ASO Case Study: How To Promote Kids Education App During The Christmas and The New Year

As students and teachers return to in-person learning, online education has come to a halt. While data show a decline in Education app installs in 2022, Education app revenue grew significantly, reaching $274 million in the United States in Q2 2022.

Today in this case study we are going to analyze a kids' education app's growth, to see how ASO World boosts this app's ranking in Google Play and App Store.

Revenue from educational apps continues to rise.

Education apps received 79 million US downloads in Q2 2022, a 7% year-over-year decrease. Despite this drop in adoption, Education app revenue increased by 183% year on year in Q2 2019. Duolingo was the No. 1 Education app in terms of downloads and revenue in Q2 2022. The app was responsible for a significant portion of the Education category's revenue growth.

Language rose to the top of the Education subcategory in the first eight months of 2022, gaining four points in market share over the same period in 2021.

The growth of the subcategory was primarily due to the success of Duolingo. Language, Kids Education, and Studying Tools were the top three Education app subcategories by U.S. consumer spending in 2022, with only a seven percentage point difference in market share.

Although apps in the Kids Education subcategory, such as Kiddopia and Epic, led Education apps in 2020, growth in the subcategory has since plateaued, while other subcategories have continued to grow.



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App Story

This kid's education app is a free phonics and alphabet teaching app that makes learning enjoyable for children of all ages, from toddlers to preschoolers and kindergartners. It includes a series of tracing games designed to help children recognize letter shapes, associate them with phonic sounds, and apply their alphabet knowledge in fun matching exercises.

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

One popular New Year's resolution is learning a new skill, such as a new language or a musical instrument. So at the end of the year, usually it's one of the best times for kids' education app promotion. Our customer wants to promote his new app at this time. This app has done some basic app store optimization before, so this is a good start for us.

App Store Optimization solution

How do you keep the number of installs high when everyone is on vacation at the end of the year? The solution is App Store Optimization (ASO). A good ASO strategy is constantly refined and updated, including seasonal updates.

There are numerous ways for educational apps to maintain a high install rate over the winter rather than dropping off when the school year ends. You can gain an advantage over competitors by allowing parents to find your educational app in the app store and demonstrate its value. The suggestions below will assist you in making your app visible to both parents and children.



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Christmas or New Year Metadata

Developers should be able to capitalize on seasonal search trends. The most popular search terms change with the seasons. To gain visibility, research the keywords that are trending for your demographic, and monitor your keyword ranking movement throughout the season to determine what works. A solid ASO strategy necessitates keeping up with changes and figuring out how to incorporate them into your existing keyword bank.

Related reading:
Seasonal App Marketing Strategy: How Can App Seasonality Be Used to Increase User Acquisition?
Prepare Your App For Christmas: 6 Mobile App Marketing Tips For Holiday Season

Keyword Research “learning games for kids”

Once the root of the core keyword is determined, you need to expand more llong-tailwords. For example, here are the top 5 long tail words related to the keyword learning games for kids from Appranking:

They must also continue to be relevant to the app. While adding "Christmas" to a keyword bank and remaining relevant is possible, "vacation" is less likely to be related to the app's functions and would not be a good addition. It's critical to find keywords that are both popular for Christmas or new year and relevant to the app's features and functions. Failure to do so will result in the app falling behind its competitors.

After determining the keywords list, we started keyword installation, here is one of the ranking results of the keywords.

App Store Optimization result

We helped the founder optimize the app's keywords and titles so that it would rank higher in relevant keyword searches, as well as localize the app in 23 new markets. They achieved Top 100 rankings in the kid education category in 8 of the new markets after only two months.