Case Study: How A Wallpaper App Boost 200% App Downloads?

Smartphone wallpapers, unlike wall wallpaper, do not blend into the background. You're constantly looking at it, and if it's not something you like — or if you're bored with the current image — it's simple to change. Changing the wallpaper on your phone's home screen can completely transform its appearance. You can always use a photo from your Camera Roll or Gallery as a cover image, but consider using a professionally designed wallpaper that perfectly fits your phone. Wallpaper apps specialize in collecting unique smartphone background images and provide a plethora of options for free.

These customizable apps provide more wallpaper options than a single person could ever require in their lifetime. Some provide live wallpapers, while others allow users to switch backgrounds automatically without doing anything. These apps also offer a diverse selection of wallpapers for every type of Android phone, as well as wallpapers designed to suit any style — from minimalistic to natural to animated.



On the two app stores, there are hundreds upon hundreds of wallpaper apps to choose from, each designed with a different type of user in mind. There's a lot to choose from, from those who want a real-time weather report baked into their phone's background image to those who want to make changing their backgrounds as easy as possible.

An effective strategy is especially important in such an environment to capitalize on development opportunities and drive the growth of your wallpaper app. We share the cases of our users' wallpaper apps below in the hopes of providing you with more inspiration for innovation and growth.



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App story

Our user's wallpaper app was released in 2021 and has a solid foundation. It grew quickly in the beginning, and the daily organic download volume reached around 2,000. However, it has been difficult to maintain its growth in recent months, and traffic has never increased.

Our team was involved in the user's app promotion work from the beginning. Users have chosen our App Package (Direct) Installs and keyword installs services, which work in tandem with ads to promote the app's growth in its early stages. And they want us to redesign their video app promotion strategy to increase organic downloads for this program.

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

As a startup, the user's marketing team is very small, and there is not enough budget to expand advertising investment, so we will rely more on ASO strategy and comprehensive data analysis support.

When a user's new app quickly rises to a certain level in a short period, I believe many app promoters have experienced the same difficulties. The previous strategy appears to be ineffective, and significant growth appears to be difficult to achieve.

Innovation, dynamic optimization strategies, and remarketing strategies based on segmented data analysis have become fatal limitations for many entrepreneurial teams because many supporting factors cannot keep up, the budget is limited, testing time is limited, and professional staff allocation is insufficient. Then, it would be a good idea to consider forming a mature team to complete the next task.

App Store Optimization solution

We discovered some common issues with both keywords and store conversions when we first assessed its app store presence:

1. Keywords were improperly structured and frequently placed in the wrong field (title, subtitle, keywords)
2. Many keywords did not generate enough traffic.
3. In major non-US countries, keywords were simply translated without taking into account - and thoroughly researching - local search queries.

Keyword optimization part

So our main task was Keyword research. To understand the likelihood of achieving a high ranking (within the top 10) we needed to first assess the position of the app in the wallpaper category, as well as identify the best apps in this niche. The ranking potential is heavily influenced by factors such as reach, brand strength, visibility, number of reviews, and so on.

The team has researched competitor keyword lists and created a new list for our customers. We obtained a list of competitors in this keyword raking by using Appranking and searching for "wallpaper":



Then we select one competitor to view its keyword list to determine our list. The team also considers the conversion potential of each phrase: if the app ranks highly for a term but only receives a small number of installs, that keyword is deemed insignificant.

This app can assess how well its keyword strategy is performing in comparison to that of its competitors by using ASO World's keyword research tools. This is critical for our customers for them to compete with other apps that target the same keywords and provide comparable services. Here you can see the keywords list of Wallcraft:



Simply put, when it comes to keyword optimization, we begin by conducting extensive research to generate a long list of relevant, high-traffic keywords for which the app currently ranks. Based on the level of competition, we assess our chances of finishing in the top ten or higher. Then we choose and submit the final keyword set (s).

App Installs part

Play Store and App Store algorithms insist that an app with a low number of downloads never appears in the top results, the Stores will rank apps by how often they have been downloaded and how often they are downloaded today.

Users prefer to choose the best apps on the market with more downloads, and it means you can get more and more organic users if you choose the right packages. Our customer chooses our package installs service to successfully increase their app visibility.



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App Store Optimization result

We quickly increased this utility app's organic downloads by 200% after our keyword optimization. The potential impact of app store optimization is heavily dependent on your niche, whether you have an active user base, whether users are searching for apps similar to yours, and the level of competition.