Mobile apps are expected to be user oriented, and analysing the user behaviour comes as a key aspect to get accustomed with their interests, actions and expectations. Having a better hold of these three factors can help you in formulating and marketing an ideal app; an app that can drive maximum user engagement through different call to action features that eventually brings you good returns. Therefore, conducting thorough analyses and studying the insights on mobile app conversions becomes a critical part for leveraging the success of the application.
Considering the fact that apps have become prolific than ever and the scope of app engagement has reached greater heights, the conversion rate is no more confined to numbers of app download. Infact, with the advent of newer in app monetization methods, the developers are now developing apps with multiple in-app goals and therefore the users are expected to take definite actions towards these multiple call to actions that they encounter within the apps.
For instance, a user after downloading an app with a freemium model, is expected to encounter these following call to actions:
- Clear level 1 of a game and engage with level 2.
- Asking the user to share his score on social networks on further levels to unlock advanced levels, is also considered as one of the in-app goals.
- The user of a personalized app is said to have accomplished a goal when he/she actually makes a purchase of the advanced level or upgraded version of the app.
- Clicking on an interstitial advertisement.
- Clicking on an in-app ad and accomplishing the goal of buying that app.
- Completing a goal within the app to buy virtual rewards/currency.
The core idea behind finding out in-app conversion rate is to know how often are your users getting converted when encountered with specific goals while engaging with the app. Are your current in-app call to actions able to convert users into specific goals? If not, what are those instances that compels them to leave the app? Working on these aspects only leads to improvisation of the in app features that directly reflects on the user engagement ratio. So, let us begin with finding out what your current in-app conversion rate should be.
What conversion rate should be considered Best?
According to the common findings by independent research companies, forums and individual brand analysis, majority of the apps tend to have 1-2% average conversion, which means a conversion rate that hits above 2% should be considered as a groundbreaking conversion rate altogether.
However, analysing the conversion rates of the apps based on their categories gives an intriguing scenario. Gaming apps that tend to generate a higher engagement ratio are likely to witness average rates up to 10%. On the other hand, relatively well-known SaaS apps hardly manage to hit 1% on in-app goals.
While, some interesting insights from industry studies reveal that conversion on tablets is bigger than on smartphones but still smaller than on PCs. Also, iOS tends to convert better than Android. Whereas, the travel industry encounters 1-5% conversion rate that is even higher than the desktop conversion rates.
However developers need to accept the fact that, there isn’t an accurate benchmark conversion rate available, and the reason behind this tendency is that there are many different apps with too many different purposes to provide an accurate conversion rates. Hence, it is too early to set an ideal rate when the market is still learning and yet in its early stages of determining and chasing a specific figure.
At this very moment, every developer should aim at increasing their app conversion rates by formulating their conversion goals as accurately as possible and thereby make substantial efforts to create effective engagement strategies to leverage the ratio of those conversion rates. In either cases, experimentation is the key to accomplishing the goal.
Now, let us study this example closely:
Pilipop Labs claims to have increased their conversion rate by 500% of an educational paid app with in-app purchases. Initially after having received a considerable amount of positive feedback, they decided to launch more levels with in app purchases; a rare step that none other developer had dared to take within that particular domain. Only to witness these astonishing results:Now, they decided to optimize their process of buying in app purchases even further, knowing the fact that there is a possibility of the conversion rate to reach 20% to 30% for in-apps within the paid apps. All they did was a thorough research to come up with these efficient strategies:
- Providing more information in pop-ups with each in-app to see if this helped boost sales.
- Creating a ‘Buy all’ option to allow them to compare their options and facilitate their decision making for them.
- Made it easier to access the levels so as to curtail the steps before making actual purchase.
- Tweaked the vocabulary to make the call to actions even more obvious.
After deploying these changes, the results were as follows:
Inspite of expecting the conversion rate to reach an average percentage, it had astonishingly increased from 8% to 43% wherein almost all the parents had decided to buy the pack, unlocking all levels and thereby increasing the average revenue per user.
In conclusion, let your efforts be in the direction of setting a benchmark conversion rate in your domain by giving utmost priority to experimentations with your in app goals and optimizing them as and when required.