Mobile Marketing Masterclass


Conversion Rate Optimization (CRO)

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What is Conversion Rate Optimization?

Conversion Rate Optimization is a sub-task of App Store Optimization. Its goal is to increase the ratio of people who download an app after visiting this app’s product page on the App Store or Google Play Store.

The way to increase the conversion rate is to design the visible metadata elements in the best possible way. They have to be:

  • relevant: The metadata of an app should be connected to the problems it solves and the benefits it provides. So texts and screenshots should contain important keywords that people use in search.
  • guiding: Texts, as well as visual creatives, must tell a congruent, reasonable story to guide users’ thoughts. But they also must guide viewers visually by forcing their eyes to the components that explain the texts’ or creatives’ purpose.
  • beautiful: Metadata should look great and draw users’ attention towards it. But it also most be easily accessible. That means that text should be easy reads with short sentences and simple vocabulary, and visuals should have good contrast and not be overloaded.

The Importance of Metadata Elements

Metadata elements differ in their importance for CRO, because they impact users’ decision-making process differently. A 2016 survey shows that more than 50% of users take ratings & reviews as well as the app description into consideration. For 24%, videos are important, and ca. 22% value the app title. Screenshots are interesting for only 19% of users, and only 18% care about the app icon.

Here is an overview about the metadata that is important for CRO:

Technical Conversion Rate Optimization

Besides the optimization of the visible metadata, app owners also can improve conversion rates by taking care of technical factors.

For instance, the data weight of the app’s install file is a crucial factor. The bigger the file is (or the more megabyte it has), the less people will download it. The reason is that many people especially in developing countries do not have access to wifi. But downloading big apps via their mobile plan would cause enormous costs Thus, they refuse to download it at all.

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