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Data-Driven ASO – How A/B Testing Unlocked Higher Conversions From 10% to 40%

Smartest techniques in the business.

Service: App Store Optimization

RESULTS

  • +850% Ranked Keywords iOS (US)

  • +800% Organic Installs GP (UK)

  • +760% Organic Installs iOS (CA)

  • +720% Ranked Keywords GP (DE)

  • +680% Organic Installs GP (US)

  • +650% Ranked Keywords iOS (UK)

  • +610% Organic Installs GP (BR)

  • +580% Ranked Keywords GP (FR)

  • +550% Organic Installs iOS (AU)

  • +520% Ranked Keywords GP (CA)

  • +490% Organic Installs GP (IN)

  • +460% Ranked Keywords iOS (BR)

  • +430% Organic Installs GP (FR)

  • +400% Ranked Keywords GP (IN)

+850%

Ranked Keywords iOS (US)

+800%

Organic Installs GP (UK)

+680%

Organic Installs GP (US)

Service: App Store Optimization

Genre: Racing
Author: S. M. Mehdi Rizvi
Case Study Duration: March 2020 – August 2023

Introduction

In the highly competitive world of mobile apps, achieving high conversion rates is a constant challenge. This case study explores how a data-driven ASO (App Store Optimization) strategy, utilizing A/B testing across multiple elements, significantly improved an app’s conversion rate from 10% to 40%.

Purpose of the Promotion

The primary objective of this ASO initiative was to optimize the app store listing to attract more organic users, improve user acquisition, and ultimately increase app installs. By leveraging A/B testing and strategic updates, the goal was to enhance key elements of the app listing, ensuring better visibility and engagement.

Key Challenges

Despite having a functional and well-reviewed app, the conversion rate remained stagnant at 10%. Several factors contributed to this low performance:

  • Unoptimized Title and Short Description: The app’s title and short description were not effectively conveying the app’s value proposition.
  • Lack of Localization: The app was available in multiple regions but lacked proper localization, leading to lower engagement from international audiences.
  • Suboptimal Visual Assets: The app’s icon, screenshots, and promotional video did not effectively communicate its key features and benefits.
  • Limited ASO Testing: The team had not implemented a structured A/B testing approach, missing opportunities to refine elements that could drive higher conversions.

Team Actions

1. Utilizing ASO Tools

The team used leading ASO platforms such as Google Play Console Experiments, SplitMetrics, and AppTweak to track conversion trends and user behavior. These tools provided insights into what elements were driving engagement and where improvements were needed. Additionally, they helped identify high-performing keywords, optimize metadata with relevant search terms, and uncover new keyword opportunities based on competitor analysis and market trends. By leveraging these insights, the team refined app store listings to boost visibility and maximize conversion rates.

2. Title Optimization

  • Conducted A/B testing on different variations of the app title, incorporating high-performing keywords.
  • The winning title emphasized the app’s unique value, increasing organic discoverability and click-through rates.

3. Short Description Optimization

  • Tested different short descriptions with varying tones—some focusing on urgency, others highlighting unique features.
  • The final optimized version clearly conveyed the app’s key benefits and led to a measurable boost in conversions.

4. Long Description Optimization

  • Structured the long description with bullet points, improved readability, and integrated high-impact keywords.
  • A/B testing different formats helped determine which style was most engaging for users.

5. Icon A/B Testing

  • Created multiple icon variations with different color schemes, styles, and branding approaches.
  • The selected icon had a more vibrant color contrast and clearer branding, leading to a 15% increase in CTR (Click-Through Rate).

6. Screenshot A/B Testing

  • Experimented with different screenshot layouts, orientations, and captions.
  • Screenshots that included in-app highlights and clear call-to-actions saw a 20% improvement in conversion rates.

7. Video A/B Testing

  • Analyzed different video lengths, storytelling styles, and feature highlights.
  • A shorter, more engaging video that focused on the app’s core benefits led to higher user engagement and installs.

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

8. Localization Updates

  • Implemented region-specific keyword optimizations and translated descriptions to cater to diverse audiences.
  • Localized screenshots and promotional materials resonated better with users, driving a 30% boost in conversion rates in non-English-speaking regions.

Results & Impact

The ASO strategy, with rigorous A/B testing across all elements, led to remarkable improvements:

  • Conversion rate increased from 10% to 40%.
  • Organic installs grew by 3x due to improved discoverability.
  • User engagement improved as optimized visuals and descriptions attracted more relevant users.
  • Localization efforts expanded the app’s global reach, significantly increasing downloads from international markets.

Visual Presentation of the Results

Conclusion

This case study highlights the power of data-driven ASO and A/B testing in optimizing app store performance. By systematically refining the app title, descriptions, visuals, and localization efforts, the team successfully enhanced the app’s appeal and achieved a fourfold increase in conversions. This approach serves as a valuable framework for any app developer looking to maximize their app store success.

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