The objective of this report is to analyze the behavior of app store users tracked by our team when running A/B testing experiments on SplitMetrics Optimize. For this reason, some data may differ from the official statistics of the app stores.
| Metric | the App Store | Google Play |
| Average Conversion Rate | 38% | 33% |
| Average Engagement Rate | 48% | 39% |
| Explored & Converted | 10% | 9% |
| Explored & Bounced | 18% | 17% |
| Direct Installs (from the First View) | 31% | 27% |
| Average Video View Rate | 2% (only 10% use video on the product page) | N/A |
| Average Read Rate | 14% | 6% |
Finance apps on iOS generally perform better across most metrics, including conversion rate, engagement rate, and direct installs. This suggests that iOS apps may offer a more polished user experience, which resonates well with users.
In the finance category, the conversion rate heavily depends on the brand’s reputation and perceived safety of the app. Highlighting security features, adding social proof (such as publicity in magazines or awards), and promoting special offers for new users can significantly enhance conversion rates. Emphasizing entry bonuses and low or no fees for popular actions on the app is also crucial.
The high read rate on iOS (14%) indicates the importance of the app description. The initial short description, visible from the first view, plays a crucial role in influencing direct installs. Including high-volume keywords that effectively describe the app’s main features in both the short and full descriptions can enhance visibility and conversion rates.
The lower read rate on Google Play compared to iOS is due to the platform’s layout, where up to four screenshots and a substantial part of the description are visible at first glance. This means users can access a significant amount of information without needing to interact further, leading to a lower percentage of Explored & Converted visitors. To optimize for this, ensure that the screenshots are clear and informative, providing a comprehensive view of the app’s features without requiring users to open them in full screen.Note that both platforms show low utilization of video content on product pages.
