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.
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.
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 as Appranking
'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 Appranking's Keyword Research tools
. 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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As a result of the promotion, app downloads increased by more than 750% worldwide, and its ranking in the Rental Category reached the top spot in 8 countries.
The impact on keyword rankings was obvious, the app did achieve top three rankings for some very relevant keywords, resulting in more downloads in the long run.
The number of app reviews has more than tripled. The honor of being featured in the app store is reserved for a select few. It is critical to have a high-quality app that is constantly updated with user feedback and Apple's latest features.At last, if you think this article is helpful to you, please share it with your friends. ASO World is always here to help you find the key to your success. Thank you for reading.