Case Study: How A House Rental App Boost 750% Downloads By ASO Keywords Optimization?

Many businesses find it difficult to plan ASO by themselves. Keeping up with a rapidly evolving field requires a lot of resources, which is why many businesses outsource the work to companies like ASO World. With experts handling App Store Optimization and conversion optimization, having a clear understanding of ongoing performance and methods becomes a critical part of work.

App Store Optimization Results

• Over 750% increase in app downloads worldwide post-promotion.
• Reached #1 in the Rental Category in 8 different countries.
• Achieved top 3 rankings for multiple highly relevant keywords.
• More than tripled the number of app reviews.
• Gained the distinction of being featured in the app store due to high quality and continual updates incorporating user feedback and latest Apple features.

App story

Our customer today is a leading real estate organization, serving a wide range of market segments. The group's most well-known brand is an online platform that assists its users in the purchase, sale, and rental of real estate.

This platform primarily linked real estate agencies with tenants looking to rent a property. However, the company would like to transition to a new service. They will allow private lessors to find tenants via the app and website. As a result, the company's acquisition efforts will need to focus on attracting new audiences: private lessors, who will now be able to broadcast ads on the platform.

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.

Challenge

The primary motivation for the brand to enter this new market stems from competitors who also target private lessors and tenants. The main challenge is determining the most effective way to reach these new users.

The client wanted to increase its visibility in the Apple App Store and Google Play Store. The app had already been released, but it had low overall visibility. In target markets, downloads and engagement KPIs were falling short of expectations.

Significant resources had been spent on the app's design and development, as well as a dedicated budget for marketing and launch activities to improve ASO performance and app store visibility.



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App Store Optimization Solution

Our customer employs several ASO World tools to address this issue. With plans to release many new features in the coming months, the team will update the app's metadata in the App Store and Play Store to inform store visitors of the app's new features. This is where the Keyword Installs features of ASO World come into play.

Our team approached the project with an agile yet effective ASO framework from ASO World, as well asFoxData's competitor keyword analysis. Keywords must be relevant to the app's core value and value proposition. It also has significant search volume and was realistic in terms of ranking against competitors.

We must first identify the most interesting and relevant keywords to drive downloads from users who are interested in its new services. Several keywords have already been identified by the team and will be added to the app title, subtitle, and iOS keyword field first. Following that, the team will focus on keywords to include in the Google Play long description.

The keyword optimization process begins with ASO World's Keyword Brainstorm List. The team has identified the highest priority KPIs, which include installs, monthly downloads, and the app's current ranking and installs for those keywords. The best keywords are those that correspond to the new target market, with a particular emphasis on the new store user segmentation.


The team also considers each keyword's conversion potential: if the app ranks highly for a term that generates few installs, that keyword is not considered valuable. Our customer can compare its keyword strategy to that of its competitors using FoxData's Keyword Research tools. This data analysis tool provides information on the number of installs that a specific keyword has brought to the app. This is especially important to compete with apps that provide similar services and target similar keywords.


Conversion analysis and benchmark comparisons of similar apps were included in the pre-analysis. It became clear that both keyword and category rankings, as well as conversion rates in local stores, could be improved.

Deliverables included multiple keyword optimization iterations as well as ongoing experiments with localized copy, feature images, and screenshots. Documentation of all changes, as well as short and long-term results, is an essential component of a successful ASO project.

ASO deliverables and results

After the first two iterations of App Store Optimization, significant improvements can be attributed to optimized keywords, category changes, and ongoing experiments with titles, app descriptions, icons, and visuals.

Effect on App Visibility

As previously stated, if we want to improve our ranking on high-volume keyword searches, we should choose the selection of keywords with an appropriate level of competition, where ranking in the first or second position is possible. Another important factor is to prioritize keywords that work well together to maximize reach.

• Compared to competitors, keyword rankings for the top 5 high-volume keywords has significant improvement.
• Following the implementation of an improved keyword list, the app now ranks on numerous relevant keywords, including 45 first positions on Google Play and 27 first positions on iOS.
• The change in the app category has had a significant positive impact. The update propelled the app into the top five.

Effect on Conversion Summary

The experiment is an effective method to understand and test what drives conversion in Google Play. Google Play provides a range of options to run multivariate tests in each market on localized copy and visuals. In this ASO project, we ran multiple experiments, creating great value for our client. Accumulated improvement in conversion by +29% for Germany, and +19.5% for the United Kingdom.

The highest performing experiments increased conversion by +15%, and "Feature image and short description" experiments had a significant impact on conversion rates by +10%.

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