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From Visibility to Victory: How Strategic ASO & A/B Testing Boosted Installs by 120%

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Service: App Store Optimization

About Case Study

Service: App Store Optimization
Genre: Casual
Author: S. M. Mehdi Rizvi
Case Study Duration: January 2021 – January 2025

Team:

  • Mehdi Rizvi (Head of ASO)
  • Maxim  (ASO Specialist)
  • Johan (ASO Specialist)
  • Nathalia (Project Manager) 

Who Is Our Partner?

It was a game where we made food, including fast food and desserts. After preparing the food, we had to sell it to virtual customers.

Purpose of the Promotion

The game progressed from soft launch to hard launch, but organic installs in the Hypercasual category remained stagnant, leading to an increase in bCPI and overall costs. Our analysis revealed that the game lacked proper store optimization from the start, which affected its visibility and performance.

Furthermore, downloads from key Tier 1 markets, including the USA, Canada, UK, France, Germany, and Australia, were below expectations. After a comprehensive audit, we identified the following crucial steps to enhance the game’s performance:

  • Increase installs in Tier 1 countries, including the USA, Canada, UK, France, Germany, and Australia.
  • Improve conversion rate (CVR) from 12% to 38%.
  • Strengthen rankings in both Tier 1 and Tier 2 countries.
  • Enhance visibility in the Fighting and Action categories.
  • Drive more installs through targeted promotional content and optimize in-app purchase (IAP) monetization.

This strategic approach focused on boosting organic growth, lowering acquisition costs, and maximizing overall game performance.

  • Improve game listing rankings
  • Increase visibility in search results
  • Attract new users to install the game

Key Challenges

  • Organic Ranking (Rest of World – ROW)
  • Conversion Rate
  • Low Visitors & Installs
  • Increase Organic Along with Paid Growth
  •  

Team Actions

1. Utilizing ASO Tools

We leveraged various industry-standard tools to optimize our approach:

  • AppTweak & Keyapp for keyword research, creative guidelines, and localization implementation.
  • AppMagic, Data.ai, and Sensor Tower for competitor analysis and identifying best-performing ASO strategies.

2. Title Optimization

  • The original game title had a LOW Total Market Segment (TMS), limiting visibility.

After optimization, the search visibility increased by 375%, leading to improved engagement.

3. Short Description Optimization

  • Conducted A/B testing iterations.

         Resulted in a CVR boost of 40%.

4. Long Description Optimization

Phase 1: ASO Audit & Market Research

  1. Competitor & Category Analysis
    • Used AppTweak, Data.ai, Sensor Tower to analyze top competitors.
    • Focused on Card and Board categories.
  2. Keyword & Market Research
    • Researched high-volume, low-competition keywords.
    • A/B tested keywords for conversion impact.

Phase 2: Metadata Optimization & Keyword Growth

  1. Title & Subtitle Optimization
    • Integrated high-volume keywords.
    • Search visibility increased by 85%.
  2. Keyword Placement & Density Optimization
    • Keyword conversion rate jumped from 12% → 48% in 3 months.
    • Ranked in Fighting & Action categories.
  3. Localization Strategy
    • Expanded to store page localization.
    • Installs from France & Germany increased by 55%.

Phase 3: Creative Optimization & Store Conversion Growth

  1. Icon & Screenshot A/B Testing
    • Icon CTR increased by 40%.
    • Screenshot CTR increased by 55%.
      1. Video A/B Testing
        • Conversion rate improved from 10% → 50%. 
        • Phase 4: Organic Growth & Brand Awareness
      1. Explore Traffic & Visibility Boost
        • 500% increase in organic installs.
      2. In-App Purchase (IAP) Promotion & Monetization
        • Revenue per install (RPI) increased significantly.

Final Impact & Key Metrics

Metric

Before Optimization

After Optimization

Organic Installs

6%

+120%

Keyword Conversion Rate

12%

85%

Search Visibility

15%

+85%

Screenshot CTR

10%

+55%

Icon CTR

15%

+40%

iOS Localized Installs

5%

+60%

Results:

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.

Conclusion

Through a structured A/B testing approach and continuous ASO improvements, we successfully:

  • Increased organic installs by 100%
  • Improved keyword rankings and visibility across key markets
  • Enhanced conversion rates through optimized creatives and localized content

This case study demonstrates the power of data-driven ASO strategies and iterative testing in achieving sustainable growth in the competitive mobile gaming industry.

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