The marketing industry has always relied on data and statistics in order to prosper. Marketers have become accustomed to the power of measuring every junction in the marketing funnel in order to grow, yet as the world shifted its media consumption habits to mobile, the most important link in the funnel had become a black box, preventing fully optimized conversion rates.

To shed some light on that part of the funnel, we’ll share some app store statistics and best practices based on more than 500M sessions and 4+ years of analyzing the leading developers cross-industry (Google, Facebook, Uber, Zynga, Vinted, WB, HBO, EA and more) to help you regain control of your marketing funnel.


The Role of the App Store

The app store is the last and most crucial point of decision in your app marketing funnel. No matter which channel your visitors come from (cross promotion, organic search, paid campaigns or social media) they all land on the app store and make their decision whether to bounce or install.
Understanding their decision making process and the reasoning behind their actions enables developers to customize their app store messaging, design and layout towards the target audience.


Reduce CPI by optimizing the app store

The app store is the most critical point in the App Marketing Funnel, determining your CPI

Getting to Know your Visitor Flow

The creatives you use in the First Impression determine how many visitors will fall into each category (Decisive or Explorer).

A good app store page is one that has high install conversion rates for both groups.

App Store User Journey

The app store user journey

TIP #1: A good First Impression will increase conversions by 35%

Test your First Impression creative to:

1. Maximize Decisive install rates
2. Increase Explore rates
3. Convince more Explorers to install

The Difference Between Google Play Store and App Store

The differing layouts of Google Play store and App Store change the First Impression and user flow between devices


60% of your visitors won’t scroll beyond your First Impression
50% of your installers make their decision based on the First Impression only
Tell users what your app does in under 3 seconds
Test screenshots, icons and text to find the optimal combination


Make sure to convey your strongest message in the First Impression

Different approaches for the app store First Impression

Customize your First Impression to align with audience expectation


TIP #2: Use different creatives on Google Play and the App Store

The most important assets on iOS are the screenshots. On Google Play, 85% of visitors won’t even see your gallery. They focus instead on the feature graphic and short description.

First Impression in Google Play VS App Store

TIP #3: Different app store layouts require special attention

Every change to the First Impression must get extra focus.

App Store statistics for different layouts

Apple’s App Store layout has several layouts that completely change your user behavior

TIP #4: An app video can increase install rates by more than 25%

Adding a video increases Exploring behavior and reduces Decisive behavior. Visitors who watch the video are 3x more likely to install.

How many of the top 50 apps are using video?

App store statistics for the use in app video for the top 100 apps

The prevalence of app previews in the app stores for the top 100 apps

Ingredients for a great app store video

Come Out Strong
Starting with your most convincing message is key to drawing more engagement and increasing the install rate of users that choose to watch your video.
Engage visitors with subtitles, callouts and timed transition screens that contextualize the rich visual experience without depending on sound.
Keep it short. Every 5 seconds, 10% of your video watchers will drop.
Bear in mind that Apple doesn’t allow customizing App Previews per geo. Make sure to test the effect of the video on each geo.

TIP #5: Design your Poster Frame to act as a standalone screenshot

The Poster Frame is the video thumbnail, which plays a dual role for both Decisive Visitors and Exploring Visitors.

The dual role of your Poster Frame

The Poster Frame should act as a standalone screenshot on the one hand, but create a sense of curiosity on the other

StoreMaven recently worked with Kabam to optimize their Poster Frame for Marvel Contest of Champions by testing 3 different image stills, which ultimately improved install conversion rates by 66%.

Increase app installs by optimizing your Poster Frame

Kabam increased conversions by 66% by testing 3 different approaches for a Poster Frame

TIP #6: Encourage Explorers to continue scrolling along your gallery

  • App Store: The gallery is above the fold and takes up the most significant real estate of the page. The gallery may include up to 10 screenshots.
  • Google Play: Gallery is below the fold, so gallery scroll rates are significantly lower than on iOS. The gallery may include up to 8 screenshots.

Read more about the 3 trending approaches for designing screenshots in our App Store Marketing Guidebook

Panoramic Screenshot Gallery for App Store

Many developers use a panoramic screenshot gallery to encourage users to scroll through the set

TIP #7: Localize your app store content. It’s your lowest hanging fruit

Same language – different affinities
Many countries share the same language, creating the illusion they can be treated as one unit in marketing terms. But that is not the case. For example, countless tests of ours have shown that the UK generally has different winning variations than the US.

Pinterest App Store: US VS UK

Pinterest uses different screenshots in the UK and US stores, to align with the different climate and style


Localizing stores is one thing. Culturalizing them is a whole other story

  • Localization = translating the text to different languages
  • Culturalization = creating a custom store with creatives and messaging that relate to each country’s culture and jargon
Enlight localized stores in US, RU and JP

Enlight customized their JP store by acknowledging the different use case for their JP audience

TIP #8: Markets behave differently

Often has higher explore rates than most regions and is almost 2x higher than UK. US visitors are more likely to scroll the gallery than other regions
In more than 50% of tests, the winner in the UK was different than the winner in the US
iPhone owners often prefer English over local Portuguese
Favors images with locals. Well crafted tests can increase conversions by 80%
Dramatically different behavior than any other region. Accustomed to heavy text images and reading descriptions (200% increase from US benchmark)


TIP #9: Refresh your creatives frequently; aim for once a month

The users you’re targeting today are not the users you’re targeting next month.

Continuously fighting CVR decrease

Developers continuously test their titles on the App Store and Google Play.
They test each element of the page (icons, video, screenshots) multiple times.

Increase in-app install conversion rates over time

TIP #10: People only read the first line of your description. Make it count.

The description is meant to provide your audience with highlights of the features and functionality of your app. It also plays a significant role in Keyword Optimization.

Both platforms require adding a description of the app and divide it into a Short Description (80 characters for Google Play and first 3 lines for Apple) and Extended Description (limited to 4000 characters in total for both platforms)

App store statistics for description expansion

In Google Play the Short Description is always above the fold, therefore the “Read More” click rate is twice higher than in iOS


Top Recurring Tests

1. Screenshot Messaging & Design

2. Icons

3. Localization

4. Video Poster Frame

5. App Video

1. Featured Graphic

2. Localization

3. Icon

4. App Video

5. Screenshot Messaging & Design