Case Study: How A Communication App Increase 300% Organic Downloads By Using ASO?

Today our client is a second phone number app, it is a great illustration of how utilizing ASO techniques can drastically increase organic user acquisition. Its keyword ranking experienced an organic uplift into the Top 3 positions after we reanalyze and concentrate on a small number of properly chosen keywords. We determined what these advantageous keywords were using ASO World's features, and we carefully observed their effectiveness for further optimization.

Story

The name of this second phone number app remains anonymous here to protect the privacy of our customers. With the use of a separate second phone number for business calls, our customer's app gives you the freedom to decide how you want to connect. Virtual assistants and artificial intelligence are both used to communicate with the user. In order to better present our content today, we found one of its competitors in google play.

Challenge

The customer sought to increase organic acquisition while spending the least amount of money on media. In order to gain as many users as possible, this entailed concentrating on App Store Optimization techniques.

Solution:

ASO pre-optimized

Before ASO optimization, some related keywords such as "text now" and "phoner" already appeared in-app files in Google Play and App Store, so we are not starting from scratch.

In the case of Google Play, it uses almost all the available space in the text field, taking advantage of most of the available characters in the title and short description. However, it has room for improvement, especially in long descriptions, as it is not optimized for keyword density and characters used.

In the App Store, although important keywords with high traffic such as "number" are used in the App Name, the available space is not fully utilized, and there is room for improvement, and more keywords related to traffic can be added.

Remember, ASO cannot be an isolated case. It is necessary to continuously optimize and adjust the file according to the results obtained, changes in the store, user search behavior, and competition.

Overall, this app has room for improvement, especially in terms of descriptions on the App Store and Google Play. Both stores offered enough space to add the keywords we wanted the app to target, so we had to make the most of that space. Below are the character limits defined by the two stores.

App Store
App Name: 30 characters
Subtitles: 30 characters
Keyword field: 100 characters

Google play
Title: 30 characters
Short description: 80 characters
Detailed description: 4,000 characters

App Name in the App Store and Title in Google Play is the most weighted fields at the ASO level, where we have to add the most important keywords we want to gain visibility and targeting. Long descriptions are only indexed on Google Play, providing more than 4,000 characters to handle keywords.



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ASO keyword research

Since the app's downloads in Hongkong are quite high compared to other apps in the same category, it makes sense to use high-traffic keywords as they can position themselves. In Canada, on the other hand, it is more fun to use keywords with lower traffic, as it will be more difficult to rank for high-traffic keywords.

As I mentioned before, ASO requires ongoing maintenance, which means that keywords must be regularly reviewed and changes in the file processed to keep it fresh and updated at all times.

Keyword research results from the app yielded keywords related to “text” and “phone” which combined to form mid- and long-tail keywords and some keywords from the competition. From this list, we have included in the file keywords with medium to high search levels that define the main focus of the application.

ASO on the product page

Once we have a list of keywords that we want to gain visibility and start appearing in the first search results of the mobile app store, the next step is to define the most relevant keywords to add to the file. In this step, we considered different weights for text fields and different ways to optimize tabs in both stores.

ASO for Apple App Store

Knowing that App Name is the most relevant field in the App Store, we included all the keywords we wanted to position ourselves in the top 5. For our customer, we replaced its keywords in the Subtitle and put them in the app name, because they better represent the app's functionality. It makes more sense to be in the most important areas.

In the subtitle, we kept the keywords from App Name and added another high-traffic keyword that we wanted to rank for. This brings both the Subtitle and App Name to 29 out of 30 characters.

The keyword field gives us 100 characters to include additional keywords that we can't add in the app name and subtitle. It is a hidden field, so the keywords it contains are not visible to users in the App Store.

In the promotional text, we added a catchy phrase showing the benefits of the app, inviting users to download the app and see what they can get out of it.

ASO for Google Play

After implementing the new Google guidelines, the title has changed from 50 characters to 30 characters, just like in the App Store. For this reason, we took advantage of the space available to add the most relevant keywords next to the brand name, since this field, just like in the App Store, is the most weighted field at the ASO level.

Unlike the App Store, Google Play works based on keyword density, that is, the more times a keyword is repeated (which is obviously always common sense), the more likely it is to rank. For this reason, in the short description field, we repeated some keywords that we had already put in the title and used the remaining space to include other medium traffic keywords, which also helps define the application and is briefly understood by the user what happened.

Google Play's long description affects ASO, and every word that contains this field is indexed by Google, within those 4,000 characters, we process all relevant keywords that we hope to find and are directly related to the searched application traffic. Additionally, we've improved the structure of the current description, adding HTML, bold, and emoji to make it easier to read.

So we managed to make long descriptions with a high density of keywords we wanted to target and utilized almost every character available.

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Result

Through careful performance monitoring of ASO World over a 3-month period, we were able to continuously improve customers' organic rankings and downloads. The efforts of these ASOs result in:

• Threefold increase in organic user acquisition
• Top 3 keywords ranking in Second Phone Number Apps
• One of the top-performing keywords, "business phone numbers," increased significantly to moderate numbers