How Do I Get More Downloads From My App Store Page?

Your app store page is basically a shop window—and if that window doesn't look appealing, people will just walk past. I've spent years building apps for all sorts of clients, from tiny startups to massive companies you'd recognise instantly, and one thing that always surprises people is how much their store page actually matters. You can have the best app in the world, but if your store page doesn't convert visitors into downloads, you're leaving a huge amount of potential on the table.

Here's the thing—most developers think the hard work ends when they submit their app to the store. That's actually when a whole new challenge begins. Getting people to your app store page is one battle; convincing them to tap that download button is another entirely. And its not just about making things look pretty or writing clever copy, although those things help. Its about understanding what makes someone decide to trust your app enough to give it space on their device.

The difference between a 15% conversion rate and a 35% conversion rate isn't luck—it's knowing what matters to your users and giving it to them straight away.

What we're going to cover in this guide is exactly how to optimise your app store page so more people actually download your app. We'll look at conversion rates, what makes people click that button, how to write copy that actually connects with real humans (not just algorithms), and how your screenshots and videos can make or break your chances. We'll also dig into ratings, reviews, search visibility, and most importantly—how to test everything so you know what's working and what isn't. Because honestly? Guessing is expensive, and data tells you the truth.

Understanding Your App Store Conversion Rate

Right, so before we get into the tactics of improving your app store page, you need to understand what we're actually measuring here. Your conversion rate is basically the percentage of people who visit your app store page and then actually download your app. Simple as that. If 100 people view your page and 25 of them download, you've got a 25% conversion rate—which would be brilliant, honestly.

Most apps sit somewhere between 15-40% conversion, but here's the thing; that number varies massively depending on your category, price point, and how people are finding you. A free utility app might see 35% conversion whilst a £10 productivity app might only get 8%. Neither is necessarily bad, it just depends on context.

The reason this matters is because getting traffic to your app store page is expensive. Whether its through paid ads, SEO, or whatever else—you're paying for every single visitor. So if your conversion rate is rubbish, you're basically throwing money away. I've seen clients spending thousands on ads only to realise their store page was converting at 5% when it should've been 25%. That's a 5x difference in download costs!

What affects your conversion rate

There are several factors at play here, and they all work together to either convince someone to download or send them running:

• Your app icon—first impressions matter, and this is literally the first thing people see
• Screenshots and preview videos—people scan these before reading anything
• Your ratings and review score—anything below 4 stars is a red flag for most users
• The description and feature list—though honestly fewer people read this than you'd think
• Social proof like download numbers or featured badges
• File size and compatibility—people check if it'll work on their device

Understanding which of these elements is dragging down your conversion rate is the first step to fixing it. And trust me, even small improvements can make a massive difference to your bottom line when you're spending real money on user acquisition.

What Makes People Actually Click Download

After working on hundreds of app store pages over the years, I've noticed something interesting—most developers get this bit completely wrong. They focus on features and technical specs when users are actually making split-second decisions based on much simpler things. It's a bit mad really, but your app store page has about 3-5 seconds to convince someone to keep looking or move on to the next app. That's it. Blink and theyve made their decision.

So what actually drives someone to click that download button? Well, its not what most people think. Sure, having a polished icon matters, but what really matters is whether your app looks like it solves a specific problem they have right now. I mean, think about the last time you downloaded an app—you weren't reading every word of the description were you? You probably glanced at the icon, scrolled through a few screenshots, maybe checked the rating, and made a gut decision. That's exactly how your potential users behave too. Before you even get to this point though, you need to be certain that your app actually solves a real problem people are willing to pay to fix.

The Three-Second Test

Your app icon and first screenshot work together as a team; if they don't immediately communicate what your app does, you've lost the user before they even start reading. I've seen gorgeous apps with terrible conversion rates simply because their store presence didn't make the purpose obvious enough. The best performing apps I've worked on all pass what I call the three-second test—anyone can understand what the app does and why they might want it within three seconds of landing on the page.

Here's what users are actually evaluating when they hit your app store page:

• Does this app look trustworthy and professional?
• Will it solve my specific problem or meet my need?
• Do other people like it? (ratings and review count)
• How big is the download and will it work on my device?
• Is it free or paid, and if paid, is it worth the price?

Your app icon should be recognisable even at tiny sizes—test it by shrinking it down to the size it appears in search results. If you cant tell what it is or it looks muddy, you need to simplify the design.

One mistake I see constantly is developers trying to appeal to everyone. They use generic language and broad claims that don't resonate with anyone in particular. The apps that convert best are laser-focused on a specific audience and make it immediately clear who they're for. You know what? Its better to have 100 people think "this is exactly what I need" than 1,000 people think "yeah this might be useful I guess." Because that second group? They don't download apps—they just keep scrolling.

Writing Store Copy That Connects With Users

Your app description is where most people mess up, honestly. They write what they think sounds professional or they list features like its a spec sheet—but here's the thing, nobody cares about your features until they understand what the app actually does for them.

I mean, think about it. When you're scrolling through the app store yourself, do you really read descriptions that start with "Our patented technology leverages..." or do you want someone to just tell you straight what the app does? The best descriptions I've written over the years are the ones that get to the point fast, explain the benefit clearly, and give people a reason to care within the first two sentences.

Your First Two Sentences Matter Most

Most people only see the first couple of lines before they have to tap "more" to expand the full description. That means you've got maybe 15-20 words to hook them. Waste those on corporate speak and you've lost them already. I always start with the core problem the app solves—what pain point does it address? What does it help people do better, faster, or easier?

After that opening, you can get into specifics. But keep it conversational, keep it simple. Write like you're explaining the app to someone at a coffee shop, not pitching to a boardroom. Use short sentences. Break up your paragraphs. Make it scannable because people dont read—they skim.

Features Come Last

Sure, you need to mention what your app can do, but frame it around benefits. Instead of "Push notification system" try "Get reminded when its time to..." See the difference? One is technical, one is human. And at the end of the day, people download apps that feel like they were made for them, not for some imaginary perfect user that doesn't exist.

Screenshots and Preview Videos That Work

Right, lets talk about the visual stuff—because honestly, this is where most apps lose people. Your screenshots and preview videos are doing the heavy lifting on your store page, whether you like it or not. Most users will scroll through your images before they read a single word of your description, and if your visuals don't immediately show them why they should care? They're gone.

I've tested hundreds of different screenshot approaches over the years and here's what actually works: show the benefit, not just the interface. Nobody cares that you have a nice menu button or a clean settings page. They want to see what the app will do for them, how it'll make their life easier or more enjoyable. So instead of just showing a static screen of your app, add text overlays that explain what's happening—"Book appointments in 30 seconds" or "Track your spending without thinking about it". Make it dead obvious.

The first screenshot is your one chance to stop someone mid-scroll, so it needs to answer the question they're asking: what's in this for me?

Your first screenshot matters way more than the rest, by the way. Its the one that shows up in search results and its the first thing people see. If you bury your best feature in screenshot number four, most people will never see it. Lead with your strongest selling point.

Preview Videos: Keep Them Short

Now, preview videos—they can be brilliant or completely pointless depending on how you approach them. Keep them under 30 seconds if possible. Show the app in action, not some fancy animation or logo reveal. Users want to see the actual interface and understand how it works. And please, for the love of all things good, don't add annoying background music that sounds like a corporate training video from 2008. Natural sound or no sound is often better than bad music.

Testing Your Visual Strategy

The thing about screenshots is they're really easy to test. You can swap them out, try different orders, add or remove text overlays, and measure what performs better. I usually recommend testing your first three screenshots because those are the ones most people actually look at. Try leading with different benefits, see what resonates. Maybe your audience cares more about speed than features, or maybe they want to see social proof before anything else. You won't know until you test it.

The Role of Ratings and Reviews

Here's something most people don't realise—your star rating is probably the single most important thing on your entire app store page. I mean it. You can have the best screenshots in the world, perfect copy, a brilliant icon...but if you've got 2.5 stars? Nobody's downloading that app. Its just not happening.

The average user wont even consider downloading an app with less than 3.5 stars. And honestly, even that feels risky to most people. They're looking for apps with 4 stars or higher, preferably closer to 4.5. You know what the mad thing is? Even a difference of 0.2 stars can impact your conversion rate by 20-30%. That's huge when you think about how much you're probably spending to get people to your store page in the first place.

Why Reviews Matter More Than Ever

But its not just about the star rating itself—people actually read reviews. Sure, they might only read the first few, but those top reviews shape their entire perception of your app. I've watched this happen countless times; an app with solid features loses downloads because someone left a detailed one-star review about a bug that was fixed months ago. The review stays there, right at the top, scaring away potential users. If you're wondering whether to pay for reviews or grow them organically, the answer is always to focus on genuine user feedback.

The best thing you can do? Reply to every review you possibly can. Especially the negative ones. When people see a developer actively responding to problems and helping users, it changes the entire dynamic. Suddenly you're not just another faceless app—you're a team that actually cares. And that makes people way more willing to give you a chance, even if a few reviews mention issues. Just remember that neglecting your app after launch will inevitably lead to negative reviews and poor ratings over time.

App Store Search and Keywords

Right, so here's where things get a bit technical—but stick with me because this stuff actually matters. When someone searches for an app in the App Store or Google Play, you want your app to show up. Simple as that. But the way you make that happen isn't about stuffing every keyword you can think of into your title, its about being smart with the limited space youve got.

Apple gives you 30 characters for your app title and 100 characters for a keyword field that users never see. Google Play is a bit more generous with up to 50 characters for your title and 80 characters for a short description. But here's the thing—every character counts. I mean really counts. You need to think carefully about which words your potential users are actually typing into that search box, not which words you think sound clever or professional.

The biggest mistake I see? Companies using brand terms that nobody knows yet. If youre a startup and you call your app something like "Nexus Pro Dashboard," guess what? Nobody is searching for that because theyve never heard of you. They're searching for things like "expense tracker" or "budget planner" or "spending app." Those are the words that need to be in your title or subtitle, because those are the searches that will actually get you discovered.

How to Find the Right Keywords

You don't need fancy tools to start (though they help). Begin by thinking about what problem your app solves and how people describe that problem. If your app helps people meditate, they might search for "meditation app," sure, but they might also search for "sleep sounds," "relaxation," "anxiety relief," or "breathing exercises." Each of these is a potential keyword that could bring people to your store page.

Look at your competitors too. What keywords are they using in their titles? What shows up when you type your main keyword into the app store search? The apps that appear are the ones getting the keywords right—or at least getting some of them right. Take notes on what you see.

Keyword Priority List

Not all keywords are equal. Some are searched thousands of times a day, others maybe ten times. Some have massive competition from established apps, others are wide open. Here's how I think about prioritising which keywords to use:

• High search volume + low competition = your golden ticket (these are rare, grab them)
• Medium search volume + low competition = still really valuable, use these in your keyword field
• High search volume + high competition = only worth it if you can genuinely compete with the big players
• Low search volume + any competition = usually not worth the space unless its very specific to your niche

But here's where it gets interesting—you cant just pick keywords and forget about them. The app stores are constantly changing how they rank apps, and what worked six months ago might not work now. I've seen apps lose half their organic downloads because they didn't update their keywords to match how people's search behaviour changed. And yes, it does change. Language evolves, trends come and go, new competitors introduce new terms to the market.

One more thing about keywords that catches people out: relevance matters more than you think. Apple in particular has got pretty good at detecting when you're using keywords that don't actually match what your app does. If you claim your photo editing app is also a "fitness tracker" just to grab some extra searches, Apple's algorithm will notice that people who find you through that keyword immediately leave without downloading; over time that will hurt your rankings for all your keywords.

Your app title is the most powerful place for keywords—it has about 7x more weight than your keyword field—so don't waste it on something cute that nobody searches for. Save the creative branding for after you've got traction.

The keyword field (on iOS) is hidden from users so you don't need to make it readable. You can separate words with commas and the app store will automatically create combinations. So if you put "budget,money,finance,tracker" the store will try matching searches like "budget tracker," "money tracker," "finance app" and so on. No need to repeat words or use spaces—honestly its just wasting characters.

Testing is the only way to really know if your keywords are working. Change one thing at a time (either your title or your keyword field, not both) and give it at least two weeks to see the impact on your search rankings and impressions. Most app store analytics tools will show you which search terms are bringing people to your page, and that data is gold. Double down on what's working, cut what isn't.

Testing and Measuring What Works

Here's the thing—you can't just publish your app store page and hope for the best. I mean, you could, but that's basically throwing money away, isn't it? Every element on your store page affects whether someone downloads your app or moves on to the next one, and the only way to know whats actually working is to measure it properly.

Most app stores give you basic analytics right out of the box. Apple's App Store Connect and Google Play Console both show you how many people viewed your page, how many downloaded, and where they came from. That's your starting point. Your conversion rate (the percentage of visitors who actually download) tells you if somethings broken—if its below 20% for iOS or 30% for Android, you've got work to do. But here's where it gets interesting: those averages don't mean much without context. A finance app targeting professionals will convert differently than a casual game targeting teenagers.

The key metrics I track for every project are impressions, page views, and downloads. Sure, thats obvious. But I also look at the drop-off points;where exactly are people losing interest? If you're getting impressions but no page views, your icon's the problem. If you're getting page views but no downloads, its your screenshots or description that needs fixing. You need to set up proper tracking before you change anything, otherwise you're just guessing. And guessing costs money. If you want to understand which ASO changes are actually moving the needle, you need to track the right metrics consistently.

Google Play lets you run experiments directly in the console, comparing different versions of your screenshots or descriptions. Apple doesn't have this built in (bloody hell, I wish they did) so you need to use external tools or run manual A/B tests by changing elements over time and measuring the results. Either way, test one thing at a time—change everything at once and you wont know what actually made the difference.

Running Experiments on Your Store Page

Right, so you've got your app store page set up and its pulling in downloads—but here's the thing, you don't actually know if what you've created is the best version it could be. I mean, how would you? Unless you're testing different approaches, you're basically just guessing what works and what doesn't.

App store experimentation isn't rocket science. Both the App Store and Google Play have built-in tools for this (Apple calls theirs Product Page Optimisation, Google has it in the Play Console under Store Listing Experiments). You can test different icons, screenshots, and even app preview videos to see which versions get more people to tap that download button.

Start with your icon—it's the first thing people see and honestly, a bad icon can kill your conversion rate before anyone even reads your description. Test bold colours against subtle ones, abstract designs against literal representations of what your app does. You'd be surprised how much difference this makes; I've seen icon changes alone improve downloads by 20-30%.

The apps that consistently perform best in the stores are the ones that never stop testing and refining their presence based on real user behaviour

Screenshots are the next big test opportunity. Try different feature highlights, various amounts of text overlay, or even completely different visual styles. Some apps do better with clean product shots while others need explanatory text to help users understand the value. You won't know which camp you fall into until you test it.

Keep your experiments running for at least a week, preferably two—you need enough traffic to make the results meaningful. And don't test everything at once; change one element at a time so you actually know what made the difference. Its tedious but this methodical approach is what separates apps that grow from ones that stagnate.

So there you have it—everything I've learned about getting more downloads from your app store page after years of building and launching apps for all kinds of clients. Its a lot to take in, I know, but here's the thing: you don't need to implement everything at once. Start with the basics. Make sure your app icon is clear and recognisable. Write your description in a way that actually speaks to real people. Get your first five screenshots right because thats what most users will see before they decide. And if you're starting from scratch, check out our guide to creating a successful app launch that complements your store optimisation efforts.

The biggest mistake I see people make is treating their store page like a set-it-and-forget-it thing. Your store page is never finished—it should evolve as you learn more about what works and what doesn't. Test your screenshots every few months. Update your description when you add new features. Keep an eye on your conversion rate and notice when it dips; that's usually telling you something needs attention. And if you're not seeing downloads despite a great store page, there are proven ways to grow your user base without expensive advertising.

And look, getting more downloads isn't just about clever tricks or perfect copy (though those help). It's about genuinely understanding who you're building for and showing them—quickly and clearly—that your app solves their problem better than the alternatives. When you nail that, the downloads follow naturally. Users can tell when you've put thought into your store presence versus when you've just thrown something up there hoping for the best.

Remember that every app is different. What works brilliantly for a productivity app might fall flat for a game. The only way to know what works for your specific app is to test, measure, and adjust based on real data from real users. Start making changes today—even small ones add up over time and can make a massive difference to your download numbers.

Frequently Asked Questions