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 | 39% | 20% |
| Average Engagement Rate | 53% | 25% |
| Explored & Converted | 10% | 6% |
| Explored & Bounced | 21% | 10% |
| Direct Installs (from the First View) | 31% | 15% |
| Average Video View Rate | 5% (only 14% of publishers use video on the product page) | N/A |
Utilities apps on The App Store have a significantly higher conversion rate than on Google Play. This once again suggests a better user experience or greater trust in iOS apps.
Utilities app users are eager to install apps immediately, as shown by the high direct install rate of 31%. This makes your first view (the initial 1-5 screenshots) incredibly important, so you need to ensure they are compelling and informative. Test both the Product Page and Search Page environments to see where you can make the most impact. For example, a Search Page experiment highlighted how effective first impressions can drive conversions.
The product page is primarily static, yet it engages users at a high rate of 53%. Given the decent Explored & Converted and Explored & Bounced metrics, it’s clear that while optimizing the first view is critical, you shouldn’t neglect the entire screenshot gallery.Our data shows that most publishers do not use videos for the utilities category. Those who do often experience lower install rates after a video watch, which can negatively affect the overall conversion rate. Therefore, adding a video might not be the best strategy for utilities apps.
