people about your mobile app. In addition, your content must encourage customers to download the app rather than confuse them. Thus, it is best to concentrate on creating the first impression by personalizing the app as per app store guidelines.

Advertise your iOS/Android separately

Both Apple and play store interface is different as google users focus on feature chart, whereas apple store users check the screenshots gallery and enable you to display videos automatically. Thus, you must market your app differently on both platforms to improve conversion.

Optimize your app store searches

Your app must appear if users search for it, and optimizing it is a way to increase mobile app conversion using icons, proper descriptions about your app, and screenshots. Try to bring your app to the first position. If the app is in the first position, the chances of conversion are higher. So, you must focus on keyword density and add keywords in the title, description, etc., accordingly.

Focus on your target market

Focus on your target audience, who are most likely to convert. Use social media channels and marketing practices, monitor campaign conversion rates, and implement strategies that deliver the best results.

Use split-testing tools

AB testing tools let you figure out what works for you, meaning you get the chance to simultaneously implement two different wireframes, images, content, tagline, etc., to gain insights about how to increase conversion rate.

Description

To increase the conversion rate of your mobile app, concentrate on the writing, compelling first two lines of a narrative. You can also create a sense of urgency by confining the duration of the pricing discount.

Segment your audience based on their interest

Your mobile apps must segment their audience having similar pain points. Once that is established, they can develop messaging across multiple touchpoints that work together to demonstrate how the app solves those issues.

Make sure your app has a simple UI/UX

Gone are the days when mobile app conversion was dependent upon various factors. Instead, these days simplicity and minimalism design are crucial for a successful mobile app. Ergo, you must focus on important mobile app features like an easy-to-use user interface, crisp mobile description, and app icon.

Your app layout will decide whether customers keep the app or uninstall it, so it is best if you can offer an unbelievable experience to your users.

Use content to promote the app

While marketing the initial installation of your app, the best way is to use a wide variety of content. Because it pre-frames your ultimate goal to the customer, employing people in ads and even displaying screen recordings within an app greatly enhances conversion rates and retention.

Use of push and in-app notifications must be in the right manner

To improve mobile app conversions, you must take care of the notifications. Send important and appropriate notifications to the user as too many annoyances them, resulting in uninstalling an app.

Leverage localization

Geolocation, buying pattern, geofencing, etc., improves mobile conversion rate. It is also best in terms of adapting the app’s messages, design, and features to diverse countries and their languages.

Live Chat

Live chat is preferred by 75% of online consumers over any other channel. It’s easy to see why customers can get help 24/7 via a live chat tab on a website. Having a live chat on your mobile site is just as important as on your desktop website.

Use HD screenshots

Screenshots must be clear as they tell a story about your app. So, always use HD images so your users can understand what your app is all about in 3-4 screenshots.

Add visuals to your app store listening

To enhance your mobile app conversion rate, minimizing the word content and adding more visuals is best. The content you use in the mobile app must significantly impact your user. Going with long-term content is not the right approach as it is best for SEO to rank your rite. Thus, keeping crisp and short content is best to let users easily navigate using your mobile devices.

Tell your audience about the value proposition clearly

Show your customer some value right away without forcing them to register or buy anything. When it’s time to require registration or payment, make sure it’s a user-initiated process. They will comprehend why they are being asked to buy or register in this manner. Specify that the conversion comes with an instant in-kind reward or added benefits.

CTA

Increase the size of the CTA buttons because a large button on a desktop may not always translate to a large button on a mobile device. The CTA button may be much smaller at times. Moreover, when a CTA button takes up the entire mobile screen, people are much more likely to click it.

Optimize your app for speed

Page load speed is one of the most significant aspects of transforming users. Thus, reducing the time to load a page brings more conversions.

You must deconstruct and lean out your website so that it can load in a decent length of time for your potential customers

Because speed isn’t the most important determining factor, having a fast mobile site doesn’t guarantee first place. A slow site, on the other hand, is quickly relegated because it is directly related to UX.

App reviews

Increasing the number of reviews is the best way to enhance conversion rates by ensuring that the app does exactly what it says it will do. This guarantees that the app receives a steady stream of positive feedback.

Psychological Triggers

FOMO (fear of missing out), limited supply, and urgency are psychological triggers. Using these 3 marketing tactics strategically in your on-page marketing and promotions can become very effective.

E-wallet Payment Method

Lack of payment methods accounts for 7% of online buyers rejecting shopping carts, while payment distrust accounts for 17%. Buyers want to know that their persona and account details are safe.

Trust Badges

People will not buy from a shady website, regardless of how much they desire to buy the item. You’ll need to earn their trust that mobile devices account for more than half of all internet traffic.

Placing trust badges like industry awards, credit card trust logos, and customer satisfaction badges are one of the most effective ways to build trust. Make sure they’re easily observable, especially on the checkout and shopping cart pages.

In the End

The mobile app conversion rate is not magic. That will happen at a rate of knots and makes your app a hit. It is a process that will take time, giving you alerts regarding the performance of your current strategies so that you can make changes accordingly. As an app owner, you must comprehend what works well in conversions.

If you are unhappy with your app performance, you must try these top strategies to improve your mobile app performance, but they require time and effort from you.