We Tested 400+ App Pages. Here’s What We Found.
2015 was such a fun year for mobile A/B testing. We worked with Rovio’s Angry Birds to increase conversion by 30% (read about it on Venture Beat), tested Chinese localization for Paper app screenshots with the amazing team at FiftyThree, and experimented with bold and fun graphics for SongPop2. Each case is unique, and marketing design is a dicey game with unpredictable results. Yet, I keep getting questions like what’s a good conversion rate?
If you take the percentage of app page visitors that converted into app users as a key performance indicator of your page design, what’s a good number to shoot for?
Short answer: 26,4% average across all categories (for both free and paid apps), but there’s a big discrepancy between high-performing and low-performing app pages (as much as 0,36% minimum and 82% maximum for games apps).
Below are numbers on median conversion rate we collected from 10M users and hundreds of experiments across categories.
I shared more cool experimental data on SplitMetrics blog here. Hope it helps.
Happy A/B testing.
