Optimising app icons can lead to up to 25% more user acquisition, new research by SplitMetrics has revealed.

These insights come from the latest ASO Benchmarks & Mobile Trends Report 2024, which also revealed,mobile icons, on average, have the potential to boost conversion rates by up to 25%, with some apps experiencing even more significant increases in Tap-Through Rates (TTR).

Finance apps, in particular, can achieve an average 12% improvement in conversion rates by incorporating bold colors into their icons and screenshots, it stated.

App icons with a clear and simple background tend to perform better, with a conversion rate increase of over 26% across all categories.

While blue remains the most popular icon colour for finance apps, making up 43% of top apps, the research suggests that red can be a powerful choice for targeting the Chinese market, offering an average conversion increase of 5%.

The study also found that nearly half of app users view only the first two screenshots, with just 7% reaching the fifth screenshot in app store listings.

Additionally, the research revealed that seasonal App Store Optimisation (ASO) updates, such as those around holidays or special offers, can boost conversions by up to 14% for shopping apps.

Max Kamenkov, CEO & Co-Founder of SplitMetrics, stated, “Our research highlights that seemingly minor things in app marketing can make a big difference—what may appear to be a small decision on color, font type, or icon can actually determine whether your app lives or dies in this crowded marketplace.

Kamenkov further emphasized, “Our research showcases how app developers and marketers can make very minor tweaks to their storefront and see a substantial boost to user engagement. The challenge is understanding where and how to make these changes, which is why the testing we have conducted is so important because it removes some of these unknowns.”

He added: “”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.”