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Keyword Domination: How Strategic ASO Increased Organic Installs

Smartest techniques in the business.

Service: App Store Optimization

RESULTS

  • +540% Ranked Keywords iOS (US)
  • +500% Organic Installs GP (UK)
  • +470% Organic Installs iOS (CA)
  • +450% Ranked Keywords GP (DE)
  • +420% Organic Installs GP (US)
  • +390% Ranked Keywords iOS (UK)
  • +360% Organic Installs GP (BR)
  • +340% Ranked Keywords GP (FR)
  • +320% Organic Installs iOS (AU)
  • +300% Ranked Keywords GP (CA)
  • +280% Organic Installs GP (IN)
  • +260% Ranked Keywords iOS (BR)
  • +240% Organic Installs GP (FR)
  • +220% Ranked Keywords GP (IN)

+540%

Ranked Keywords iOS (US)

+500%

Organic Installs GP (UK)

+390%

Ranked Keywords GP (US)

Service: App Store Optimization

Genre: Finance App
Author: S. M. Mehdi Rizvi
Case Study Duration: February 2022 – October 2024

Overview

A mobile app in the competitive finance category struggled with low organic visibility and stagnant downloads despite a high-quality offering. By implementing a strategic App Store Optimization (ASO) strategy, the app experienced a 127% increase in organic installs within six months.

The Challenge

Despite running paid campaigns, the app failed to attract organic users, leading to high acquisition costs and a low conversion rate. The primary challenges were:

  • Poor Keyword Rankings: The app ranked outside the top 50 for relevant search terms.
  • Low Click-Through Rate (CTR): Users were not clicking on the app listing despite appearing in search results.
  • Conversion Rate Decline: Install-to-visit conversion rates were below industry benchmarks.

To address these issues, the ASO strategy focused on keyword optimization and continuous A/B testing of metadata, creatives, and app descriptions.

ASO Strategy & Execution

1. Keyword Optimization & Metadata Enhancements

Challenge: Identifying high-intent, low-competition keywords that could improve search visibility.
 Solution:

  • Conducted in-depth keyword research using App Store data, competitor analysis, and search volume insights.
  • Focused on long-tail keywords with moderate search volume but lower competition.
  • Optimized title, subtitle, and keyword field to reflect high-ranking search queries.
  • Implemented bi-weekly keyword tracking to measure ranking improvements.

Results

  • Top 10 ranking for multiple high-intent keywords within three months.
  • 43% increase in organic impressions.

2. A/B Testing for App Store Assets

To improve CTR and conversion rates, multiple A/B tests were conducted across various elements.

Test 1: App Icon Optimization

Challenge: The existing icon lacked differentiation from competitors.
 Solution:

  • Tested three icon variations: a color contrast version, an abstract logo, and a more minimalist design.
  • Users responded best to the high-contrast icon, which increased CTR by 21%.

Results

Test 2: Screenshots & Visual Storytelling

Challenge: The original screenshots lacked a clear value proposition.
 Solution:

  • Designed engaging screenshots with benefit-driven captions.
  • Introduced a step-by-step UI walkthrough to highlight app features.

Used A/B testing to determine the most effective order of screenshots.

Results

The new screenshot set improved conversion rates by 37%.

Test 3: App Description & Feature Highlights

Challenge: The app description was too technical and failed to engage users.
 Solution:

  • Shifted to a concise, benefit-driven description with bullet points.
  • Highlighted unique selling points (USPs) upfront.
  • Used structured formatting for readability.

Results:

  • Install rates increased by 24% after the description update.

Key Takeaways

  • Strategic keyword placement and continuous tracking led to higher search rankings.
  • A/B testing of creative assets significantly improved CTR and installs.
  • Conversion rate optimization (CRO) techniques in descriptions enhanced engagement.

Final Results

  • 127% increase in organic installs within six months.
  • 50% lower customer acquisition cost (CAC) through ASO-driven growth.
  • Sustained keyword dominance, leading to long-term organic success.

Visual Presentation of the Results

Conclusion

Strategic ASO, combined with data-driven A/B testing, transformed the app’s visibility and user acquisition. By continuously optimizing assets and keywords, the app achieved sustained organic growth without heavy reliance on paid ads.

This case study effectively outlines the challenges, solutions, and results of an ASO-driven keyword strategy. Let me know if you want any refinements! 🚀

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