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Today’s episode talks about the topic of App Store Conversion Rate Optimization(CRO), which is a topic we cover in detail in our recent book The App Store CRO Playbook: How to skyrocket your app store conversion rate.

While many consider keyword optimization to be a key part of ASO(or app store optimization), a more sustainable and critical strategy is app store conversion rate optimization(CRO).

Why?

While it’s possible to understand the impact of keyword optimization on rankings, the impact of keyword optimization on actual installs isn’t always clear. If you rank #1 for a keyword that no one is searching for, it’s of no use whatsoever.

On the other hand, with conversion rate optimization, you improve the efficiency of your funnel overall. All your paid and organic traffic improves significantly.

While keyword optimization has its place, we place a lot more focus and emphasis on conversion rate optimization, which I’ll talk about today. 

I’ll talk about the 4 key elements of a CRO strategy – so you can build a testing plan, and improve your performance significantly. 

1. Icon

Your app’s icon is the first thing users see – and is the first impression users have of your app. Here are a few considerations for generating app icon variants to test: 

Variations: Show visual cues that represent the functionality of your app.

Simplicity: Ensure the icon is not too cluttered. It should convey the app’s purpose at a glance.

Colors: Experiment with different color combinations to see which one stands out best on the app store.

2. Screenshot

Screenshots provide a visual glimpse into your app’s functionality and design.

Here are a few considerations for generating variants to test: 

Captioning: Add brief captions to explain the context of each screenshot. Include more verbs, less adjectives.

Sequence: Arrange screenshots in a logical order, starting with the most important features.

3. Feature Graphic

This is a larger banner image or graphic that highlights your app’s main feature or selling point.

Testing Tips:

Branding: Incorporate your brand colors and logo to maintain consistency.

Call to Action: Consider adding a compelling call to action to entice users to download.

Updates: Regularly update the feature graphic to highlight new features or promotions.

4. Promo Video & App Preview Video

Videos can provide a dynamic preview of your app in action, helping to convince potential users of its value.

Testing Tips:

Length: Keep videos ideally under 30 seconds.

Content: Highlight the app’s main features and benefits. Show real-life use cases to make them relatable.

CTA: End with a strong call to action with an end card, encouraging viewers to download the app.

In conclusion, visual elements like icon, screenshots, feature graphics, and videos are critical for ensuring you’re testing and improving the conversion rates in the app stores. 

A REQUEST BEFORE YOU GO

I have a very important favor to ask, which as those of you who know me know I don’t do often. If you get any pleasure or inspiration from this episode, could you PLEASE leave a review on your favorite podcasting platform – be it iTunes, Overcast, Spotify, or wherever you get your podcast fix? This podcast is very much a labor of love – and each episode takes many many hours to put together. When you write a review, it will not only be a great deal of encouragement to us, but it will also support getting the word out about the Mobile User Acquisition Show.

Constructive criticism and suggestions for improvement are welcome, whether on podcasting platforms – or by email to shamanth@rocketshiphq.com. We read all the reviews & I want to make this podcast better.

Thank you – and I look forward to seeing you with the next episode!