Conversion Rate (ASO)
The share of people who view your store listing and then install the app.
What it means
In ASO, conversion rate is the percentage of store-page or impression viewers who go on to install. It is driven by store-page assets: icon, title, screenshots, preview video, ratings, and description.
Conversion rate matters twice over. It directly determines how many of your visitors become users, and store algorithms appear to use conversion as a ranking signal — a listing that converts well from a keyword tends to rank better for it.
Frequently asked questions
How do I improve my app’s conversion rate?
Focus on the store-page assets a user sees first: a clear icon, benefit-led screenshots, a compelling first screenshot and title, a preview video, and strong ratings. A/B testing these (via App Store product page optimization or Play experiments) is the standard approach.