Grow your Shopify App in 2025 – Part 2: Conversion Optimization Best Practices
Effective strategies for growing Shopify apps are constantly evolving. Techniques that boosted Shopify app growth last year may not work this year, and some of what’s possible this year was not possible last year. Savvy app developers know they must stay on top of the latest best practices to drive Shopify app growth in this dynamic and competitive ecosystem.
My name is Boaz Lantsman. I help dozens of Shopify apps grow through my Shopify app growth agency, Convert2x. Shopify app developers are generally smart, creative people. They try things. Some of them work. I help them improve in some aspects and learn from what they already do that works in others. We can always measure what’s working through the Shopify app growth platform I’ve co-founded, Prys.
My exposure to some of the most sophisticated and successful apps in the Shopify ecosystem, insider knowledge of their actions, and ability to measure results puts me in a unique position to know what drives growth for Shopify apps.
I will share all I know about effectively growing Shopify apps in 2025. Don’t go anywhere.
To grow your app, you need to focus on the three key pillars of Shopify app growth: Traffic, Conversion, and Monetization.
Know your best keywords. Grow organic and paid search traffic. Develop other effective marketing tactics.
Optimize your Shopify app card, app store page, and post-install funnel for conversion.
Price, present your pricing, and monetize optimally for maximum ARPU and revenues.
This article covers the first part: Effective ways of growing your Shopify app traffic in 2025.
You can read Part 2: Shopify app conversion optimization for 2025 now. I’ll soon publish part 3 — Shopify app Pricing & Monetization best practices for 2025. Follow me on Medium or connect with me on LinkedIn to get notified as soon as they’re out.
To scale your Shopify app effectively, it’s essential to grow top-of-funnel traffic. Focus on the following areas:
Focusing on the best traffic sources and keywords is essential for achieving scalable Shopify app growth. Evaluate each source — whether blogs, partners, or ads — based on its contribution to conversions and revenue.
Prys provides end-to-end funnel tracking, enabling you to see installs, subscribers, and revenue for each keyword and marketing campaign. This data lets you prioritize high-value campaigns and keywords, focusing on those that best contribute to Shopify app growth.
Search volumes are also critical for your keyword strategy. Your #1 keyword may have as many searches as the rest of your top 10 combined. You can see search volumes by checking the impressions/visibility for top keywords in Shopify ads (valid only for [Exact] keywords, not broad).
The placement of an app store page in the Shopify app store organic search results is influenced by various factors, including the relevance of the app’s title, description, and keywords to the user’s search query, the number and quality of user reviews, and ratings — particularly recent ones, the app’s installation rates, “Built for Shopify” badge, the frequency of updates and improvements, and the overall engagement and user experience provided by the app.
You can easily boost your organic traffic for relevant search terms by placing strategic keywords in your app store page listing and related places. The more prominently a keyword is placed, the higher you’ll rank for it in Shopify’s organic app store search results and the more traffic you’ll get.
There are only so many prominent places to insert keywords in your app store listing. It’s critical to prioritize. You want to focus on the most valuable keywords for your app.
Once you have a prioritized list of keywords, you can place them strategically in your app store listing, growing the organic traffic you get from related searches.
5. Your app URL is another place where you can add a keyword after your app’s name. For example https://apps.shopify.com/avada-email-marketing
6. App introduction is the prominent copy section below your video. You get 100 characters, 20–25 words, for your app’s value proposition. That gives you enough room for several top keywords.
7. Use your general copy and bullets to write your top keywords. Some repetition is ok.
By prioritizing high-value keywords across your app listing, you can attract more organic traffic and fuel Shopify app growth.
Performance marketing is a powerful way to drive targeted traffic and scale Shopify app growth. By optimizing campaigns on Shopify and Google Ads, you can reach a larger audience and increase app visibility.
Begin with 15–20 high-value keywords on Shopify and Google Ads. Use a mix of broad and exact match keywords: broad match helps uncover new terms, while exact match targets specific, high-converting keywords. Regularly review search terms, moving effective keywords to exact match and adding ineffective ones to a negative keyword list.
With Prys you can discover additional keywords that drive growth for your Shopify app, resulting in more installs at a lower cost per install.
Many top-performing Shopify apps use Google ads to boost traffic. Ads can lead to your app store page or a landing page outside Shopify, though app store pages typically yield higher conversions. There are two reasons to send to a landing page: You have monetization outside of Shopify, or the keyword is too competitive for sending to the app store page.
Shopify prohibits merchants from bidding on and using the ‘Shopify’ brand in the ad copy. There are several workarounds:
Google ads offers several automated campaigns. Based on recent research on ~15K Google ads accounts, by Optmyzr, a PPC management platform, Maximize Conversion Value and Target ROAS (Return On Ad Spend) automated campaigns vastly outperform manual PPC and other campaign types in terms of ROI.
Google’s advanced machine learning algorithms use deep-funnel events such as app install, subscription, and payment data for Smart Bidding. Smart Bidding is required to run high-performance Maximize conversion value or Target ROAS (Return On Advertising Spend = ROI) campaigns.
Because Prys’s technology is based on user journey attribution from app store visits to paying customers, Prys can send Shopify Install, subscribe, and payment events, their GCLIDs (Google’s ad click identifier), and the event values to Google ads, enabling Smart Bidding and high-performance automated campaigns. These campaigns can use your Shopify app store page as the landing page.
Sending deep-funnel event actions & values to Google can be the most effective way to grow your app profitably with Google ads.
Once your Shopify and Google ads are stable test other performance marketing platforms such as LinkedIn, Facebook, Bing, Reddit, Pinterest, YouTube, Instagram, TikTok, and Twitter. You can track performance by using Prys.
M1: Launch Shopify and Google ads for your top 15–20 keywords
M2: Check ROI, tune campaigns & add keywords. Set up conversion reporting and run a Maximize Conversion Value test campaign
M3: Tune campaigns & add keywords. Add, test, optimize, and expand other platforms: Facebook, LinkedIn, TikTok, Instagram, Bing, etc.
There are many effective ways to market Shopify apps beyond search marketing. Different tactics work for different apps. Try the tactics that you believe may work. Make sure you can measure if they do.
If you’ve been doing marketing for some time, you’ve accumulated insightful data. Once you connect your app to Prys, you’ll see which Shopify app marketing tactics drive revenues and should be expanded.
Use these tactics to grow your top-of-funnel traffic and scale your app:
By implementing these Shopify app growth strategies, you can increase app store traffic and scale your business effectively in 2025.
Stay tuned for parts 2 and 3 on Conversion and Monetization strategies for Shopify app growth in 2025. Follow me on Medium or connect with me on LinkedIn for updates.
See you soon in the next article: Shopify App Conversion Optimization Best Practices for 2025.
Grow your Shopify App in 2025 – Part 2: Conversion Optimization Best Practices
How to grow your Shopify app to $100K MRR and beyond
B2b SaaS: How we multiplied conversion rate by 16x and scaled to a $100M exit
Since 2018, we’ve been helping Shopify apps achieve exceptional growth.
Our team at Convert2x offers a comprehensive solution to scale your Shopify app:
– Grow organic and paid traffic
– Optimize your Shopify funnel
– Maximize monetization
Convert2x was founded by Boaz Lantsman, a repeat entrepreneur and conversion rate optimization expert. Since our inception, we have focused on Shopify apps, perfecting every aspect of scaling: from SEO and paid traffic acquisition through end-to-end funnel optimization that maximizes monetization.
Before founding Convert2x, Boaz led marketing at a B2B SaaS startup, where his strategies multiplied the conversion rate by 16x and increased sales by 7x, leading to the company’s acquisition by DocuSign for nearly $100 million. Following this success, Boaz co-founded RoutePerfect, a travel startup where he achieved a 12x increase in conversion rate and scaled the platform to 5 million users and $500K MRR.
In addition to his work at Convert2x, Boaz co-founded Prys, a breakthrough Shopify app growth platform (https://www.prys.io). Prys provides end-to-end attribution, showing which search terms and campaigns drive your revenues, and offering actionable insights to scale your Shopify app.
At Convert2x, we apply Boaz’s proven methodologies and our team’s extensive expertise to help Shopify apps thrive. Join us, and let’s grow your app to new heights.
We help Shopify apps find and prioritize keywords, scale traffic with SEO and paid ads, maximize monetization, and optimize the Shopify app store page and post-install funnel.
We had a great experience on our funnel optimization project. Boaz was instrumental in helping us improve our funnel, which ultimately led to doubling our conversion rate and tripling our sales.“
Boaz helped us build a cohesive digital funnel and improve our customer experience. He is a seasoned marketer who understood our brand positioning, value, and the competitive landscape.”
Boaz and his team delivered a highly rigorous, professional, and impactful project to optimize our conversion funnel and we would not hesitate to recommend Convert 2x to other businesses looking to realize exponential returns.”
I’ve worked with many consultants before, who are just in it to sign another client and make another dollar. Boaz is far from that type of person. There haven’t been many people in my career who I’ve worked with that “get it” quite like Boaz. He uses a data-driven approach and industry knowledge to provide strategies that work. He helped us optimize some areas of our business better than I could have imagined. I thought some of the projections he proposed to us were impossible, but we’ve actually outperformed these and are still on our way up. I couldn’t recommend Boaz more (unless you are a competitor, in which case he sucks…)