Recent research by SplitMetrics, a company specialising in app growth solutions, has uncovered the significant influence that icon design can have on app performance.
The findings, drawn from an analysis of nearly 200 apps and over 3,500 A/B tests conducted on Google Play and the Apple App Store, demonstrate that small adjustments to app icons can lead to substantial increases in user acquisition.
Optimising App Icons for Increased User Engagement
SplitMetrics’ report, titled ASO Benchmarks & Mobile Trends Report 2024, highlights that optimised app icons can boost user acquisition by up to 25%. Finance apps, in particular, can see conversion rates increase by an average of 12% when bold colours are incorporated into their icons and screenshots. Such vibrant visuals not only attract more users but also encourage deeper engagement, with users spending an additional 1.35 seconds or more on product pages.
The research also points out that app icons with clear and simple backgrounds tend to perform better across all categories. These designs have been shown to increase conversion rates by over 26%, a significant improvement that underscores the importance of simplicity in icon design.
Colour Choices and Market-Specific Strategies
While blue remains a popular choice for finance apps, accounting for 43% of the top apps in this category, SplitMetrics’ research suggests that red may be a more effective option for apps targeting the Chinese market. The study found that using red can boost conversion rates by an average of 5% in this region, highlighting the need for market-specific strategies in app design.
Additionally, the research reveals that nearly half of app users only view the first two screenshots when browsing app store listings, with only 7% scrolling as far as the fifth screenshot. This suggests that the first two images are crucial for making a strong initial impression and gaining new users.
The Importance of Seasonal Updates in ASO
Seasonal updates to app store optimisation (ASO) also play a key role in boosting app conversions. SplitMetrics’ study found that shopping apps, in particular, can see conversions increase by up to 14% when they incorporate seasonal ASO updates around holidays, special offers, and other relevant events.
Max Kamenkov, CEO & Co-Founder of SplitMetrics, commented on the findings: “Our research highlights that seemingly minor elements in app marketing can make a significant difference. Decisions about colour, font type, or icon design can determine whether your app succeeds in a crowded marketplace.”
He further emphasised the importance of testing and ongoing optimisation: “Each app and brand is unique. A/B testing can help identify what works best for your app. Once changes are implemented, continuous monitoring and optimisation are crucial. A one-size-fits-all strategy will not work in app marketing; a considered and adaptable approach where every detail matters is essential.”
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