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Breaking Barriers – How ASO & A/B Testing Skyrocketed Installs by 150%

Smartest techniques in the business.

Service: App Store Optimization

RESULTS

  • +350% Ranked Keywords iOS (UK)
  • +320% Organic Installs GP (US)
  • +310% Organic Installs iOS (US)
  • +290% Ranked Keywords iOS (US)
  • +275% Organic Installs GP (UK)
  • +260% Ranked Keywords GP (DE)
  • +250% Organic Installs iOS (CA)
  • +240% Ranked Keywords GP (CA)
  • +230% Organic Installs GP (CA)
  • +220% Organic Installs GP (IN)
  • +210% Ranked Keywords iOS (BR)
  • +200% Organic Installs GP (BR)
  • +195% Ranked Keywords iOS (FR)
  • +185% Organic Installs GP (AU)

+350%

Ranked Keywords iOS (UK)

+320%

Organic Installs GP (US)

+310%

Organic Installs iOS (US)

Service: App Store Optimization

Genre: Casual
Author: S. M. Mehdi Rizvi
Case Study Duration: January 2021 – December 2024

Who Is Our Partner?

Our partner is a globally recognized gaming company, renowned for its innovative approach and expertise in the mobile gaming industry. With a strong presence in both established and emerging markets, they have consistently ranked among the top publishers worldwide. Specializing in Hypercasual, Hybrid Casual, and Midcore game categories, our partner has a proven track record of delivering engaging and high-quality gaming experiences. Their deep understanding of player behavior and market trends makes them a leader in the industry.

Purpose of the Promotion

The client had successfully transitioned their game from a soft launch to a hard launch, gaining initial traction through paid user acquisition campaigns. However, despite strong performance in paid channels, organic installs were not growing proportionally. While campaign-driven installs spiked temporarily, organic growth remained stagnant, indicating a need for a more sustainable strategy.

The game, belonging to the Casual category, faced intense competition in both global and regional markets. To address these challenges, the primary goals of this promotional campaign were to:

  • Improve game listing rankings
  • Increase visibility in search resultsAttract new users
  • Boost conversion rates
  • Enhance user retention
  • Leverage seasonal and event-based promotions

Key Challenges

    • Creative Optimization: Crafting icons, screenshots, and videos that resonated with diverse audiences across multiple regions was a complex task. Misalignment between creatives and gameplay could lead to higher uninstall rates.
        • Highly Competitive Niche: The game operated in a saturated market, with approximately 251 direct competitors identified during the initial analysis.
      • Tough Target Regions: The campaign focused on key markets, including the United States, United Kingdom, France, Brazil, Canada, and Indonesia—regions known for their highly competitive app store landscapes. Each region had unique user preferences, cultural nuances, and local competitors, making localization and regional optimization critical.
      • Low Organic Growth: Despite strong paid acquisition performance, organic installs were stagnant. This indicated a gap in organic discoverability and conversion rate optimization (CRO) that needed to be addressed.

Team Actions

1. Utilizing ASO Tools

To ensure a data-driven and effective approach, we leveraged a suite of industry-leading ASO tools.

  • Keyapp.top: A specialized tool for keyword tracking and ASO insights, particularly useful for identifying long-tail keywords and tracking performance in real-time.
  • AppTweak, Data.ai, Sensor Tower and MobileAction for additional keyword insights

2. Title Optimization

The original title of the game was performing well in terms of brand recognition but was limited to the brand name alone, which restricted its discoverability in search results. To address this, we strategically integrated category-specific keywords into the title, ensuring it appealed to both existing fans and new users searching for casual games.

Conducted in-depth keyword research to identify high-performing, relevant keywords within the casual category.

  • Achieved a 55% increase in overall visibility.
  • The game not only maintained its ranking for the brand name but also saw a 90% improvement in visibility for category-specific keywords.
  • This optimization led to a significant boost in organic installs, as the title now resonated with users searching for casual-related games.

3. Short Description Optimization

The short description is a critical element in driving Conversion Rate (CVR), as it provides users with a quick snapshot of the game’s value proposition. Based on our observations, an optimized short description can boost CVR by up to 75%

Approach:

  • Conducted A/B testing across multiple iterations to identify the most effective messaging.
  • Focused on highlighting the game’s unique features, benefits, and call-to-action (CTA) to encourage downloads.

Results:

  • Significant improvement in the game’s visibility
  • A noticeable increase in organic installs due to the enhanced appeal of the short description.

4. Long Description Optimization

The long description serves as a detailed pitch to potential users, making its optimization essential for driving conversions.

Approach:

  • Conducted keyword research tailored to the target countries, focusing on high-volume, low-competition terms.
  • Crafted the content in proper US English to ensure clarity and professionalism.
  • Used DeepL for initial localization, to ensure cultural and linguistic accuracy.

Results:

 

  • Achieved an average 35% conversion increase in Tier-1 countries.
  • Improved keyword rankings and user engagement due to the optimized and localized content.

5. Icon A/B Testing

Approach:

  • Analyzed category trends using AppTweak to identify effective color schemes, styles, and design elements.
  • Conducted structured A/B testing to compare multiple icon variations and determine the highest-performing design.

Results:

  • The game’s conversion rate improved from 12% to 35%.
  • Increased CTR and brand recognition due to the visually appealing and category-aligned icon.



6. Screenshot A/B Testing

Screenshots play a vital role in showcasing the game’s features and gameplay, influencing user decisions.

Approach:

  • Ensured screenshots accurately represented gameplay to avoid misleading users and maintain trust.
  • Collaborated with the LiveOps team to implement any new levels or features depicted in high-performing screenshots.

Results:

  • Store performance increased by 20%.
  • Higher user retention rates due to the alignment between screenshots and actual gameplay.

7. Video A/B Testing

Approach:

  • Ensured all videos showcased authentic gameplay and avoided misleading content.
  • Tested various video lengths, styles, and CTAs to identify the most effective format.
  • Implemented promotional content in the game before featuring it in videos to maintain consistency.

Results:

  • A significant boost in conversion rates due to engaging and accurate video content.
  • Increased user trust and download intent through transparent and appealing video previews.

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

8. Localization Updates

Localization is essential for resonating with users in different regions and driving conversions.

Approach:

  • Conducted target-country-specific keyword research to identify culturally relevant terms.
  • Adjusted the text in proper US English before translating it into local languages.
  • Used Google Translate/DeepL or initial localization and refined the content through a third-party paid service for accuracy.

Results:

  • Achieved an average 35% conversion increase in Tier-1 countries.
  • Improved user engagement and download rates in non-English-speaking markets.

9. Custom Store Listings

Custom Product Pages (CPPs) allow for tailored messaging and creatives to suit specific regions or user segments.

Approach:

  • Created regional CPPs for markets with low conversion rates, incorporating localized keywords, visuals, and messaging.
  • Tested multiple variations to identify the most effective combinations for each region.

Results:

  • Substantial boost in conversion rates across targeted regions.
  • Enhanced user relevance and engagement due to personalized store listings.

10. Targeted Events & Promotional Content

Approach:

  • Designed promotional campaigns around key events such as Christmas, Halloween, New Year, Eid, Diwali, Soccer World Cup, Cricket, and Valentine’s Day.
  • Created event-specific creatives, including icons, screenshots, and videos, to capitalize on trending themes.

Results:

  • Consistently achieved a 25% increase in extra installs during promotional periods.
  • Improved user retention and engagement through timely and relevant content.

Results:

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