Most app builders and entrepreneurs seek advice from conversion price (CVR) – the proportion of retailer guests that obtain your app after viewing its web page – as a key ASO metric to observe. With Conversion Price Benchmark function, you possibly can simply discover out the typical conversion charges of apps in any class on the App Retailer and/or on Google Play.
For the App Retailer, you must also think about your set up price, that’s the proportion of retailer guests who obtain your app after seeing it elsewhere within the retailer. In contrast to on Google Play, guests on the App Retailer can obtain apps straight from search or browse outcomes. In consequence, the set up price demonstrates how effectively your app stands out in search and browse outcomes.
Between January 1, 2021, and October 31, 2021, the common conversion price throughout classes within the US was 30.3% on the App Retailer and 33% on Google Play. The common set up price throughout all classes on the App Retailer was 4%.
Conversion charges and set up charges range broadly between the totally different classes. On this weblog, we offer the conversion charges and set up charges (iOS solely) of every main app class on the US App Retailer and Google Play Retailer. These insights are precious in serving to you select essentially the most related class that has the utmost potential to drive downloads to your app.
Optimize your app product web page to spice up your conversion price
Conversion Price Metrics on the App Retailer and Google Play
There are two metrics you need to think about when analyzing your app retailer conversion price:
- Conversion Price (App Unit/Web page Views): The share of customers who obtain your app after viewing its web page. This metric is used throughout the ASO neighborhood when referring to app retailer conversion charges. It may give you an concept of how effectively your app web page convinces customers to obtain your app.
- Set up Price (App Unit/Impressions): The share of customers who obtain your app straight from the app retailer search or browse outcomes, with out clicking by way of to your app web page. The set up price tells you ways effectively your app stands out within the app retailer search/browse outcomes.
Observe: The App Unit is the variety of first-time app purchases made on the app retailer (together with each paid and free apps). Moreover, on the App Retailer, it’s doable to have a conversion price larger than 100%. On this case, the variety of first-time installs would exceed the variety of app web page views. This may point out that most individuals obtain your app straight from the search or browse outcomes, with out visiting your app web page first.
Uncover methods to optimize your app’s conversion price and drive downloads!
Discover App Retailer Conversion Price Benchmarks
Because of our Conversion Price Benchmark function, we are able to give you the typical conversion charges per retailer, class, nation, and channel (iOS).
You possibly can see common app conversion charges for every retailer, class, nation, and channel (iOS). The primary column reveals the Click on-By means of Price (web page views/impressions); the second column reveals the Conversion Price (app items/web page views); the third column reveals the Set up Price (app items/impressions).
Common Conversion Price on the App Retailer
In 2021, the common conversion price within the US Apple App Retailer was 30.3%. Nevertheless, this determine fluctuated significantly between classes and will subsequently be dealt with with warning. For example, the very best common conversion price was noticed within the Photograph & Video class, with a median CVR of 76.3%. Alternatively, we noticed the bottom common conversion price within the Video games (Board) class, with a median CVR of 5.1%.
The common conversion price on the US App Retailer was 30.3%. Nevertheless, this metric different broadly between different categories.
| Category | Average Install Rate (US App Store) |
| Shopping | 10.8% |
| Utilities | 9.7% |
| Medical | 8.9% |
| Finance | 7.4% |
| Productivity | 7.2% |
| Lifestyle | 6.8% |
| Navigation | 6.7% |
| Food & Drink | 6.1% |
| Books | 6.0% |
| Business | 5.9% |
| Reference | 5.7% |
| Social Networking | 5.3% |
| Photo & Video | 4.9% |
| Health & Fitness | 4.8% |
| Music | 4.6% |
| Travel | 4.2% |
| Sports | 3.7% |
| Weather | 3.2% |
| Games – Music | 3.2% |
| Games – Casino | 3.1% |
| Games – Trivia | 2.7% |
| News | 2.7% |
| Games – Casual | 2.6% |
| Education | 2.5% |
| Games – Card | 2.4% |
| Games – Puzzle | 2.3% |
| Entertainment | 2.3% |
| Games – Sports | 2.3% |
| Games – Action | 2.2% |
| Games – Racing | 2.0% |
| Games | 2.0% |
| Games – Simulation | 1.9% |
| Games – Word | 1.9% |
| Games – Adventure | 1.9% |
| Games – Board | 1.5% |
| Games – Family | 1.5% |
| Games – Strategy | 1.3% |
| Games – Role Playing | 1.1% |
| Magazines & Newspapers | 0.3% |
| AVERAGE | 4.0% |
Common Conversion Price on Google Play
In 2021, the common conversion price on the US Google Play was 33% and thus larger than the typical CVR on the App Retailer (30.3%). The Journey and Native class had the very best common CVR of 58%, whereas the Life-style class had a median CVR of solely 9.4% on Google Play.
The common conversion price on Google Play within the US was 33%. Nevertheless, this metric different broadly between different categories.
| Category | Average Conversion Rate (US Google Play) |
| Travel and Local | 58% |
| Maps & Navigation | 52.8% |
| House & Home | 52.6% |
| Social | 49.7% |
| Tools | 47.5% |
| Education | 46.2% |
| Auto & Vehicles | 41.6% |
| Music & Audio | 41.5% |
| Sports | 40.3% |
| Communication | 39.6% |
| Parenting | 39.4% |
| Games – Educational | 39.3% |
| Business | 39.3% |
| Weather | 38.9% |
| Medical | 38.8% |
| Productivity | 38.6% |
| Shopping | 37% |
| Photography | 35.8% |
| Games – Word | 35.8% |
| Dating | 35.8% |
| Health & Fitness | 35.5% |
| Food & Drink | 35.3% |
| Games – Casino | 35% |
| Games – Trivia | 31.6% |
| Games – Card | 30% |
| Personalization | 28.9% |
| Games – Racing | 28.8% |
| Games – Board | 28.5% |
| Games – Puzzle | 28% |
| News & Magazines | 27.8% |
| Video Players | 27.7% |
| Finance | 27.7% |
| Games – Simulation | 27.5% |
| Art & Design | 25% |
| Games – Sports | 25% |
| Games – Casual | 23.8% |
| Games – Role playing | 23.4% |
| Games – Action | 21.7% |
| Games – Adventure | 21.5% |
| Games – Arcade | 19.9% |
| Games | 18.4% |
| Games – Strategy | 15% |
| Entertainment | 10% |
| Lifestyle | 9.4% |
| AVERAGE | 33% |
Common Set up Price on the App Retailer
In 2021, the common set up price on the US App Retailer was 4%. On common, 4% of customers downloaded apps after seeing them in App Retailer search or browse outcomes.
The set up price can range between classes. From search or browse outcomes, apps within the Purchasing class transformed retailer guests on the highest price of 10.8%, whereas apps within the Magazines & Newspapers class had the bottom set up price of 0.3%.
The common app set up price on the US App Retailer was 4%. Nevertheless, this metric different broadly between different categories.
| Category | Average Conversion Rate (US App Store) |
| Photo & Video | 76.3% |
| Medical | 68.3% |
| Utilities | 60.3% |
| Health & Fitness | 58.8% |
| Productivity | 57.3% |
| Reference | 57.2% |
| Weather | 55.8% |
| Games – Music | 54.7% |
| Music | 51.4% |
| Magazines & Newspapers | 47.2% |
| Navigation | 45.1% |
| News | 43.0% |
| Social Networking | 41.6% |
| Education | 40.3% |
| Shopping | 35.6% |
| Lifestyle | 33.9% |
| Games – Trivia | 30.5% |
| Books | 30.0% |
| Sports | 27.5% |
| Finance | 27.4% |
| Business | 26.7% |
| Travel | 23.0% |
| Entertainment | 20.1% |
| Games – Sports | 17.6% |
| Games – Adventure | 17.2% |
| Food & Drink | 13.6% |
| Games – Word | 13.5% |
| Games – Simulation | 13% |
| Games – Strategy | 12.4% |
| Games – Racing | 11.3% |
| Games | 9.8% |
| Games – Casual | 9.2% |
| Games – Action | 9.0% |
| Games – Puzzle | 8.9% |
| Games – Role Playing | 7.9% |
| Games – Family | 7.8% |
| Games – Casino | 7.0% |
| Games – Card | 6.5% |
| Games – Board | 5.1% |
| AVERAGE | 30.3% |