One of the keys to a successful app is good conversion rate optimization (CRO), which leads to high conversion rates as people convert from prospects to loyal users and customers. However, it’s essential to know what app conversion optimization entails and how to improve it to get the most from it. This guide will review what app CRO is and the steps you can take to improve it to get the long-term results you want with your app.
What Is App Conversion Rate Optimization?
App CRO involves optimizing an app experience based on user behavior to improve the chances of users taking the desired action of downloading, installing, and making purchases in an app. Improving CRO for an app can lead to significantly higher conversions that translate into increased revenue.
For example, you might have an app that helps people manage their finances. Users could download and install the app for free, followed by subscribing to a premium version with additional features to further help with financial management. Based on this clear path toward a sale, you can optimize your app to drive people more effectively toward subscription.
The key to app CRO is identifying your app’s specific funnel and working to eliminate bottlenecks in it as people move toward the bottom. If you can optimize the funnel, you’ll be able to bring more people through it and see positive ROI with your efforts.
How to Improve CRO?
If you want to improve your app CRO, there are several steps you must take for good optimization. These steps are as follows:
- Determine Which Metrics to Track With Analytics
The first step you should take is to connect analytics tracking tools to your app, which will enable you to measure the results of your efforts. You can use in-depth analytics to determine how many users your app has and the number of people who complete certain actions and generally gauge your campaigns’ performance.
With the right CRO tool, you’ll have a clear idea of how well-optimized your app is and identify any leaks that might compromise conversions. Tools like Google Analytics for Mobile and MMPs will give you everything you need to monitor metrics and performance effectively.
Keep in mind that the metrics you look at will depend on the goals you have in place. Some of the metrics or key performance indicators (KPIs) you’ll want to track could include app user engagement, lifetime value, and retention. Unlike conventional CRO for websites and other platforms, you’ll want to avoid looking too closely at click-through rate (CTR), as this metric doesn’t pertain to app conversions.
Once you’ve connected analytics to your app, you can begin tracking user behavior using events. For instance, whenever a user uses a specific feature in your app, you could label that event based on the feature. Depending on how people interact with your app through possibilities, you’ll get a better idea of how well your CRO efforts are working.
- Identify Your Specific In-App Funnel
After determining which metrics to track based on your goals, you should use events to help define your app’s funnel, enabling you to follow it. Along the way, you’ll see where users drop off at specific points and the number of users who continue moving forward. In the process, you’ll be able to paint a clearer picture of the journey users take from the moment they download your app to the time they make an in-app purchase.
For instance, in the finance app mentioned above, the funnel that users might travel down would look something like this:
- Opening the app
- Viewing the app’s purchase screen where they can subscribe to the premium version
- Opting to subscribe using the CTA button
- Purchasing upon subscribing
Each of these would be tied to unique events using the analytics tool, indicating where users drop out of the funnel. As you work to improve the efficiency of the funnel, you can make specific changes.
For example, your purchase screen that enables users to subscribe might contain certain visual elements or text that describes what users get with the app’s premium version. If this is where people are dropping off, you can launch A/B tests using two variations of text or images to determine which performs best.
- Conduct Research to See What Works
With your app’s current funnel identified, take some time to conduct some research in your app’s niche. This will entail looking at your competitors’ app experiences and the leaders in your niche, studying the best practices and trends, and determining what users want based on feedback through surveys, chat communication or other channels. You can analyze competitors, audiences, and the market in general.
Based on your findings during this research phase, you can begin determining what you need to do to improve your app’s funnel. Knowing what people respond to within your niche will guide you in purchasing user interfaces and other app elements. In the process, you’ll be able to engage in more informed A/B testing.
- Optimize Your App’s Integrations and Tech
In addition to changing content such as messaging, a good app CRO will ensure the app is fully functioning. If your app crashes a lot for users or contains various errors compromising the user experience, this could be the main culprit behind a low conversion rate.
You can eliminate potential tech issues by regularly conducting user testing and logging all in-app data. Using specific tools, you can quickly identify and address any errors and increase the overall stability of your app, which can go a long way in driving conversions. Further, it would be best if you took the time to ensure the checkout process is the same for everyone on every platform. For example, you might discover that the UI doesn’t work on every device or makes it impossible for users to complete the subscription process. In these cases, quality assurance measures would improve these elements to move people along the in-app funnel more efficiently.
- Use Common Best Practices for App CRO
App CRO has certain best practices that apply to every type of app. Following these will help keep people moving toward a purchase in addition to the steps involved with your specific app.
Although some of the items that Apple discusses pertain primarily to iOS apps, some are valuable for every platform. For instance, you’ll want to consider your app’s aesthetic integrity, consistency, feedback, user control, and direct manipulation. One best practice worth implementing is to adhere to Apple’s Human Interface Guidelines, which detail how you can use different colors, layouts, and graphics to your advantage.
Another general rule of thumb is to make the distance from the initial app used to purchase as short as possible. This involves taking the time to A/B test different messaging, onboarding processes, lead nurturing, and in-app tutorials to ensure people move from first-time users to committed customers. As you experiment, you’ll discover what works and doesn’t until you’ve created the perfect funnel.
- Complete the Process by Analyzing the Results of A/B Tests
After running A/B tests to optimize the in-app funnel, develop a summary of the results. Possible results to analyze include:
- Test duration
- Conversion rates
- The original design and variants
- The improved performance of the variant
- Statistical significance of the test results
When conducting A/B tests, it’s important to remember that the outcome must be statistically significant to indicate whether the variation or original design performed the best. If you don’t find statistical significance, any difference might mean the result is inconclusive. Also, remember that it’s best to run A/B tests one at a time to prevent confusion and a lack of clarity about what’s working.
- Be Patient
Like any other optimization process, app CRO takes time to yield results. However, persistence is key here. When testing and monitoring your funnel, understand that any changes you implement may take weeks or months to generate results. If you notice that specific changes aren’t getting the results you want, keep looking for new ways to work toward improving conversions. With enough effort, you’ll begin to profit as you lead more users toward a purchase.
Experience the Benefits of a Good App CRO With the Right Process
If you’re currently unhappy with the results your app is getting, implementing good CRO practices can significantly improve your app’s performance. With other efforts, CRO will streamline your in-app funnel and help ensure users become satisfied customers. With increased conversions also comes an increase in loyal users who are more likely to make repeat purchases and continue using your app. An improved CRO can maximize your mobile app revenue in the long run.