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Mastering ASO: How We Achieved Top Rankings in Simulation Category

Smartest techniques in the business.

Service: App Store Optimization

RESULTS

  • +520% Ranked Keywords iOS (UK)

  • +480% Organic Installs GP (US)

  • +450% Organic Installs iOS (CA)

  • +430% Ranked Keywords GP (DE)

  • +400% Organic Installs GP (UK)

  • +370% Ranked Keywords iOS (FR)

  • +350% Organic Installs GP (BR)

  • +330% Ranked Keywords GP (AU)

  • +310% Organic Installs iOS (US)

  • +290% Ranked Keywords GP (CA)

  • +275% Organic Installs GP (IN)

  • +260% Ranked Keywords iOS (BR)

  • +245% Organic Installs GP (FR)

  • +230% Ranked Keywords GP (IN)

+520%

Ranked Keywords iOS (US)

+480%

Organic Installs GP (UK)

+310%

Ranked Keywords GP (US)

Introduction

Achieving high rankings in the highly competitive simulation category requires a strategic and data-driven approach to App Store Optimization (ASO). In this case study, we will explore the detailed methodology I implemented, including A/B testing for icons, screenshots, and short descriptions, to significantly boost visibility and conversion rates for a mobile simulation game.

Service: App Store Optimization

Genre: Simulation
Author: S. M. Mehdi Rizvi
Case Study Duration: May 2023 – January 2025

Who Is Our Partner?

Our partner is a renowned gaming company based in France, recognized as one of the world’s leading publishers. With expertise in Simulation and Midcore game genres, they have established themselves as industry leaders.

Objective

The primary goal of this ASO campaign was to increase app visibility, improve conversion rates, and secure a top ranking in the simulation category. To achieve this, we focused on optimizing three crucial elements:

  • App Icon: Ensuring visual appeal and engagement.
  • Screenshots: Highlighting the game’s core features and user experience.
  • Short Description: Enhancing clarity and keyword relevance to improve conversions.

ASO Strategy & Procedures

Step 1: Competitor Analysis & Baseline Metrics

Before implementing any changes, I conducted thorough competitor research, analyzing:

  • Top-performing apps in the simulation category.
  • Their visual assets (icons and screenshots).
  • Keyword strategy and metadata.
  • Conversion rate benchmarks to set realistic goals.

We also gathered baseline performance metrics, including:

  • Conversion rates (CVR) from store visitors to downloads.
  • Click-through rates (CTR) for search impressions.
  • Keyword ranking performance.

Step 2: A/B Testing Process

To determine the most effective assets, I set up controlled A/B tests for different elements.

A/B Testing the Icon

  • Created three variations of the icon, each emphasizing different visual styles.
  • Ensured compliance with best practices: simplicity, bold colors, and relevance to the game’s theme.
  • Ran the test for two weeks, measuring impact on CTR and CVR.
  • Selected the winning icon based on statistical significance and improved engagement.

Results After A/B Testing:

  • Designed multiple screenshot sets:
    • Version A: Gameplay-focused images.
    • Version B: Storytelling approach with captions.
    • Version C: A mix of gameplay and feature highlights.
  • Used Google Play Experiments to track performance.
  • Monitored user engagement metrics, including time spent on the store page.
  • Identified that Version C performed best, leading to a 12% increase in conversion rate.

A/B Testing the Screenshots

Results After A/B Testing:

A/B Testing the Short Description

  • Developed three variations focusing on different aspects:
    • Version A: Feature-driven with high-value keywords.
    • Version B: User benefit-focused with a persuasive tone.
    • Version C: A hybrid approach combining features and benefits.
  • Tested using Google Play Console experiments.

Version C achieved a 9% boost in conversion rate and was chosen as the final version.

Results After A/B Testing:

Step 3: Implementation and Monitoring

After finalizing the optimized assets, I implemented them in the app store listing. To track progress:

  • Monitored rankings daily for targeted keywords.
  • Analyzed user feedback to ensure visual elements resonated well.
  • Tracked conversion rates to measure long-term impact.

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

Results

The ASO optimizations led to significant improvements:

  • Ranking Improvement: The app moved from #25 to #7 in the Simulation category.
  • Conversion Rate Increase: Improved by 18% overall.
  • Downloads Growth: Achieved a 35% increase in organic installs over two months.
  • Enhanced User Engagement: Higher interaction with screenshots and store page.

Other Results After Repeating Multiple A/B Testings:

Conclusion

This case study demonstrates the power of data-driven ASO strategies. By conducting systematic A/B tests and iterating based on performance insights, we successfully increased the app’s rankings, visibility, and conversion rates. A well-structured ASO approach, coupled with continuous testing and analysis, is key to sustaining long-term growth in the competitive app marketplace.

Key Takeaways

  • A/B testing is crucial for identifying high-performing visual assets and descriptions.
  • Icons should be visually compelling while aligning with user preferences.
  • Screenshots need to be engaging and informative to enhance conversion.
  • Short descriptions should be keyword-rich and benefit-driven for maximum impact.
  • Continuous monitoring and optimization are necessary to maintain rankings.

This structured ASO strategy serves as a blueprint for future optimization efforts, ensuring that apps can effectively compete and thrive in the marketplace.

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