Ranked Keywords iOS (US)
Organic Installs GP (UK)
Ranked Keywords GP (UK)
Genre: Casual
Author: S. M. Mehdi Rizvi
Case Study Duration: January 2021 – December 2024
An app’s success depends on visibility, user engagement, and conversion rates. Our client, a promising but underperforming mobile application, was struggling to gain traction in a highly competitive market. With strategic App Store Optimization (ASO) and continuous A/B testing, we transformed it into a market leader, increasing organic downloads by 230% and boosting conversions by 150%.
Genre: Hypercasual (RPG)
Author: S. M. Mehdi Rizvi
Case Study Duration: July 2021 – December 2024
Despite a solid product, the app struggled with poor discoverability due to weak keyword optimization and unoptimized metadata.
Users were not clicking on the app listing, indicating ineffective app icons, screenshots, and preview videos.
Even when users landed on the app’s page, few proceeded to download. A lack of engaging visuals and persuasive descriptions was a key factor.
Many users abandoned the app within the first few days, suggesting problems with onboarding and UI/UX design.
To overcome these challenges, we implemented a structured A/B testing framework to refine every aspect of the app’s ASO strategy.
Challenge: The app was not ranking for high-value keywords.
Solution: We tested different keyword variations, focusing on long-tail, high-intent phrases. By incorporating relevant terms with strong search volumes, we improved the app’s ranking by 40%.
Challenge: The original app icon was generic and did not stand out among competitors.
Solution: We tested multiple icon designs, incorporating bold colors and simplified elements. The winning design increased CTR by 35%.
Challenge: The existing screenshots were not engaging and failed to communicate the app’s value proposition.
Solution: We redesigned screenshots with benefit-driven captions, dynamic visuals, and added a compelling preview video. This resulted in a 28% increase in page engagement.
Challenge: The description lacked persuasive language and failed to encourage downloads.
Solution: By A/B testing different CTAs and emphasizing user benefits rather than features, we increased conversion rates by 20%.
Challenge: High churn rates indicated a confusing onboarding experience.
Solution: We simplified the onboarding flow by reducing steps and adding in-app tooltips. The changes led to a 25% improvement in user retention.
The impact of this structured testing led to a significant boost in conversion rates.
This case study highlights how a data-driven ASO strategy combined with continuous A/B testing can significantly impact an app’s performance. By optimizing keywords, visual assets, descriptions, and onboarding, we transformed an underperforming app into a market leader.
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