ASO Case Study: How A Puzzle Game App Increase 18.3% Conversion Rate?

Puzzle apps are a subgenre of games that include everything from sliding block puzzles and word games to quiz show games. Trivia has been one of the most popular types of puzzle games downloaded in the last year, with The Chase appearing in the top ten premium games in the UK for a large number of months in 2022.

According to a new Statista report on the popular puzzle game genre, revenue is expected to reach $2.43 billion this year. They also predicted that the genre will generate more than $3.8 billion in revenue by 2026. 

This year, the download of puzzle games is expected to reach 1,761.0 million. With that in mind, the change in annual growth is not surprising, with in-app purchases in puzzle games expected to reach $1,339.00 million in 2022 alone. When it comes to paid puzzle game app purchases, puzzle games are expected to reach $15.48 million this year across both Android and iOS app stores.

Many parents rely on puzzle games to keep their children entertained while remaining educational and appropriate. Word puzzles are frequently used for brain training, sliding puzzles are portable, and the puzzle game genre is so diverse that there is something for everyone, even on a handheld device. The appearance of more puzzle games will also contribute to the increase in revenue for these types of games.

This case study is about a new-brand mobile puzzle game, which achieves 32% conversion rate growth after ASO.

Related reading:

• How to Promote Your Puzzle Game to Next Level?
• Merge Game Case Study: Market Research And Promotion Strategy

App story

This puzzle game was created by game experts and played by millions of puzzle fans worldwide, helps you exercise your short-term memory and concentration while passing the time with puzzles and taking up less space. This little mobile game is an addictive, easy-to-play game.

The app‘s name 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.

App store optimization challenge

The main challenge is determining the most efficient method of reaching out to these new users. The client desired greater visibility in the Apple App Store and Google Play Store. The app had already been released, but it had received little attention. Downloads and engagement KPIs in target markets were falling short of expectations.

A significant amount of money had been spent on the app's design and development, as well as a budget for marketing and launch activities to improve ASO performance and app store visibility.

App store optimization solution

To drive downloads from users interested in its new services, we must first identify the most interesting and relevant keywords. The team has already identified several keywords that will be added to the app title, subtitle, and iOS keyword field first. Following that, the team will concentrate on keywords for the Google Play long description.



The keyword optimization process begins with the Keyword Brainstorm List from ASO World. The team has prioritized KPIs such as installs, monthly downloads, and the app's current ranking and installs for those keywords. The most effective keywords are those that correspond to the new target market, with a focus on the new store user segmentation.

The team also considers the conversion potential of each keyword: if the app ranks highly for a term that generates few installs, that keyword is not considered valuable. Using Keyword Research tools, our customer can compare its keyword strategy to that of its competitors. This is especially important when competing with apps that offer comparable services and target comparable keywords.



Click "Learn More" to drive your apps & games business with the ASO World app promotion service now.

Scaling with Keyword Intelligence and AI-Based Automation

We were able to detect high-performing search terms and add them as keywords to related campaigns using AppAds AI-based automation rules. The strategy was to investigate all of the keywords in various performance ranges. For example, we created one automation to bid higher for keywords that were receiving insufficient impressions. That was critical because it allowed us to learn and double down on performing keywords faster.

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We also used a counter rule to keep CPA low while speeding up experiments and campaign expansion. To achieve our average target CPA, we implemented separate CPA-based automation rules for already performing keywords.

Before those changes, the app was organically ranking for 625 keywords in the USA storefront. The CPA was $2.29 on average, the CPI was $2.60, and the conversion rate was 43.10%. The number of organic keywords increased from 625 to 762 after implementing automation and launching new campaigns. Meanwhile, the CPA fell from $2.29 to $1.36, and the CPI fell from $2.60 to $1.88.



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* What Is the Keyword Guaranteed Ranking Service? What Is the Advantage of It?

Result

In a short period, we decreased CPA by 40.61% and decreased CPI by 27.69%. Then we increased CR by 18.28% and the keywords organically ranked for by 20%.