App Conversion Rate


What is the App Conversion Rate?

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Team Storyly
January 17, 2024
0 min read

What is the App Conversion Rate?

The App Conversion Rate is a metric that measures the effectiveness of an app in converting its users into taking a desired action. It's a key performance indicator (KPI) often used by mobile app developers and marketers to gauge their app's success or a specific feature within the app.

Why Is App Conversion Rate Important?

The App Conversion Rate (ACR) is important for several reasons, especially for businesses and developers looking to optimize their apps for better performance and user engagement. Here's why the App Conversion Rate holds significance:

Measures Effectiveness

ACR offers a direct measure of how effectively an app is driving users to take desired actions. A higher conversion rate typically indicates that the app's user experience, design, and value proposition align well with users' needs and expectations.


For many apps, especially those that rely on in-app purchases, subscriptions, or ads, conversion rates can directly correlate with revenue. A higher ACR can lead to more revenue per user.

Resource Allocation

Understanding conversion rates can help businesses prioritize which areas of the app to invest in. For instance, if a certain feature has a low conversion rate, developers can decide whether to improve it or allocate resources elsewhere.

User Retention

Apps with higher conversion rates often see better user retention. When users engage with core features and see value in them, they're more likely to continue using the app over the long term.

Feedback Loop

Monitoring ACR can provide actionable insights. If there's a sudden drop in the conversion rate after an update, it could indicate a problem or bug that needs to be addressed. Conversely, an increase might show that recent changes are positively received by users.

Optimization & A/B Testing

Knowing your ACR is crucial when performing A/B tests or other optimization efforts. By testing different designs, features, or user flows, developers can determine which variants lead to better conversion rates and then implement those improvements.

Competitive Advantage

In competitive markets, having a higher conversion rate can be a significant advantage. It means you can more effectively engage and monetize your user base compared to competitors.

Cost Efficiency

For businesses that spend money on user acquisition, improving the conversion rate means getting a better return on investment (ROI). If two apps spend the same amount on acquisition, but one has a higher ACR, that app will typically see a better ROI.

The Formula For Calculating App Conversion Rate

The formula for calculating the App Conversion Rate is straightforward. Here it is:


  • Number of Successful Conversions refers to the total number of users who have taken the desired action within the app (e.g., made a purchase, signed up, reached a certain level in a game, etc.).
  • The total Number of Users or Sessions refers to the total number of users who have interacted with the app in a given period or the total number of sessions (depending on how you want to measure it).

The result is then multiplied by 100 to get a percentage.

For example, if out of 10,000 users, 2,000 made a purchase, the App Conversion Rate would be:

This means that 20% of the users took the desired action, which in this example was making a purchase.

Strategies to Increase App Conversion Rate

Increasing the app conversion rate is crucial for maximizing the value you get from your users. 

Here are several strategies to help boost your app's conversion rate:

  1. User Experience (UX) and User Interface (UI) Improvements
  2. Clear Value Proposition
  3. Effective Onboarding
  4. Personalization
  5. A/B Testing
  6. User Feedback
  7. Clear Call-to-Actions (CTAs)
  8. Reduce Friction Points
  9. Trust and Security
  10. Incentivize Actions
  11. Regular Updates and Improvements
  12. Retargeting and Remarketing
  13. Optimize App Store Presence
  14. Localized Content
  15. Engagement Tools

User Experience (UX) and User Interface (UI) Improvements

Good design isn't just about aesthetics; it's about function. A well-designed app is intuitive, making it easy for users to navigate and find what they're looking for. Ensure buttons are large enough to be tapped easily, navigation is clear, and the user's journey through the app is logical and smooth. Regularly review and test your app's design with real users to identify any potential pain points.

Clear Value Proposition

Your app should communicate its value immediately. Whether it's through an app store description, screenshots, or the initial onboarding process, users should understand why they should use your app. Highlight the problems it solves and the benefits it offers. The more clearly you can define and communicate this value, the more likely users are to engage and convert.

Effective Onboarding

The first experience a user has with your app is crucial. A seamless onboarding process can guide a user through the app's main features, ensuring they understand its core functionalities. Use interactive tutorials, engaging visuals, and concise explanations to keep new users engaged and help them see the value of your app quickly.


Users appreciate when an app feels tailored to their needs. By using data analytics and user behavior tracking, you can offer personalized content, recommendations, or features. This not only improves the user experience but can also drive higher engagement and conversion rates.

A/B Testing

Continuous improvement is key. By testing different versions of your app's elements, you can identify which ones resonate most with your audience. This could include testing color schemes, button placements, or even whole features. Use the insights gained from these tests to refine and optimize the user experience continually.

User Feedback

Listening to your users is invaluable. Encourage feedback through surveys, app store reviews, or direct communication channels. Addressing user concerns and suggestions not only improves your app but also builds trust within your user community.

Clear Call-to-Actions (CTAs)

Your CTAs guide users toward the desired action, be it making a purchase, signing up, or any other goal. They should be concise, compelling, and stand out visually within the app's design. The language used should evoke urgency or excitement.

Reduce Friction Points

Any obstacle or additional step a user has to take can reduce the likelihood of conversion. Simplify processes, reduce the number of required form fields, and ensure any required actions are clear and easy to complete.

Trust and Security

Users need to feel that their data and any transactions are secure. Regularly update your security protocols, display any relevant security certifications, and be transparent about how user data is used and stored.

Incentivize Actions

Promotions, discounts, or rewards can motivate users to take desired actions. This could be a discount for first-time purchases, rewards for referrals, or bonuses for reaching certain milestones within the app.

Regular Updates and Improvements

Keeping your app updated shows users that you're committed to providing the best experience possible. Regularly fix bugs, introduce new features, and adapt to user feedback. This not only enhances the user experience but also demonstrates that you're actively supporting and refining your app.

Retargeting and Remarketing

Users who didn't convert the first time can still be valuable. Use targeted ads, emails, or in-app notifications to remind them of what they might be missing, or offer special promotions to entice them back.

Optimize App Store Presence

Your app's visibility in app stores directly affects the number of potential users. Use keyword optimization, and compelling graphics, and gather positive reviews to boost your app's ranking and visibility.

Localized Content

An app that feels "local" can significantly enhance the user experience for global audiences. Provide translations, adapt content to local cultures, and ensure any regional features or offers are relevant.

Engagement Tools

Regularly engaging with your users keeps your app top of mind. Use push notifications, emails, or in-app messages to highlight new features, offer promotions, or simply provide valuable content. Ensure these communications are relevant and timely to prevent them from feeling like spam.


Team Storyly

Group of experts from Storyly's team who writes about their proficiency.