This document summarizes key learnings from analyzing 250 million data points about user engagement on mobile app stores. It finds that the majority of users make quick decisions about an app based on its store page, with over half either instantly installing or leaving. Improving elements like screenshots, videos, descriptions, and icons can significantly increase app install rates. Regular testing of these store page elements is important as user preferences evolve over time.

1. StoreMaven
Mastering the Stores - Growth on Google Play & The App Store
Gad Maor, CEO, #storemaven

2. Mobile Ads Mobile App Stores Mobile App
On-boarding begins with the first impression
First Impression Mobile App Stores Mobile App

3. First Impression Mobile App Stores Mobile App
The app stores’ data void

4. How do you decide how to showcase your app in the stores?

5. We cloned the App Stores,
and started testing…

6. CONFIDENTIAL PROPRIETARY INFORMATION OF STOREMAVEN LTD
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7. CONFIDENTIAL PROPRIETARY INFORMATION OF STOREMAVEN LTD
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8. This is what we learned about user engagement in
the app stores based on 250M data points

9. Decisive Behavior
This group of users make decisions based on what
they see when they land on the Product Page:
• Instant Install - Only action is clicking on GET
• Instant Drop - Only action is LEAVING

10. App Store vs Google Play
ICON
RATING
DESCRIPTION
SCREENSHOTS
RATING COUNT
PRICE
PROMO VIDEO
FEATURED GRAPHIC
APP NAME
ICON
RATING
POSTER FRAME
DESCRIPTION
SCREENSHOTS
RATING COUNT
PRICE
APP NAME
APP PREVIEW

11. Exploration
• This group of users engage with the page to learn
more
• They choose to download the app after
having a basic idea of what the app does
• A very lucrative group

12. App Store Engagement
37%
9%
54%
15%
3%
82%
High CVR
Traffic Source
Low CVR
Traffic Source
Instant Drop Explore Instant Install

13. Decisive vs Explorers - looking at installers only
48% 52%
Explore & InstallInstant Install
12 Seconds
Session Time

14. Top App Store Actions

15. App store video can
increase install rates by
more than 22%

16. 7% average watch rate 15% average watch rate
App store videos

17. The Poster Frame Effect on iOS

18. Getting video right
• Keep it short (15 - 30 seconds)
• Show value in the first 5 - 10 seconds
• ~10% drop every 5 seconds
• Good videos have 40-55% completion rates

19. Changing screenshots can
lift install rates by more
than 25%

20. 33% scroll through
the gallery
17% scroll through
the gallery
App screenshots

21. Getting screenshots right
• Show your strongest message in the first two screenshots
• Show different messaging in each screenshot
• Make it simple and to the point

22. App store descriptions
2% expand
the description
5% expand
the description

23. App Store
Testing Fundamentals

24. It’s a continuous effort
The users you’re targeting today are not the users
you’re targeting next month
Every targeting change results in different user
behavior

25. It’s a continuous effort
As your ads decay you refresh them. Same goes for
app store pages
Tie your ad designs to your app store’s first
impression

26. Best Practices
Top 4 recurring tests
1. Screenshots
2. Icon
3. Video
4. Poster Frame
Top 4 recurring tests
1. Feature Graphic
2. Video
3. Icons
4. Short Description

27. Read More - blog.storemaven.com
Email me - gad@storemaven.com
Follow us on twitter - @storemaven
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