New research from app growth solutions company SplitMetrics has found that apps that optimize their icons can attract up to 25% more users. The findings are part of a new report, “ASO Benchmarks & Mobile Trends Report 2024,” which analyzed nearly 200 apps and over 3,500 A/B tests across Google Play and the Apple App Store.
Research has shown that an average mobile icon can increase conversion rates by up to 25%, with some apps seeing even more dramatic increases in tap-through rate (TTR). Finance apps in particular can see a significant average 12% increase in conversion rates by incorporating vibrant colors in their icons and screenshots. Vibrant visuals encourage users to explore product pages more deeply, increasing the average dwell time by over 1.35 seconds.
App icons with clear and simple icon backgrounds tend to perform better, increasing conversion rates by over 26% across all categories.
While blue remains the dominant icon color for finance apps, making up 43% of the top apps, research shows that red can be a strong choice when targeting the Chinese market, with an average 5% increase in conversions.
Nearly half of app users only view the first two screenshots, and only 7% view the fifth screenshot shown in the app store listing, indicating that the first two screenshots are the most important in acquiring new users.
The study also found that seasonal App Store Optimization (ASO) updates aligned with holidays, special offers, and other seasonal events can increase shopping app conversions by up to 14%.
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Max Kamenkov, CEO and co-founder of SplitMetrics, commented on this: “Our research shows that even the most seemingly small details in app marketing can make a big difference. What may seem like small decisions like color, font type, and icons can mean the difference between whether an app survives or dies in this competitive market.”
“Our research shows that app developers and marketers can significantly improve user engagement by making small tweaks to their storefront. The challenge is understanding where and how to make those changes, which is why the testing we did is so important because it eliminates some of those unknowns.
“Every app and brand is different, and A/B testing can help you find what works best for your app. Once you've implemented changes, it's important to continue to monitor and optimize. Ultimately, a one-size-fits-all strategy doesn't work in app marketing; you need a thoughtful, flexible strategy where every little detail matters.”