Ranked Keywords iOS (US)
Organic Installs GP (UK)
Organic Installs GP (US)
Genre: Action
Author: S. M. Mehdi Rizvi
Case Study Duration: January 2021 – March 2023
In the competitive world of mobile apps, increasing visibility and downloads is a constant challenge. This case study explores how a mobile app increased its installs by 150% using a structured App Store Optimization (ASO) strategy. Through rigorous A/B testing, we identified the most effective elements that influenced user acquisition and engagement.
The primary goal of this ASO initiative was to significantly improve app visibility and conversion rates in both the Google Play Store and Apple App Store. By refining key ASO elements, we aimed to attract more organic users and enhance the overall performance of the app in highly competitive categories.
We leveraged industry-leading ASO tools such as App Annie, Sensor Tower, and SplitMetrics to track keyword rankings, analyze competitor performance, and gain insights into user behavior. These tools enabled us to discover emerging search trends, uncover long-tail keywords with high conversion potential, and identify gaps in competitor strategies. By integrating these insights, we added new, high-value keywords that aligned with user intent and improved discoverability. This data-driven approach allowed us to refine metadata, enhance app visibility, and drive organic growth effectively.
The app’s title was revised to include high-ranking keywords while maintaining brand identity. We tested multiple variations of the title to measure which one drove higher impressions and conversions. The winning title incorporated a mix of branded and generic keywords, significantly improving search rankings.
The short description, displayed prominently in the app store, was rewritten with compelling, action-oriented language and relevant keywords. We ran A/B tests to determine the best-performing variation, ultimately selecting one that increased engagement by 40%.
A more detailed and structured long description was developed, incorporating keyword-rich content, bullet points, and feature highlights. This not only improved readability but also enhanced keyword rankings. Google’s natural language processing (NLP) algorithms ranked the app higher due to improved content relevance.
The app’s icon is one of the most critical elements influencing download decisions. We tested different color schemes, layouts, and designs to determine which version resonated best with users. The most visually appealing icon led to a 25% increase in conversion rates.
Screenshots serve as a visual showcase of an app’s functionality. We tested multiple layouts, including:
A well-crafted app preview video was tested against different versions featuring varied pacing, narration styles, and highlighted features. The best-performing video was concise, engaging, and demonstrated the app’s core benefits in the first five seconds. This resulted in a 50% increase in engagement and installs from users who watched the video.
The impact of this structured testing led to a significant boost in conversion rates.
Expanding the app’s reach to international markets was crucial for growth. We localized metadata, descriptions, and screenshots in multiple languages, catering to non-English-speaking audiences. This move led to a substantial 40% increase in downloads from international markets.
By systematically implementing ASO best practices and leveraging A/B testing, we achieved the following results:
This case study demonstrates the power of ASO and A/B testing in driving app growth. By continually testing and refining key elements, we unlocked significant improvements in app visibility, conversions, and overall performance. ASO is not a one-time effort but an ongoing process that requires data-driven decision-making and continuous optimization to stay competitive in the app marketplace.
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