Skills › Marketing Skills › aso › benchmarks.md
benchmarks.md
131 lines · skills/aso/references/benchmarks.md at 88c79f6
1# ASO Benchmarks & Conversion Data
3Industry data from AppTweak, SplitMetrics, Sensor Tower, and others. Updated March 2026.
ASO Benchmarks & Conversion Data
Industry data from AppTweak, SplitMetrics, Sensor Tower, and others. Updated March 2026.
Raw lines 1 to 45## Conversion Rate Benchmarks by Category
7**Average CVR (page view to install):**
9- iOS overall: **25.0%**
10- Google Play overall: **27.3%**
12| Category | iOS CVR | Google Play CVR |
13| ----------------- | -------------- | --------------- |
14| Navigation | 115%\* | -- |
15| Auto & Vehicles | -- | 70.5% |
16| Business | 66.7% | -- |
17| Music (Games) | -- | 45.0% |
18| Utilities & Tools | -- | 36.8% |
19| Shopping | -- | 27.7% |
20| Health & Fitness | -- | 23.2% |
21| Finance | -- | 19.7% |
22| Food & Drink | -- | 13.1% |
23| Games (Board) | 1.2% | 7.3% |
24| Games (overall) | 3-5% realistic | -- |
26\*Above 100% = some users install from search without visiting product page.
28Source: AppTweak 2025 Benchmarks Report (H1 2024 data, US market)
Conversion Rate Benchmarks by Category
Average CVR (page view to install):
- iOS overall: 25.0%
- Google Play overall: 27.3%
| Category | iOS CVR | Google Play CVR |
|---|---|---|
| Navigation | 115%\* | -- |
| Auto & Vehicles | -- | 70.5% |
| Business | 66.7% | -- |
| Music (Games) | -- | 45.0% |
| Utilities & Tools | -- | 36.8% |
| Shopping | -- | 27.7% |
| Health & Fitness | -- | 23.2% |
| Finance | -- | 19.7% |
| Food & Drink | -- | 13.1% |
| Games (Board) | 1.2% | 7.3% |
| Games (overall) | 3-5% realistic | -- |
\*Above 100% = some users install from search without visiting product page.
Source: AppTweak 2025 Benchmarks Report (H1 2024 data, US market)
Raw lines 5 to 2930## Rating Impact on Conversion
32| Rating Change | Conversion Impact |
33| -------------------------- | --------------------------------------- |
34| 3.0 to 4.0 stars | **+89%** |
35| 4.0 to 4.5 stars | **+20-30%** |
36| 4.3 to 4.6 stars | **+22-28%** (Finance, Health) |
37| 0.4-star gap vs competitor | **~25% lost installs** from same search |
38| 3-star vs 5-star app | **50% fewer conversions** for 3-star |
40**Critical thresholds:**
42- **4.0 stars** = minimum for Apple featuring, user trust, conversion viability
43- **4.5+ stars** = optimal zone. Sweet spot: 4.1-4.9
44- **5.0 stars** can look suspicious to users
45- **Below 3.5** = sharp visibility drop on both stores
46- **79% of users** check ratings before downloading
47- **50% reject** apps below 3 stars
49Sources: AppFollow, MobileAction, Sensor Tower, Troof.ai
Rating Impact on Conversion
| Rating Change | Conversion Impact |
|---|---|
| 3.0 to 4.0 stars | +89% |
| 4.0 to 4.5 stars | +20-30% |
| 4.3 to 4.6 stars | +22-28% (Finance, Health) |
| 0.4-star gap vs competitor | ~25% lost installs from same search |
| 3-star vs 5-star app | 50% fewer conversions for 3-star |
Critical thresholds:
- 4.0 stars = minimum for Apple featuring, user trust, conversion viability
- 4.5+ stars = optimal zone. Sweet spot: 4.1-4.9
- 5.0 stars can look suspicious to users
- Below 3.5 = sharp visibility drop on both stores
- 79% of users check ratings before downloading
- 50% reject apps below 3 stars
Sources: AppFollow, MobileAction, Sensor Tower, Troof.ai
Raw lines 30 to 5051## Preview Video Impact
53**iOS:** +20-40% conversion lift (video autoplays on product page)
54**Google Play:** Preview videos may autoplay muted for up to 30 seconds on eligible devices and placements. A tap-to-play rate does not measure all video exposure or establish conversion lift.
56- Autoplay introduced in iOS 11 caused **+47% conversion jump**
57- Users who watch video are **2x more likely to install**
58- Average watch time: **4-6.5 seconds** (first 5 seconds are critical)
59- 50%+ of viewers watch to the end
61**Takeaway:** Treat reported video benchmarks as context, not a guaranteed lift. For either store, test the creative against your own conversion results. On Google Play, make the opening understandable without sound.
63Playback source: [Google Play preview asset guidelines](https://support.google.com/googleplay/android-developer/answer/9866151).
65Sources: StoreMaven, SplitMetrics, Leanplum
Preview Video Impact
iOS: +20-40% conversion lift (video autoplays on product page) Google Play: Preview videos may autoplay muted for up to 30 seconds on eligible devices and placements. A tap-to-play rate does not measure all video exposure or establish conversion lift.
- Autoplay introduced in iOS 11 caused +47% conversion jump
- Users who watch video are 2x more likely to install
- Average watch time: 4-6.5 seconds (first 5 seconds are critical)
- 50%+ of viewers watch to the end
Takeaway: Treat reported video benchmarks as context, not a guaranteed lift. For either store, test the creative against your own conversion results. On Google Play, make the opening understandable without sound.
Playback source: Google Play preview asset guidelines.
Sources: StoreMaven, SplitMetrics, Leanplum
Raw lines 51 to 6667## Screenshot Impact
69- **90% of users** do not scroll past the 3rd screenshot
70- Average scroll rate: only **17%**
71- Users spend **6-10 seconds** scanning before deciding
72- **First screenshot decides everything**
73- Well-designed screenshots lift conversion **20-35%**
74- A/B test winners see **10-25% improvement**
75- **Optimal count:** 4-5 for utility apps, 5-6 for complex apps
76- More than 6: diminishing returns, can cause decision paralysis
77- Top 200 apps update screenshots **2-4 times/year**
78- Top Google Play games update visuals **up to 8x/year**
79- **57% of top games** A/B tested screenshots at least 2x in 2024
81Sources: AppTweak, ASOMobile, Sensor Tower
Screenshot Impact
- 90% of users do not scroll past the 3rd screenshot
- Average scroll rate: only 17%
- Users spend 6-10 seconds scanning before deciding
- First screenshot decides everything
- Well-designed screenshots lift conversion 20-35%
- A/B test winners see 10-25% improvement
- Optimal count: 4-5 for utility apps, 5-6 for complex apps
- More than 6: diminishing returns, can cause decision paralysis
- Top 200 apps update screenshots 2-4 times/year
- Top Google Play games update visuals up to 8x/year
- 57% of top games A/B tested screenshots at least 2x in 2024
Sources: AppTweak, ASOMobile, Sensor Tower
Raw lines 67 to 8283## Custom Product Pages (Apple CPPs)
85- Average conversion lift: **+5.9% for apps**, **+3.5% for games**
86- Best cases: up to **+8.6%**
87- Organic referral: **+2.5 percentage points** (156% lift vs 1.6% baseline)
88- Apple Ads CPP CVR: **55.8% in 2024** (up from 42.1% in 2023)
89- **Only 31% of apps** and **26% of games** use CPPs (low adoption = opportunity)
90- Screenshot reordering alone produced **+16.6% installs** in one case
92Sources: AppTweak, SplitMetrics, MobileAction
Custom Product Pages (Apple CPPs)
- Average conversion lift: +5.9% for apps, +3.5% for games
- Best cases: up to +8.6%
- Organic referral: +2.5 percentage points (156% lift vs 1.6% baseline)
- Apple Ads CPP CVR: 55.8% in 2024 (up from 42.1% in 2023)
- Only 31% of apps and 26% of games use CPPs (low adoption = opportunity)
- Screenshot reordering alone produced +16.6% installs in one case
Sources: AppTweak, SplitMetrics, MobileAction
Raw lines 83 to 9394## Custom Store Listings (Google Play CSLs)
96- Up to **50 custom versions** per app
97- Case study (Lockwood/Avakin Life): **+57% CVR** over 2 months
98- Can target inactive/churned users (28+ days no activity)
100Source: Phiture, MobileAction
Custom Store Listings (Google Play CSLs)
- Up to 50 custom versions per app
- Case study (Lockwood/Avakin Life): +57% CVR over 2 months
- Can target inactive/churned users (28+ days no activity)
Source: Phiture, MobileAction
Raw lines 94 to 101102## In-App Events (Apple)
104- **55% of top 200 apps** use them regularly
105- +**15-20% more impressions** from editorial/browse placements
106- One case: **+124% surge** in total impressions
107- One case: **+50% impressions AND first-time downloads**
108- Search CVR uptick: **+10.3%**
109- Re-downloads increase: **+15.5%**
110- **Boost is short-lived** -- KPIs drop to baseline when event ends
111- Optimal: **2-4 active events per month**
113Sources: Phiture, AppTweak, Appalize
In-App Events (Apple)
- 55% of top 200 apps use them regularly
- +15-20% more impressions from editorial/browse placements
- One case: +124% surge in total impressions
- One case: +50% impressions AND first-time downloads
- Search CVR uptick: +10.3%
- Re-downloads increase: +15.5%
- Boost is short-lived -- KPIs drop to baseline when event ends
- Optimal: 2-4 active events per month
Sources: Phiture, AppTweak, Appalize
Raw lines 102 to 114115## Promotional Content (Google Play)
117- Apps with featuring see **2x explore acquisitions** (official Google)
118- +2% 28-day active users and +4% revenue on average
120Source: Google Play Console documentation
Promotional Content (Google Play)
- Apps with featuring see 2x explore acquisitions (official Google)
- +2% 28-day active users and +4% revenue on average
Source: Google Play Console documentation
Raw lines 115 to 121122## A/B Test Impact Thresholds
124| Improvement | Classification |
125| ----------- | ---------------------------------- |
126| >10% | Strong winner -- apply immediately |
127| 5-10% | Meaningful winner |
128| 2-5% | Marginal winner |
129| <2% | Noise -- not significant |
131Source: SplitMetrics, MobileAction
A/B Test Impact Thresholds
| Improvement | Classification |
|---|---|
| >10% | Strong winner -- apply immediately |
| 5-10% | Meaningful winner |
| 2-5% | Marginal winner |
| <2% | Noise -- not significant |
Source: SplitMetrics, MobileAction
Raw lines 122 to 131