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ASO Case Study: How to Increase Installs by 250% Through A/B Testing

Smartest techniques in the business.

Service: App Store Optimization

RESULTS

  • +750% Ranked Keywords iOS (US)
  • +700% Organic Installs GP (UK)
  • +660% Organic Installs iOS (CA)
  • +620% Ranked Keywords GP (DE)
  • +590% Organic Installs GP (US)
  • +550% Ranked Keywords iOS (UK)
  • +520% Organic Installs GP (BR)
  • +490% Ranked Keywords GP (FR)
  • +460% Organic Installs iOS (AU)
  • +430% Ranked Keywords GP (CA)
  • +400% Organic Installs GP (IN)
  • +370% Ranked Keywords iOS (BR)
  • +340% Organic Installs GP (FR)
  • +310% Ranked Keywords GP (IN)

+750%

Ranked Keywords iOS (US)

+700%

Organic Installs GP (UK)

+590%

Organic Installs GP (US)

Service: App Store Optimization

Genre: App
Author: S. M. Mehdi Rizvi
Case Study Duration: March 2020 – December 2023

Introduction

App Store Optimization (ASO) plays a crucial role in increasing app visibility, attracting users, and boosting downloads. This case study examines how a mobile app successfully increased its installs by 250% through strategic A/B testing of various ASO elements. By refining key factors such as the app title, short and long descriptions, icon, screenshots, and video content, the app was able to drive significant growth.

Key Challenges

    • Low Conversion Rates: Despite a stable number of impressions, the app was struggling to convert views into downloads.
    • Suboptimal Keywords & Metadata: The app was not ranking well for competitive keywords, limiting its discoverability.
    • Poor Visual Appeal: The existing app icon and screenshots were not engaging enough to attract users.
    • Lack of Video Content: The absence of an engaging preview video led to missed opportunities for demonstrating the app’s value.
    • Localization Gaps: The app had limited localization, making it difficult to attract international users.

Team Actions

1. Utilizing ASO Tools

The team used industry-leading ASO tools such as AppTweak, Sensor Tower, and SplitMetrics to analyze data, track performance, and identify areas for improvement. These tools provided insights into keyword rankings, competitor strategies, and conversion trends. Additionally, the team conducted in-depth research on New Keywords, leveraging these tools to uncover high-impact search terms, optimize metadata, and enhance app visibility in the marketplace.

2. Title Optimization

  • Tested multiple variations of the app’s title, incorporating high-volume keywords while maintaining readability.
  • Analyzed the impact of keyword placement on search rankings and click-through rates.
  • Selected the highest-performing title based on A/B test results.

3. Short Description Optimization

  • Created and tested multiple versions of the short description to highlight unique value propositions.
  • Focused on concise, action-driven messaging to encourage user engagement.
  • Measured the impact of keyword inclusion versus persuasive copywriting.

4. Long Description Optimization

  • Restructured the long description to improve readability, ensuring proper keyword placement without keyword stuffing.
  • Used bullet points and sections to highlight core app features, benefits, and user testimonials.
  • Conducted A/B testing on different formatting styles to determine the most engaging structure.

5. Icon A/B Testing

  • Designed multiple variations of the app icon, focusing on color schemes, typography, and branding elements.
  • Analyzed user preference data to determine which design resonated most with potential users.
  • Implemented the winning icon design, leading to a noticeable improvement in conversion rates.

6. Screenshot A/B Testing

  • Developed a series of new screenshots showcasing key features, user benefits, and in-app experiences.
  • Experimented with different layouts, captions, and color themes to identify the most engaging visual presentation.
  • Found that screenshots with a clear, step-by-step explanation of the app’s functionality performed best.

7. Video A/B Testing

  • Created multiple versions of a preview video, highlighting different aspects of the app (e.g., features, user testimonials, animations).
  • Tested variations in video length, voiceover style, and messaging.
  • Implemented the best-performing video, which significantly increased engagement and installs.

The impact of this structured testing led to a significant boost in conversion rates.

8. Localization Updates

  • Expanded localization efforts by translating app store metadata, descriptions, and visual assets into multiple languages.
  • Adjusted keywords and messaging based on cultural preferences and regional search trends.
  • Observed a strong correlation between localized content and increased downloads in non-English-speaking markets.

Results

After implementing these ASO strategies and A/B tests, the app experienced remarkable improvements:

  • 250% Increase in Installs: Organic downloads surged, confirming the effectiveness of ASO enhancements.
  • Higher Conversion Rates: Users were more likely to install the app after engaging with optimized content and visuals.
  • Improved Keyword Rankings: The app began ranking for more relevant, high-intent search terms.
  • Global Expansion: Localization efforts led to increased traction in international markets.

Visual Presentation of the Results

Conclusion

This case study highlights the power of A/B testing in ASO optimization. By systematically testing and refining various elements, the team was able to drive significant improvements in both visibility and conversion rates. These findings reinforce the importance of a data-driven ASO approach to maximize app growth and user acquisition.

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