Research finds that app icon optimization can boost user numbers by up to 25%

• The report also found that using red branding can provide a 5% conversion rate advantage in the Chinese market

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Optimised app icons can attract up to 25% more users with some apps seeing even higher Tap-Through Rate (TTR) increases. 

This is according to new research from global software company SplitMetrics which shows that clear and simple icon backgrounds can boost conversion rates by over 26% compared to more cluttered designs.

Also, nearly half of app users view only the first two screenshots, and just 7% look at the fifth. The report also found that using red branding can provide a 5% conversion rate advantage in the Chinese market. 

In addition, finance apps can boost conversion rates by 12% by using bold colours in icons and screenshots while shopping apps benefit from seasonal App Store Optimization (ASO) updates, with conversions rising up to 14% during holidays and special events.

Making a difference 

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

“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. Ultimately, a one-size-fits-all strategy will not work in app marketing, you need a considered and fluid strategy where every small detail matters.”

SplitMetrics’ findings are part of the company’s ASO Benchmarks & Mobile Trends Report 2024 which analysed close to 200 apps and over 3500 A/B tests across Google Play and the Apple App Store.