aso · benchmarks
ASO Benchmarks & Conversion Data
Industry data from AppTweak, SplitMetrics, Sensor Tower, and others. Updated March 2026.
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)
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
Preview Video Impact
iOS: +20-40% conversion lift (video autoplays on product page)
Google Play: Minimal lift (only ~6% of visitors tap to play)
- 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: Video is high-ROI on iOS, low-ROI on Google Play.
Sources: StoreMaven, SplitMetrics, Leanplum
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
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
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
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
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
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
Source: https://github.com/coreyhaines31/marketingskills/skills/aso/references/benchmarks.md · v2.0.1 · MIT License (c) 2025 Corey Haines.