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The Power of Precision – A 200% Increase in Installs Through Strategic A/B Testing

Smartest techniques in the business.

Service: App Store Optimization

RESULTS

  • +350% Ranked Keywords iOS (UK)
  • +320% Organic Installs GP (US)
  • +310% Organic Installs iOS (US)
  • +290% Ranked Keywords iOS (US)
  • +275% Organic Installs GP (UK)
  • +260% Ranked Keywords GP (DE)
  • +250% Organic Installs iOS (CA)
  • +240% Ranked Keywords GP (CA)
  • +230% Organic Installs GP (CA)
  • +220% Organic Installs GP (IN)
  • +210% Ranked Keywords iOS (BR)
  • +200% Organic Installs GP (BR)
  • +195% Ranked Keywords iOS (FR)

+350%

Ranked Keywords iOS (UK)

+320%

Organic Installs GP (US)

+310%

Organic Installs iOS (US)

Service: App Store Optimization

Genre: Casual
Author: S. M. Mehdi Rizvi
Case Study Duration: January 2021 – December 2024

Who Is Our Partner?

Our partner is a leading global gaming studio in France known for its innovative and engaging mobile games. With a strong foothold in both mature and emerging markets, they have consistently ranked among the top publishers worldwide. Specializing in Casual, Hypercasual, Simulation and Midcore game categories.

Purpose of the Promotion

The client had successfully transitioned their game from a soft launch 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, belonging to the Simulation genre, 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 250+ 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:

  • AppTweak: For keyword research, competitor analysis, and creative optimization.
  • Data.ai: Provided market intelligence and top charts.
  • 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 “Simulation,” “Quick Play,” and “Endless Fun.”
  • Balanced brand recognition with keyword optimization to create a search-friendly title.

Results:

  • 100% increase in overall visibility.
  • The game ranked for both its brand name and category-specific keywords, achieving a 150% improvement in keyword visibility.

3. Short Description Optimization

The short description plays a crucial role in driving Conversion Rate (CVR).

Approach:

  • Conducted A/B testing to identify the most effective messaging.
  • Highlighted the game’s unique features and benefits to encourage downloads.

Results:

  • Achieved a 40% boost in CVR.
  • 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.

Approach:

  • Conducted keyword research tailored to each target country.
  • Crafted the content in proper US English and localized it using DeepL and a third-party service.

Results:

  • Achieved a 50% average conversion increase in Tier-1 countries.
  • Improved keyword rankings and user engagement.

5. Icon A/B Testing

Icons are the first visual element users notice.

Approach:

  • Analyzed category trends to identify effective color schemes and styles.
  • Conducted A/B testing to compare multiple icon variations.

Results:

  • The game’s conversion rate improved from 15% to 40%.

Increased CTR and brand recognition.

6. Screenshot A/B Testing

Screenshots showcase the game’s features and gameplay.

Approach:

  • Tested over 200 levels across multiple screenshot variations.
  • Ensured screenshots accurately represented gameplay.

Results:

  • Store performance increased by 25%.

Higher user retention rates due to accurate representation

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.

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

8. Localization Updates

Localization is essential for resonating with users in different regions.

Approach:

  • Conducted target-country-specific keyword research.
  • Used DeepL or Google Translator for initial localization and refined content through a third-party service.

Results:

  • Achieved a 50% average conversion increase in Tier-1 countries.
  • Improved user engagement in non-English-speaking markets.

9. Custom Store Listings

Custom Product Pages (CPPs) allow for tailored messaging.

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.
  • Enhanced user relevance and engagement.

10. Targeted Events & Promotional Content

Leveraging seasonal events drove additional installs.

Approach:

  • Designed promotional campaigns around events like Christmas, Halloween, New Year, and the Olympics.
  • Created event-specific creatives to capitalize on trending themes.

Results:

  • Consistently achieved a 55% increase in extra installs during promotional periods.

Improved user retention and engagement.

Results:

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

  • 200% increase in organic installs.
  • Improved keyword rankings and visibility across target regions.
  • Enhanced conversion rates through optimized creatives and localized content.
  • Consistently drove 30% extra installs during seasonal events.

Conclusion

Through a structured A/B testing approach and continuous ASO improvements, we successfully:

  • Increased organic installs by 200%
  • Improved keyword rankings and visibility across key markets
  • Enhanced conversion rates through optimized creatives and localized content

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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