Get Started
Get Started

Mastering the Market – How ASO & A/B Testing Drove a 250% Surge in Installs

Smartest techniques in the business.

Service: App Store Optimization

About Case Study

Genre: Action
Author: S. M. Mehdi Rizvi
Case Study Duration: March 2021 – December 2024

Who Is Our Partner?

Our partner is a globally renowned gaming studio based in Germany, celebrated for its innovative and engaging mobile games. With a strong presence in both mature and emerging markets, they have consistently ranked among the top publishers worldwide. Our partner has a proven track record of delivering high-quality gaming experiences that captivate players. Their deep understanding of player behavior and market trends makes them a leader in the mobile gaming industry.

Purpose of the Promotion

The client had successfully transitioned their game to a global launch, achieving initial traction through paid user acquisition campaigns. However, despite strong paid performance, organic installs were not keeping pace. While paid campaigns drove temporary spikes in installs, organic growth remained stagnant, highlighting the need for a more sustainable growth strategy.

The game faced fierce competition in both global and regional markets. The primary goals of this campaign were to:

  • Improve app store rankings and visibility.
  • Increase organic installs through optimized discoverability.
  • Boost conversion rates with compelling creatives and localized content.
  • Enhance user retention by aligning store listings with actual gameplay.
  • Leverage seasonal events to drive additional installs and engagement.

Key Challenges

  1. Highly Competitive Market: The game operated in a saturated niche, with over 300+ direct competitors identified during the initial analysis.
  2. Diverse Target Regions: The campaign focused on key markets, including the United States, Germany, Japan, India, Brazil, and South Korea, each with unique user preferences and competitive landscapes.
  3. Low Organic Growth: Despite strong paid acquisition, organic installs were stagnant, indicating gaps in discoverability and conversion rate optimization (CRO).
  4. Creative Alignment: Ensuring that icons, screenshots, and videos accurately represented the gameplay was critical to avoid misleading users and maintain trust.
  5. Localization Complexity: Adapting the app store listing to suit the linguistic and cultural preferences of each target region was a time-intensive process.

Team Actions

1. Utilizing ASO Tools

To ensure a data-driven approach, we leveraged a suite of industry-leading ASO tools:

  • KeyApp: For keyword research and rankings.
  • Data.ai: Provided market intelligence and download estimates.
  • Sensor Tower: Used for keyword tracking and ad intelligence.
  • LocalizeDirect: For localization and translation of app store listings.

These tools enabled us to make informed decisions and optimize every aspect of the app store presence.

2. Title Optimization

The original title was performing well but was limited to the brand name, restricting its discoverability. To address this, we integrated category-specific keywords into the title.

Approach:

  • Conducted keyword research to identify high-performing terms like Action, Action RPG, FPS and Endless Fun.
  • Balanced brand recognition with keyword optimization to create a search-friendly title.

Results:

  • 80% increase in overall visibility.
  • The game ranked for both its brand name and category-specific keywords, achieving a 100% improvement in keyword visibility.

3. Short Description Optimization

The short description is a critical element in driving Conversion Rate (CVR), as it provides users with a quick snapshot of the game’s value proposition

Approach:

  • Conducted A/B testing across multiple iterations to identify the most effective messaging.
  • Focused on highlighting the game’s unique features, such as “fast-paced gameplay,” “addictive challenges,” and “endless fun.”
  • Included a strong call-to-action (CTA) like “Download Now and Start Your Adventure!” to encourage immediate downloads.

Results:

  • Achieved a 40% boost in CVR across all target regions.
  • Significant improvement in organic installs due to the enhanced appeal of the short description.

4. Long Description Optimization

The long description serves as a detailed pitch to potential users, making its optimization essential for driving conversions.

Approach:

  • Conducted keyword research tailored to each target country, focusing on high-volume, low-competition terms.
  • Crafted the content in proper US English, ensuring clarity and professionalism.
  • Used DeepL for initial localization and refined the content through a third-party paid service to ensure cultural and linguistic accuracy.
  • Included bullet points to highlight key features like “100+ levels,” “daily challenges,” and “global leaderboards.”

Results:

  • Achieved a 60% average conversion increase in Tier-1 countries.
  • Improved keyword rankings and user engagement due to the optimized and localized content.
  • Enhanced user trust and download intent through clear and compelling messaging.

5. Icon A/B Testing

Icons are the first visual element users notice, making them a critical factor in driving Conversion Rate (CVR). A well-designed icon can significantly impact user perception and download intent.

Approach:

  • Analyzed category trends using AppTweak to identify effective color schemes, styles, and design elements that resonate with action game audiences.
  • Conducted structured A/B testing to compare multiple icon variations, testing elements such as:
    • Color palettes: Bright, vibrant colors vs. softer, pastel tones.
    • Character focus: Icons featuring game characters vs. abstract designs.
    • Typography: Icons with text vs. text-free designs.
  • Collaborated with the design team to ensure icons were visually appealing and aligned with the game’s theme.
  •  

Results:

  • The game’s conversion rate improved from 12% to 45%, driven by the highest-performing icon variation.
  • Increased click-through rates (CTR) by 30%, as the new icon design captured user attention more effectively.
  • Enhanced brand recognition and user trust, as the icon accurately represented the game’s fun and engaging nature.

6. Screenshot A/B Testing

Screenshots play a vital role in showcasing the game’s features and gameplay, influencing user decisions.

Approach:

  • Ensured screenshots accurately represented gameplay to avoid misleading users and maintain trust.
  • Focused on action-packed visuals and reward moments to highlight the game’s excitement and progression.

Results:

  • Store performance increased by 35%.
  • Higher user retention rates due to the alignment between screenshots and actual gameplay.

Improved conversion rates as users had a clearer understanding of the game’s features and mechanics.

7. Video A/B Testing

Videos provide a dynamic preview of the game.

Approach:

  • Ensured videos showcased authentic gameplay.
  • Tested various video lengths, styles, and CTAs.

Results:

  • A significant boost in conversion rates.

Increased user trust and download intent.

8. Localization Updates

Localization is essential for resonating with users in different regions.

Approach:

  • Conducted target-country-specific keyword research to identify culturally relevant terms and phrases that resonate with local audiences.
  • Adjusted the text in proper US English to ensure clarity and professionalism before translating it into local languages.
  • Used DeepL for localization.
  • Focused on localizing not just text but also visuals, such as screenshots and videos, to reflect regional preferences and trends.

Results:

  • Achieved a 50% average conversion increase in Tier-1 countries, including the United States, Germany, and Japan.
  • Improved user engagement and download rates in non-English-speaking markets, such as Brazil and South Korea.

Enhanced user trust and brand perception, as the localized content felt more relatable and authentic to regional audiences.

9. Custom Store Listings

Custom Product Pages (CPPs) allow for tailored messaging and creatives to suit specific regions or user segments, making them a powerful tool for boosting conversions.

Approach:

  • Created regional CPPs for markets with low conversion rates.
  • Tested multiple variations to identify the most effective combinations.

Results:

  • Substantial boost in conversion rates across targeted regions, with some markets seeing a 40% increase in downloads.
  • Enhanced user relevance and engagement.

10. Targeted Events & Promotional Content

Leveraging seasonal and global events is an effective way to drive additional installs and engage users. By aligning promotional campaigns with trending themes, we capitalized on increased user interest and app store traffic.

Approach:

  • Designed promotional campaigns around key events such as Christmas, Halloween, New Year, the Olympics, and regional festivals like Diwali and Lunar New Year.
  • Created event-specific creatives, including:
    • Icons: Festive designs featuring holiday themes or event-related visuals.
    • Screenshots: Updated to showcase event-specific levels, challenges, or rewards.
    • Videos: Highlighted limited-time events, special features, or seasonal content.

Results:

  • Consistently achieved a 35% increase in extra installs during promotional periods.
  • Improved user retention and engagement, as players were drawn to the game’s timely and relevant content.
  • Enhanced brand visibility during high-traffic periods, as the game ranked higher for event-related keywords.
  • Increased revenue through in-app purchases and ads tied to seasonal events.

Results:

Through a structured and data-driven approach, we achieved remarkable results:

  • 250% increase in organic installs.
  • Improved keyword rankings and visibility across target regions.
  • Enhanced conversion rates through optimized creatives and localized content.
  • Consistently drove 40% extra installs during seasonal events.

Conclusion

This case study highlights the power of data-driven ASO strategies and iterative testing in achieving sustainable growth. By focusing on both organic and paid channels, we created a balanced approach that not only increased installs but also strengthened the game’s long-term performance in the competitive mobile gaming industry.

.

More Case Studies

This is the heading

More About This Case Study

This is the heading

More About This Case Study

This is the heading

More About This Case Study

This is the heading

More About This Case Study
How to work

Delivering Seamless Digital Solutions

Our process focuses on collaboration, innovation, and efficient execution to create top-quality apps and digital experiences.

Consultations

Get expert advice and guidance to navigate app development, optimization, and strategy for business growth.

Choose package

Select the perfect plan tailored to your needs for app development, optimization, and growth.

Get the services

Unlock expert solutions for app development, optimization, and growth to elevate your digital presence.

Booking online

Easily book your services online with a seamless and user-friendly experience.

Subscribe to our newsletter to get latest news on your inbox.

We specialize in developing, publishing, and optimizing high-quality apps and games to enhance user experiences and drive sustainable growth.
Facebook-f Linkedin Whatsapp Youtube Twitch
Services
Support
Company
Copyright © 2025 ASOMEHDI, All rights reserved.

Booking online

Easily book your services online with a seamless and user-friendly experience.