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Conversion Rate (CVR)

Conversion Rate (CVR)

Sergey Zubkov

Updated: July 27, 2023

3 min read


What is a CVR

Mobile app conversion rate (CR or CVR) is the percentage of users who achieve a specific goal within the app, such as making a purchase, creating an account, subscribing to a service, or completing a survey.

Conversion rates are an important metric for mobile app developers and marketers as they indicate the effectiveness of the app in driving user engagement and achieving business goals. A higher conversion rate typically means that the app is successfully guiding users towards the desired action, while a lower conversion rate may indicate that there are issues with the user experience or the app’s marketing strategy.

How to calculate conversion rate

The formula for mobile marketing CVR:

Conversion Rate = (Number of Users who Completed the Desired Action / Total Number of Users who Engaged with the App) x 100%

For example, if 1,000 users engaged with a mobile app and 200 of them completed a purchase, the conversion rate to paying customers would be:

Using the CVR formula, the conversion rate would look like 

(200 / 1,000) x 100% = 20%

Conversion rate to paying customers

To determine the success of marketing and monetization strategies, the conversion rate to paying customers in mobile apps measures the percentage of users who make a purchase or subscribe to a paid service within the app. A higher conversion rate suggests a successful conversion of users into customers, while a lower rate may indicate the need for changes in the app’s pricing strategy, user experience, or marketing tactics.

To improve your conversion rate, conducting A/B testing on mobile paywalls can be helpful. Adapty offers the option to create a paywall, conduct A/B tests, and view metrics on user behavior such as churn and LTV. It also allows you to see the conversion rates to purchases and trials, as well as the critical monetization metrics of ARPPU and revenue.

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