App icon optimisation lands up to 25% more users

A study found that the average mobile icon has a conversion potential rise of up to 25%, with some apps experiencing even more dramatic Tap-Through Rate (TTR) growth

New research from SplitMetrics, an app growth solutions firm, has found that apps that optimise icons can land up to 25% more users. The findings are part of a new report, ASO Benchmarks & Mobile Trends Report 2024, which analysed almost 200 apps and more than 3500 A/B tests across Google Play and the Apple App Store.

The study found that the average mobile icon has a conversion potential rise of up to 25%, with some apps experiencing even more dramatic Tap-Through Rate (TTR) growth. Finance apps, in particular, can see a substantial boost of an average of 12% in conversion rates by incorporating bold colours into their icons and screenshots. Vibrant visuals encourage users to explore product pages more deeply, with the average time spent rising by 1.35 seconds or more.

App icons with a clear and simple icon background tend to fare better, experiencing a conversion rate rise of more than 26% across all categories.

While blue remains the dominant icon colour for finance apps, accounting for 43% of top apps, the research indicates that red can be a powerful choice for targeting the Chinese market, with an average conversion boost of 5%.

Around half of app users only view the first two screenshots and only 7% see the fifth screenshot on display in the app store listing, indicating that the first two screenshots matter the most when it comes to gaining new users.

The research also found that seasonal App Store Optimisation (ASO) updates around the holidays, special offers and other relevant seasonal events, can lead to increased conversions by up to 14% for shopping apps.

Commenting on this, SplitMetrics CEO and co-founder, Max Kamenkov, said: Our research highlights that seemingly minor things in app marketing can make a big difference – what may seem to be a small decision on colour, font type or icon can actually determine whether your app lives or dies in this crowded marketplace.

Our research showcases how app developers and marketers can make very minor modifications to their storefront and see a substantial boost to user engagement. The challenge is understanding where and how to make these changes, which is why the testing we have conducted is so important because it removes some of these unknowns, he said.

Each app and brand is different – A/B tests can help you see what works best for your app. Once you implement any changes, it is important to keep monitoring and optimising. Eventually, a one-size-fits-all strategy will not work in app marketing, you need a considered and fluid strategy where every small detail matters, he added.