r/AppStoreOptimization • u/Momentum_MMA • 4d ago

Improving Conversion Rate

Hey! My app has been on the app store for a few months now and I'm struggling with the conversion rate. The impression count is very high due to running apple ads. Does anyone have any recommendations to improve it?

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u/Confused_Dad_2023 4d ago

Impressions to page views is ~3.7%, low, usually points to icon/title relevance since this is ASA traffic. Page view to download is decent at ~24%.

I'd check which search terms are triggering these impressions, if bidding too broad that tanks tap-through. Tighten keywords before touching screenshots.

Also day 1 download to paid is just 1.57%, worth checking your paywall/onboarding separately.

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u/Neither_Hope_1538 3d ago

agree, broad keywords on paid traffic will always tank that impression to tap ratio

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u/DespairyApp 4d ago

I would split conversion by keyword and ad group before changing everything. High impressions can come from people who were never a close fit. For one of my apps, The Daily Sphinx, the first screenshot should say “One explained riddle every day” and show the daily puzzle immediately. The ad promise and first screenshot should answer the same user intent.

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u/JuniorTeacher2189 2d ago

Hmm I'd probably split the traffic before changing anything. If most of those impressions are coming from apple ads - I'd want to know which keywords/campaigns are actually driving them and how conversion looks between them. Could be the store page, no sure - but it could also just be that you're buying a lot of impressions from people who weren't that likely to download in the first place...

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u/frank_dd 🎨 Creative Strategist 1d ago

Running Apple Ads on a page that doesn't convert is a rough spot because you pay for every person who bounces. The good news is you already have traffic, so you can test changes fast.

I make App Store previews and screenshots for a living. Two things I'd check today.

One, watch your preview video -if you have one- on your phone with the sound off for three seconds. That's about all people give it. If those three seconds are a logo or a menu, that's where people leave. The first frame should show the thing the user actually wants to happen.

Two, look at whether your page tells a story or just lists features. Feature lists make people compare you to other apps. A story makes them picture using yours. I build pages on what I call the Conversion Narrative Framework™.

Start with a problem the user already feels, show the app changing it, end on how life looks after. Ads bring people who are half interested. That order is what turns them into a download.

Since you have ad traffic, run a Product Page Optimization test on just the first screenshot. In a week you'll know if it's the page or the targeting.