Among all categories of mobile applications, games show the lowest median conversion from viewing the game page to downloads, as well as the largest discrepancy between the maximum and minimum values.
SplitMetrics, a company specializing in ASO, told about this in its blog.
According to the company’s representatives, the highest conversion to downloads from visiting the game page in the mobile app store is 78.33%. The lowest is 0.87%.
Where does this difference come from?
The conversion rate, whose value is calculated by dividing the downloads received by the number of page views of the game, is influenced by a wide range of factors. One of the most important is the quality of traffic. Also of great importance is the quality of the content (icon, screenshots, video, description, reviews) on the page itself. For example, SplitMetrics claims that they were able to increase the conversion of the Angry Birds 2 page by as much as 30% only by optimizing the game screenshots.
Apps from the music category, for comparison, have a median conversion rate of 32.46%, and travel programs have 21.9%. The average median conversion rate for all categories is 26.4%.
The data was obtained after a study of the reaction of more than 10 million users of the App Store and Google Play.
Source: Splitmetrics