App Masters · Apr 27App Store Connect: iOS Conversion Analysis
Six-month install-to-trial conversion was only 1.8% against a 5% goal, while cumulative trial-to-subscriber was a normal 35%. New revenue per download was 19 cents, so the paywall is the priority.
Tips
- Build a monthly conversion spreadsheet from App Store Connect to locate funnel leaks▶ 0:05On his Moonlight app the sheet showed a healthy trial to paid rate but a very low install to trial rate, which pointed to the paywall.
- Aim for about 5% install to paid conversion and treat lower as a funnel problem▶ 9:59His app's six month true conversion rate was 1.8%, which he called really bad and wants to raise to the 5% range.
- Target 30 to 40% trial to paid conversion▶ 11:37Cumulatively his trial to sub rate was 35%, which he says is the normal range he typically sees.
- Track new revenue per download to see what each install is worth▶ 8:58His new revenue per download was 19 cents, so he needs to raise either conversion rate or downloads.
- Pull lifetime purchases from Units and include them in total conversion▶ 7:12His lifetime sales added $30 of new revenue in the period.
- Use the numbers to decide between paywall, pricing and onboarding fixes▶ 12:35He concluded his own priority was paywall optimization to lift 1.8% toward 5%.
- Low conversion can hurt keyword rankings despite good ASO▶ 13:08
