Organic Installs iOS (US)
Organic Installs GP (US)
Ranked Keywords GP (US)
Author: S. M. Mehdi Rizvi
Case Study Duration: March 2022 – January 2025
Genre : Word
Our partner is a well-established gaming company, recognized globally for their expertise in the word-finding category. They have consistently ranked among the Top 100 in global word games, trivia, and word-finding genres.
The client faced challenges in the highly competitive word-finding category. Their game was dependent on paid campaigns for user acquisition. However, whenever the campaigns were paused, installs would drop to zero, and organic installs were not growing. Our main objective for this ASO campaign was to:
We utilized a range of industry-standard tools to enhance our ASO strategy, including:
While the original title was performing well, it was largely limited to the brand name. To improve its discoverability, we strategically integrated category-specific keywords into the title. This approach led to:
Localization played a crucial role in driving installs. The game saw significant improvements in countries like France and Germany, where it experienced the best installs. Later, we optimized it by focusing on CPP (Cost per Purchase).
We also utilized A/B Testing for SS localization, which helped improve installs by 55%.
The short description plays a crucial role in Conversion Rate (CVR). Based on our observations, an optimized short description can boost CVR by up to 25% in this case. We conducted multiple A/B testing iterations and replaced the short description across all localizations, significantly improving the game’s visibility.
For the long description, we followed a structured process:
This approach resulted in a 65% average conversion increase in Tier-1 countries.
A/B testing for icons is an ongoing and crucial process. We analyzed category trends using AppTweak to identify effective color schemes and styles. By implementing structured A/B testing, the game’s conversion rate improved from 20% to 40%.
We applied a data-driven approach similar to icon testing. However, we ensured that screenshots accurately represented the gameplay and did not mislead users. If a high-performing screenshot depicted a non-existent level, we ensured that the level was implemented first before using the image. Our LiveOps team was actively involved in this process.
Our video A/B testing strategy followed the same principles as icons and screenshots optimization. We focused on ensuring:
The impact of this structured testing led to a significant boost in conversion rates, enhancing both user engagement and retention.
The impact of this structured testing led to a significant boost in conversion rates.
For localization, we followed a multi-step process:
This resulted in an average 45% conversion increase in Tier-1 countries.
In regions where conversion rates were low, we created regional Custom Product Pages (CPPs). By properly implementing localized CPPs, conversion rates saw a substantial boost.
We leveraged seasonal and global events to drive additional installs. Key events included:
By running promotional campaigns around these events, we consistently achieved a 20% increase in extra installs.
Through a structured A/B testing approach and continuous ASO improvements, we successfully:
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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