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How ASO Turned a Low-Performing App into a Download Magnet on Play Store

Smartest techniques in the business.

Service: App Store Optimization

RESULTS

  • +1150% Ranked Keywords iOS (US)

  • +1100% Organic Installs GP (UK)

  • +1060% Organic Installs iOS (CA)

  • +1020% Ranked Keywords GP (DE)

  • +980% Organic Installs GP (US)

  • +940% Ranked Keywords iOS (UK)

  • +900% Organic Installs GP (BR)

  • +870% Ranked Keywords GP (FR)

  • +840% Organic Installs iOS (AU)

  • +810% Ranked Keywords GP (CA)

  • +780% Organic Installs GP (IN)

  • +750% Ranked Keywords iOS (BR)

  • +720% Organic Installs GP (FR)

  • +690% Ranked Keywords GP (IN)

+1150%

Ranked Keywords iOS (US)

+1100%

Organic Installs GP (UK)

+980%

Organic Installs GP (US)

Service: App Store Optimization

Genre: App
Author: S. M. Mehdi Rizvi
Case Study Duration: January 2022 – December 2024

Overview

A mobile application in the productivity category was struggling with low downloads and minimal user engagement on the Google Play Store. Despite having a solid functionality and unique features, it was overshadowed by competitors. To address this, an aggressive App Store Optimization (ASO) strategy was implemented, turning the app into a high-performing download magnet.

Purpose of the Promotion

The goal of the ASO campaign was to increase organic downloads, improve visibility in search results, and enhance user engagement. Specifically, the team aimed to:

  • Boost the app’s ranking on relevant search terms.
  • Increase click-through rates (CTR) from the store listing.
  • Improve user conversion rates from store visitors to actual downloads.
  • Expand the app’s reach to international audiences through localization.

Key Challenges

Before implementing ASO, the app faced several challenges, including:

  • Low Keyword Ranking: The app did not rank for high-volume keywords, leading to minimal organic traffic.
  • Poor Click-Through Rate (CTR): The app’s title and visuals were not compelling enough to attract users.
  • Weak Conversion Rate: Even when users landed on the app listing, they were not convinced to download it.
  • Lack of Localization: The app was only optimized for English-speaking users, limiting its global reach.
  • Ineffective Visual Elements: The app’s icon, screenshots, and promotional video were not optimized for conversions.
  • Minimal User Retention: Users who downloaded the app did not stay engaged, leading to uninstalls and low ratings.

Team Actions

1. Utilizing ASO Tools

The team leveraged ASO tools such as Sensor Tower, AppTweak, and MobileAction to analyze competitors, identify high-performing keywords, and track progress. These tools provided insights into:

  • Keyword difficulty and search volume.
  • Competitor performance and trends.
  • Click-through and conversion rate analytics.

 

2. Title Optimization

The app title was revamped using a data-driven approach. Instead of a generic title, the team included a high-volume keyword while maintaining branding.

  • Original Title: Task Manager Pro
  • Optimised Title: Task Manager Pro – To-Do List & Productivity Planner

Adding relevant keywords significantly improved the app’s visibility in search rankings.

3. Short Description Optimization

The short description was restructured to highlight the app’s unique value proposition and include primary keywords.

  • Before: “A simple and effective task manager.”
  • After: “Boost your productivity with the best to-do list & task manager. Organise, plan & achieve more!”

4. Long Description Optimization

The long description was rewritten using a keyword-rich yet user-friendly structure. Key changes included:

  • Bullet points for better readability.
  • Strategic keyword placement without keyword stuffing.
  • A compelling call-to-action (CTA) at the end.

5. Icon A/B Testing

The app icon was redesigned to make it visually appealing and recognizable. Several versions were tested to determine the best performer. The winning icon:

  • Had high color contrast.
  • Used a simple yet eye-catching design.
  • Reflected the app’s core function visually.

6. Screenshot A/B Testing

The previous screenshots were cluttered and lacked a clear message. The new approach included:

  • Highlighting key features with minimal text.
  • Using a consistent color theme.
  • Adding captions to explain functionalities.

7. Video A/B Testing

The promotional video was also optimised. Instead of a generic walkthrough, the new video:

  • Showcased real-life use cases.
  • Had an engaging voiceover and clear on-screen text.
  • Used a fast-paced, visually engaging approach to retain attention.

8. Localization Updates

To expand the app’s reach, the team translated the app listing into multiple languages, including Spanish, French, German, and Japanese. Localization included:

  • Translating the title, short description, and long description.
  • Creating region-specific promotional materials.
  • Adjusting keywords for different markets.

Results & Impact

Within three months of implementing the ASO strategy, the app experienced remarkable growth:

  • Organic Downloads: Increased by 250%.
  • Keyword Rankings: The app started ranking in the top 10 for multiple high-volume keywords.
  • CTR Improvement: Click-through rate improved by 40%.
  • Conversion Rate Boost: The percentage of users installing the app after viewing the listing rose from 15% to 35%.
  • User Retention: Engagement and retention improved, leading to a 30% reduction in uninstalls.

Visual Presentation of the Results

Conclusion

This case study demonstrates how a structured ASO strategy can significantly improve an app’s performance on the Play Store. By leveraging ASO tools, optimizing textual and visual elements, and localizing content, the app was transformed from a low-performing listing into a download magnet. These results highlight the power of ASO in driving organic growth and ensuring long-term success in the competitive app marketplace.

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