App Organic Growth Case Study: How A Booking App Doubles Income In 2 Month?

July and August are 2 months of vacation. As for the booking apps, now it's a good time to boost app growth. Today this article will talk about how ASO World helped a booking app to double its app income in 2 months with our ASO strategies, and also the ASO tools we provided in this ASO process.

The discipline of optimization involves changing a process. While abiding by any constraints, you should use a given set of parameters in the best or most efficient way possible. To change something, you must first measure it.

What are we measuring here?

First and foremost, we must comprehend the nature of the app, perform the necessary functional evaluation, and design the Funnel. Using this funnel, we can determine from the user's first point to where they earn money and measure the areas that need improvement.

• Acquisition
• Activation
• User Engagement
• Revenue

Acquisition
Before we can earn money, we must first acquire users. We can place the users we've acquired at the top of the funnel. For example, we have 100 users.

Activation
We must define "activity" in light of the nature of our application. While activity on Instagram is defined as comments and likes, activity on a music app is defined as creating a personal playlist. As an example, let’s say 50 of the 100 users we have acquired are active.

User Engagement
Based on the nature of your practice, you must also define and track engagement. When will your active user in your application reactivate? Or, how frequently does he/she use your app? These and other questions can assist you in determining the metrics required to measure loyalty and engagement. As an example, let’s say 45 of our active users show high engagement for the first 3 months.

Revenue
How many of our highly engaged users can be converted into revenue? As an example, suppose we generate revenue from 5 of the app's users.

Can you identify the problematic point in the metrics and example above? We lost half of the users we acquired before they could become active users! Furthermore, only 10% of our active users (and only 5% of our initial users) are converted into revenue.

These two points appear to be our trouble spots in the example. When we investigate the reasons, we may discover that the application usage is extremely difficult to learn, and perhaps the number of Active Users can be increased with a simple How to Use button.

Increasing the income

We started with 100 users, we found that we converted roughly 5% of all users (again, 10% of active users) to revenue.

Again, considering the result of our initial measurements, the following items seem to increase our revenue:

● Increasing the number of users we acquire
● Increasing the number of active users

Story

This app is an online booking app for hotels, vacation rentals, flights, and airport transfers. The name of this app remains anonymous here to protect the privacy of our customers. To give you a better idea of ​​the app's story we're sharing, we show one of its competitors on the Google Play Store.

ASO solution

Searching for high-performance keywords

To find more and more relevant users in-app searches, we must first find the right keywords and use them in the appropriate amounts on the application page. The specifics of this process will be covered in another article, but you can see the resources and sample keywords.

To begin finding keywords, link apps to related ASO tools that are similar to yours, or wait for the tool to find similar words for you after entering sample keywords. Finding these words, of course, is not enough. Then, based on the results, it is necessary to conduct extensive testing and optimize the use of words.

App descriptions, both short and long descriptions

The words discovered during Keyword Discovery must be used to construct regular and meaningful sentences. Google does not appear to be impressed by the jumble of meaningless words strung together. Short and long description texts have been updated to include new keywords from this point of view.



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Screenshots of App Store

The old app images only included screenshots and random descriptions. Furthermore, the colors clashed with the app icon.

The new visuals have improved the color harmony of the application icon. Rather than just a screenshot, screenshots created with the phone image were used. Furthermore, it was intended to increase reading through visual descriptions written with interesting keywords.

App promotional video

With the application introduction video, you can make your application look more professional, and give potential users a more detailed first impression of the application. As a result, your users will become Active Users faster, and your low-star/bad-comment feedback will be reduced indirectly, as a result of users who acquire the app after learning more about it.

Language support and localization

Despite the fact that English is a widely spoken language, users prefer to use the apps in their native language. You will notice a difference if, in addition to localizing your application, you add language support to your Play Store page. The booking app in the case study supports nine different languages. These 9 languages are the main languages of the countries where the app received the most downloads in the Play Store.


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Result

In June, there were 2420 weekly visitors, and 12% of organic visitors installed the app on their phones after discovering it. We received 292 organic downloads during the chosen week of June.

After about two months, the number of visitors had more than doubled to nearly 5000. Furthermore, the organic download rate has risen to 20%. The number of weekly organic downloads nearly quadrupled, reaching 901 people.

The total number of downloads per day increased by about half, from 70 to 110 on average. The number of apps used on a daily basis increased by 33%, from 600 to 800. Weekly app usage increased by 60%, from approximately 2500 to approximately 4000. Monthly application usage increased by 60 percent, from around 5000 to around 8000.

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