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CRO Strategy That Works For Any App Store

Conversion Rate Optimization (CRO) is something that intrigues me a lot. Firstly, because for the same amount of traffic, you can convert more users. Secondly, when it comes to expanding the user base of a product through organic means, increasing the organic traffic can turn out to be a difficult and time-taking process, whereas CRO can show results more quickly.

The story is the same for mobile apps as well. To increase overall organic traffic, if I opt to play around with the keyword strategy of an app - that might or might not improve the volume in the immediate future. But if I'm able to improve the percentage of users visiting my product page and then installing the app, that would help me capture more traffic without even touching my keywords. Also, the algorithm of many app stores takes store conversion rates into consideration while ranking apps in search results. So, if users are converting more on X (app) listing than Y (app), the chances of X ranking higher are more.

But converting a higher number of store visitors into installers takes a lot more than just highlighting key features/USPs of your app in screenshots. You should follow the CRO checklist below to achieve an improved impression-to-install conversion rate:

✅ Keep screenshots relevant, clear, value-focused, and prioritize what's more important first.

✅ Social proof screenshots by highlighting testimonials, awards, achievements etc.

✅ Follow store policies to win the trust of your target audience.

✅ Maintain visual brand consistency.

✅ Personalize store listing with the help of localization and persona-based content.

✅ Reply to reviews with personalised messages.

✅ Avoid collecting user data that won't be useful for your brand.

✅ Leverage seasonal opportunities in your market and promote your offerings in app stores.

These steps are easy to understand and implement. If you follow them correctly, no wonder you will start seeing improvement in your app store conversion rates. In case you are sceptical about making changes to your store listing, you can always A/B test these elements. Considering Apple will soon launch product page A/B testing in the coming months, and Google already allows store listing A/B tests, you can compare different variants of your store listing based on the CRO checklist above and see which version works the best for you!

Tip - Don't apply all the changes in a single go, as that would make it difficult to attribute which change made what impact.

Found these techniques helpful? Let me know in the comments!


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