What Makes People Click on My App Instead of Others?

The average app loses 80% of potential installs before someone even taps on the listing, which means most developers spend months building something that gets ignored within three seconds of appearing in search results. I've watched this happen dozens of times over the past decade, where technically brilliant apps never get a chance because their app store presence doesn't do justice to what's inside. The difference between an app that converts at 5% and one that converts at 25% often has nothing to do with the actual functionality, but everything to do with those first few seconds when someone's thumb is hovering over the screen deciding whether to tap or keep scrolling.

Most apps never get installed because they fail to communicate their value in the three seconds it takes for a user to scroll past

What makes someone stop and actually tap on your app listing instead of the dozen others showing similar promises is a question I've spent years answering through real projects with real money on the line. When we rebuilt the app store presence for a healthcare booking app that was getting fewer than 200 installs per month despite having 50,000 searches for their exact keywords, we increased their conversion rate from 4% to 22% by changing just five elements of their listing... and the app itself stayed exactly the same. The users were already there searching for what they offered, they just weren't clicking through because nothing about the listing made them want to find out more.

Your App's First Impression Matters More Than You Think

When someone sees your app in search results or while browsing a category, they're looking at maybe four elements before making that split-second decision about whether to tap for more information. Your icon sits there next to your name, then they see your subtitle or short description, possibly the first screenshot if they're on a device that shows it, and maybe your star rating if you've got reviews. That's it. Four things to make or break months of development work.

The app stores show different amounts of information depending on whether someone finds you through search, through browsing categories, or through the charts. Search results on iOS show your icon, name, subtitle, star rating, number of ratings, and sometimes a "Get" button if there's enough space. Category browsing shows similar information but in a different layout. Charts show even less initially. You need to work with what gets displayed in each context, not what you wish people could see.

Here's what actually gets shown in different contexts:

• Search results display your icon, app name, subtitle (iOS) or short description (Android), star rating, and sometimes your first screenshot
• Category browsing shows similar information but people are scrolling faster and comparing more apps simultaneously
• Charts show even less detail, relying heavily on your icon and name recognition
• Featured placements give you more space but also raise expectations about production quality

The conversion rate from impression to listing view sits around 10-15% for most apps, meaning that out of every 100 people who see your app in search results, only 10 to 15 will even tap through to see more. Then of those 15, you might convert 2 to 4 into actual installs. This is why optimising what shows up before someone taps is just as important as what they see once they're on your full listing page, especially when considering why similar apps often get vastly different download rates.

Understanding How People Browse the App Store

People don't read app store listings the way developers think they do. After working with an eye-tracking study for an e-commerce client who wanted to understand why their conversion rate was stuck at 6%, we discovered that most people never scroll past the first three screenshots, never tap the "more" button on descriptions, and make their install decision within 15 to 20 seconds of landing on the listing page. Some never even look at the description text at all.

The browsing pattern follows a fairly predictable sequence. Someone lands on your listing (usually from search), glances at your icon and name to confirm they're in the right place, checks your star rating and number of reviews to gauge legitimacy, then immediately swipes through your first two or three screenshots. If nothing there grabs them, they're gone. If something catches their interest, they might read your opening description paragraph or watch a preview video if you've got one.

Mobile screens are small and people are impatient. Apps that try to tell their whole story with tiny text and lengthy explanations perform worse than apps that communicate their core value through clear visual demonstrations in those first screenshots. When we tested different layouts for a fintech app, we found that versions with large, clear screenshots showing the actual interface outperformed artistic mockups or lifestyle imagery by more than 40% in conversion rates. This visual approach becomes even more critical when you consider how users evaluate whether an app is worth their device storage space.

Track where users come from (search, browse, external link) because conversion rates vary significantly by source and you'll want to optimise for your highest-volume channels first

The Power of Your App Icon

Your icon is the single most important visual element in your entire app store presence. It appears everywhere... in search results, on home screens after install, in notification badges, in settings menus, in screenshots people share on social media. An icon that works well can increase your conversion rate by 20-30% compared to one that doesn't, and I've seen that exact scenario play out multiple times with clients who resisted redesigning their icons until we ran split tests.

What Makes an Icon Work

Icons that convert well share certain characteristics that have nothing to do with artistic taste and everything to do with visibility and recognition. They're simple enough to recognise at small sizes (think about how your icon looks at 40 pixels square on an older device), they use colours that stand out against both light and dark backgrounds, and they communicate something about what the app does without needing accompanying text.

Testing icon variations is easier than you might think. Create three or four options, then run them past people who match your target audience (not your development team or your friends who already know what your app does). Show each icon for just two seconds, then ask what they think the app might do. If they can't guess the general category, your icon isn't working hard enough. This process is particularly important when dealing with design-related concerns like protecting your visual identity in competitive markets.

Screenshots That Actually Make People Stop Scrolling

Screenshots are where most apps either win or lose the conversion battle. You get up to ten on iOS and eight on Android, but most people only look at the first two or three, so those opening images need to carry the entire burden of explaining why your app deserves space on someone's device. Text-heavy screenshots with marketing copy overlaid on blurred interface images generally perform worse than clean, clear views of your actual interface showing real functionality.

The first screenshot gets viewed by nearly everyone who lands on your listing, the second by about 70%, the third by maybe 40%, and everything after that by fewer than 20% of visitors

When we optimised screenshots for an education app that teaches languages, we tested two completely different approaches. The original version showed happy people using the app with large text overlay describing features. The new version showed actual interface screens demonstrating how lessons worked, with minimal text. The interface-focused version increased installs by 35% because people could actually see what they'd be getting, not just marketing promises about what the app claimed to do.

Screenshot Order Strategy

Your first screenshot should show your app's primary function in action. Not a welcome screen, not a logo splash, not an artistic interpretation. Show someone what happens when they open your app and start using it for its main purpose. If you're a fitness tracker, show the workout tracking screen. If you're a food delivery app, show the restaurant browsing interface. Save the clever marketing angles for later screenshots that most people won't see anyway.

The second and third screenshots should cover your next most important features or use cases. Think about the questions someone might have after seeing your first image. If your first screenshot showed workout tracking, maybe your second shows progress graphs and your third shows social features or workout plans. Each screenshot should answer an unspoken question about functionality or value, not just repeat the same information in different colours. For apps targeting specific markets, this becomes even more important - real estate apps need to clearly show whether they serve buyers, sellers, or both right from those opening screenshots.

Writing an App Description People Will Read

Most app descriptions get ignored completely because they start with generic marketing language that could apply to any app in the category. "The best way to manage your tasks" or "Revolutionary approach to fitness tracking" tells someone nothing useful about what your app actually does differently. The opening paragraph needs to state clearly and specifically what problem you solve and for whom, because that's the only part that shows up before someone taps "more" to expand the full text.

Descriptions that convert well follow a structure that frontloads value. The first sentence identifies the specific problem or need, the second sentence explains what your app does about it, and the third might mention your key differentiator. Then you can break into bullet points covering main features, each described in terms of what someone can actually do rather than vague benefits or technical specifications. This detailed planning phase is crucial, much like conducting a thorough feasibility study before development begins.

Features vs Benefits Done Right

Writing about features means describing what your app does in concrete terms. Writing about benefits means explaining why someone should care. The trick is doing both at once by framing features in terms of what they enable. Instead of "Advanced notification system," try "Get reminded about upcoming deadlines without having to check the app constantly." Instead of "Cloud synchronisation across devices," try "Start work on your phone and finish on your tablet without losing anything."

Your description should include relevant keywords naturally because app store algorithms do index this text, but keyword stuffing hurts more than it helps. When someone reads your description (rare as that is), awkward phrasing or repetitive terminology makes them question whether the app itself is equally clumsy. I've seen apps with 4.8-star ratings and excellent functionality struggle to convert because their descriptions read like they were written by committee or translated through multiple languages.

• Open with your specific value in one clear sentence
• Use bullet points for feature lists so they're scannable
• Include keywords naturally without forced repetition
• Mention any awards, press coverage, or user numbers that build credibility
• End with a clear call to install or try specific functionality

Video Previews and When They're Worth It

App preview videos autoplay when someone lands on your listing (if you've uploaded one), which means they either help or hurt within the first three seconds before someone can scroll past them. Videos that start with slow logo animations or lengthy introductions typically decrease conversion rates compared to having no video at all, because they frustrate people who just want to see screenshots. Videos that immediately show interface interactions and real functionality can increase conversions by 15-20%, but only if they're done properly.

The production quality doesn't need to be fancy. Some of the best-performing preview videos I've seen were simple screen recordings with clean interface navigation showing exactly how someone would accomplish the app's main task. A 20-second video showing someone opening the app, navigating to a key feature, and completing a task often outperforms an expensive production with motion graphics and voiceover explaining abstract benefits. If you're considering creating promotional content for your launch, you might want to explore comprehensive video strategies that work beyond just the app store listing.

Most preview videos never get watched past the 10-second mark, so put your strongest demonstration of value in the first five seconds and treat anything after 15 seconds as bonus content for genuinely interested users

Getting Your Ratings and Reviews Working For You

Apps with fewer than 100 ratings struggle with conversion regardless of their actual star average, because people don't trust apps that look unproven. An app with 150 ratings at 4.3 stars will typically outperform an app with 30 ratings at 4.7 stars, because the social proof of volume matters more than a slightly higher average. Getting to that first hundred ratings should be a priority in your first few months after launch, even if it means being more aggressive about asking users for reviews.

The timing of your review prompt matters more than most developers realise. Apps that ask for reviews immediately after install get rejected or ignored most of the time. Apps that wait until someone has used a key feature successfully and had a positive experience get much better response rates. For that fintech app I mentioned, we changed the review prompt from appearing after three days to appearing after someone successfully completed their first transaction, and our review collection rate jumped from 2% to 11%. This strategic timing becomes especially important when you consider how payment integration affects user experience and satisfaction.

Responding to reviews, both positive and negative, signals to potential users that someone's actually maintaining the app. When people see developers responding thoughtfully to criticism and thanking users for positive feedback, it increases trust and often improves conversion rates by a few percentage points. You don't need to respond to every five-star review that just says "Great app," but addressing specific feedback shows you're listening.

Testing What Actually Gets Clicks

Both Apple and Google offer built-in tools for testing different versions of your app store listing (A/B testing for Google Play, product page optimisation for iOS), and running these tests is the only way to know what actually works for your specific app and audience. What works for a meditation app won't work for a trading app. What works for teenagers won't work for retirees. Generic advice only gets you so far.

Start by testing your screenshots because that's where you'll typically see the biggest impact. Create two versions that differ in one clear way... maybe one shows pure interface screenshots while the other adds text overlay explaining features, or one uses portrait orientation while the other uses landscape with annotated callouts. Run the test for at least two weeks and wait for statistical significance before making changes. Building momentum before your app even launches can help with these tests, which is why many successful developers focus on building an email list and audience during development.

Small percentage improvements in conversion rate compound significantly over time because you're applying that increase to every single person who views your listing for as long as you maintain those optimisations

Icon testing comes next if your screenshots didn't produce meaningful improvement. Icon changes can swing conversion rates by 20% or more, but they're risky because your existing users have already learned to recognise your current icon and changing it can cause confusion. Test icons before launch if possible, or wait until you have enough traffic volume that you can run a proper split test without the results being skewed by random variation.

Conclusion

The app store is a competitive environment where tiny improvements in how you present your app can translate into thousands of extra installs over time. Every element from your icon down to your fifth screenshot plays a role in convincing someone that your app deserves their attention and storage space. What gets clicks isn't usually what developers expect... it's not the cleverest marketing copy or the most artistic presentation, it's the clearest communication of specific value to someone who's scrolling quickly through dozens of options.

The apps that win this game treat their store listing as seriously as they treat their actual product, testing changes, learning from data, and continuously refining based on what their specific audience responds to. Your competitors are already doing this work, which means standing still effectively means falling behind. The good news is that most apps still have significant room for improvement in their store presence, so even basic optimisations can produce meaningful results relatively quickly.

If you're struggling to get the installs your app deserves or you'd like help optimising your app store presence, get in touch with us and we can look at what might be holding your listing back.

Frequently Asked Questions