oliver
130 lines
4.9 KiB
Markdown
130 lines
4.9 KiB
Markdown
# ASO Benchmarks & Conversion Data
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Industry data from AppTweak, SplitMetrics, Sensor Tower, and others. Updated March 2026.
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## Conversion Rate Benchmarks by Category
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**Average CVR (page view to install):**
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- iOS overall: **25.0%**
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- Google Play overall: **27.3%**
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| Category | iOS CVR | Google Play CVR |
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| ----------------- | -------------- | --------------- |
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| Navigation | 115%\* | -- |
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| Auto & Vehicles | -- | 70.5% |
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| Business | 66.7% | -- |
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| Music (Games) | -- | 45.0% |
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| Utilities & Tools | -- | 36.8% |
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| Shopping | -- | 27.7% |
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| Health & Fitness | -- | 23.2% |
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| Finance | -- | 19.7% |
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| Food & Drink | -- | 13.1% |
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| Games (Board) | 1.2% | 7.3% |
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| Games (overall) | 3-5% realistic | -- |
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\*Above 100% = some users install from search without visiting product page.
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Source: AppTweak 2025 Benchmarks Report (H1 2024 data, US market)
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## Rating Impact on Conversion
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| Rating Change | Conversion Impact |
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| -------------------------- | --------------------------------------- |
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| 3.0 to 4.0 stars | **+89%** |
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| 4.0 to 4.5 stars | **+20-30%** |
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| 4.3 to 4.6 stars | **+22-28%** (Finance, Health) |
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| 0.4-star gap vs competitor | **~25% lost installs** from same search |
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| 3-star vs 5-star app | **50% fewer conversions** for 3-star |
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**Critical thresholds:**
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- **4.0 stars** = minimum for Apple featuring, user trust, conversion viability
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- **4.5+ stars** = optimal zone. Sweet spot: 4.1-4.9
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- **5.0 stars** can look suspicious to users
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- **Below 3.5** = sharp visibility drop on both stores
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- **79% of users** check ratings before downloading
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- **50% reject** apps below 3 stars
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Sources: AppFollow, MobileAction, Sensor Tower, Troof.ai
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## Preview Video Impact
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**iOS:** +20-40% conversion lift (video autoplays on product page)
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**Google Play:** Minimal lift (only ~6% of visitors tap to play)
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- Autoplay introduced in iOS 11 caused **+47% conversion jump**
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- Users who watch video are **2x more likely to install**
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- Average watch time: **4-6.5 seconds** (first 5 seconds are critical)
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- 50%+ of viewers watch to the end
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**Takeaway:** Video is high-ROI on iOS, low-ROI on Google Play.
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Sources: StoreMaven, SplitMetrics, Leanplum
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## Screenshot Impact
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- **90% of users** do not scroll past the 3rd screenshot
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- Average scroll rate: only **17%**
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- Users spend **6-10 seconds** scanning before deciding
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- **First screenshot decides everything**
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- Well-designed screenshots lift conversion **20-35%**
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- A/B test winners see **10-25% improvement**
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- **Optimal count:** 4-5 for utility apps, 5-6 for complex apps
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- More than 6: diminishing returns, can cause decision paralysis
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- Top 200 apps update screenshots **2-4 times/year**
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- Top Google Play games update visuals **up to 8x/year**
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- **57% of top games** A/B tested screenshots at least 2x in 2024
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Sources: AppTweak, ASOMobile, Sensor Tower
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## Custom Product Pages (Apple CPPs)
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- Average conversion lift: **+5.9% for apps**, **+3.5% for games**
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- Best cases: up to **+8.6%**
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- Organic referral: **+2.5 percentage points** (156% lift vs 1.6% baseline)
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- Apple Ads CPP CVR: **55.8% in 2024** (up from 42.1% in 2023)
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- **Only 31% of apps** and **26% of games** use CPPs (low adoption = opportunity)
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- Screenshot reordering alone produced **+16.6% installs** in one case
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Sources: AppTweak, SplitMetrics, MobileAction
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## Custom Store Listings (Google Play CSLs)
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- Up to **50 custom versions** per app
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- Case study (Lockwood/Avakin Life): **+57% CVR** over 2 months
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- Can target inactive/churned users (28+ days no activity)
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Source: Phiture, MobileAction
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## In-App Events (Apple)
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- **55% of top 200 apps** use them regularly
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- +**15-20% more impressions** from editorial/browse placements
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- One case: **+124% surge** in total impressions
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- One case: **+50% impressions AND first-time downloads**
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- Search CVR uptick: **+10.3%**
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- Re-downloads increase: **+15.5%**
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- **Boost is short-lived** -- KPIs drop to baseline when event ends
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- Optimal: **2-4 active events per month**
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Sources: Phiture, AppTweak, Appalize
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## Promotional Content (Google Play)
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- Apps with featuring see **2x explore acquisitions** (official Google)
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- +2% 28-day active users and +4% revenue on average
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Source: Google Play Console documentation
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## A/B Test Impact Thresholds
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| Improvement | Classification |
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| ----------- | ---------------------------------- |
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| >10% | Strong winner -- apply immediately |
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| 5-10% | Meaningful winner |
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| 2-5% | Marginal winner |
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| <2% | Noise -- not significant |
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Source: SplitMetrics, MobileAction
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