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How to Boost App Conversions

June 13th, 2025

How to Boost App Conversions
Anh Nguyen

by Anh Nguyen

COO & Co-Founder at Gummicube, Inc

Converting app store visitors into loyal users requires more than just compelling metadata or eye-catching designs. The margin for error in your app store listing is razor thin, and even minor missteps in your listing can cost your app downloads. Whether you're marketing on the App Store or Google Play, understanding how to boost app conversions is essential to long-term success. This blog will walk you through practical, data-backed strategies to increase your conversion rate and enhance your app's visibility.

We’ll explore the different elements of App Store Optimization (ASO) that can influence user decisions, highlight differences between iOS and Google Play store environments, and discuss how app developers can adapt without compromising their performance. The ultimate goal is not only to attract more users, but to convert them into engaged, long-term customers.

HOW USERS CONVERT IN THE APP STORES

You will need to understand how users interact with your app in order to effectively increase conversions.  Whether users find your app through search, featured placement, or an ad impression, users typically follow a path:

  • They encounter your app visually or by name
  • They choose to engage with your listing by clicking through
  • They decide whether or not to install based on what they see

This process may differ slightly between iOS and Google Play, but the core goal remains the same: reduce friction at every touchpoint to encourage that final install. Your job is to understand what influences that decision and make sure each element of your listing supports it.

Each user journey has potential for an app conversion. By thinking through what users see and experience at every step, app developers can identify points that may be unintentionally reducing overall conversion performance.

App Store Listing Elements

OPTIMIZING APP STORE LISTING ELEMENTS

Each part of your listing serves a purpose. Understanding how these elements work within each store can help you refine your strategy.

iOS: TITLE, SUBTITLE, AND SCREENSHOTS

The App Store heavily emphasizes visuals. Screenshots appear directly in search results, so your first three images need to immediately communicate value. Your title and subtitle work together to highlight your app’s name and core value proposition.

  • Include a clear, keyword-optimized title that reinforces your app’s primary function
  • Use the subtitle to surface a major benefit or category
  • Ensure screenshots are clean, updated, and show off core functionality

Apple also allows for Custom Product Pages, which can be tailored to different audiences and acquisition sources. These should be used to drive deeper engagement with segmented campaigns.

Google Play: TITLE, SHORT DESCRIPTION, AND FEATURE GRAPHICS

Google Play’s structure gives more weight to your feature graphic and short description. The first thing users see is your visual branding, so your feature graphic should be bold, on-brand, and enticing.

  • Focus your short description on key benefits with strong action verbs
  • Make sure your feature graphic is legible and stands out in a crowded space
  • Screenshots are viewed after the user clicks through, so make sure they’re consistent with your brand and clearly demonstrate the app’s value

Store Listing Experiments on Google Play let you test variations of these elements and learn what drives more installs.

App Ratings and Reviews

Across both platforms, user sentiment matters. A strong star rating and positive reviews build trust. Poor reviews or low scores, on the other hand, discourage potential users.

Encourage high ratings with timely, respectful prompts after a positive user interaction. Monitor feedback and reply where appropriate, especially on Google Play, where replies are public. This shows that you’re responsive and invested in improving the experience.

Responding to reviews also signals activity to the platforms themselves, which may influence how your app is featured or indexed over time. Don’t overlook the long-term value of ongoing community management.

MOBILE APP A/B TESTING FOR BETTER CONVERSIONS

Both platforms give you ASO tools to test different creative elements and refine your listing over time. This helps ensure your conversion rate is driven by performance insights.

  • On iOS, use Product Page Optimization and Custom Product Pages to test different headlines, visuals, or value propositions.
  • On Google Play, take advantage of Store Listing Experiments to test icons, screenshots, and descriptions at scale.

What should you A/B test?

  • App icon 
  • Screenshot layout and messaging
  • Subtitle 
  • It is important to note that A/B testing an app title is restricted in the Google Play Store

Keep your mobile app A/B testing focused. Over time, small iterative changes based on test outcomes can turn into significant app discovery and growth.

You can also align your testing calendar with seasonal events. For example, test promotional creatives during back-to-school or holiday periods. This enables short-term performance boosts and teaches you what messaging resonates best with different user segments.

APP LOCALIZATION STRATEGIES 

Localization isn’t just translation. It’s about adapting your listing to align with the expectations of local audiences.

Start with:

  • Localized keywords to improve search visibility
  • Custom visuals that reflect regional preferences
  • Pricing strategies or promotional offers tailored to local behaviors

Localization Tools

Localized listings perform better because they feel familiar. They help users quickly understand that your app meets their needs, wherever they are. Use Custom Product Pages (iOS) or Feature Graphics (GP) to localize your app’s messaging. Make sure your app’s content is consistent with your other app store listing elements and region-specific to ensure relevance and appeal.

DIFFERENCES BETWEEN IOS AND GOOGLE PLAY

Understanding the unique design of each store is key to applying the right strategies.

iOS App Store

  • Screenshots are visible in search results
  • Custom Product Pages and PPO offer segmented testing
  • Users may expect sleek design and polished visuals

Google Play Store

  • Feature graphics are a visual focal point
  • Store Listing Experiments enable the option for A/B testing
  • Promotional Content can highlight seasonal or event-based content

Tailor your metadata, app creatives, and A/B testing approach to each store’s layout and user behavior.

REGULAR UPDATES AND MONITORING

ASO is an ongoing set of tasks. App store algorithms can quickly change, user behavior regularly evolves, and app competitors adjust their strategies. Regular updates in your store listing are essential.

Consider reviewing your listing in the context of competitor analysis. What are the top-performing apps in your category doing? Are their app screenshots bolder or easier to digest? Do they emphasize different benefits? Comparative insight can reveal where your app has elements that are in need of adjustment, and allows for room for app growth.

The apps that grow consistently are the ones that evolve consistently.

CONCLUSION

Boosting app conversions isn’t about chasing trends or overhauling your listing overnight. It’s about consistency, clarity, and using the tools each platform provides to fine-tune your user experience. From your metadata and visuals to your localization and testing strategy, every piece should work together to reduce friction and drive installs.

The more you refine your listing based on performance data and platform-specific behavior, the better equipped you are to turn store visits into long-term users.

LET'S CHAT!

For those looking to elevate their ASO strategy, exploring advanced tactics like mobile app A/B testing, localization, and tailored creative updates can provide deeper insight into what drives user conversion. Gummicube’s ASO Services help apps navigate this space that is subjected to constant competition and regular strategy changes. 

If you're ready to take your app listing to the next level, we’re here to help. Reach out today and let’s discuss how we can improve your app’s visibility and performance across the App Store and Google Play.

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