Case Study: How A Well-known App Double Organic Visitors & Increase Installs by 50%?

This case is intended to demonstrate that App Store Optimization is important not only for new apps but also for those that are well-known and have millions of installs. The process we will discuss lasted from June to August.

It shows the app's evolution in terms of keyword rankings and the number of installs in both the Apple App Store and the Google Play Store. It was released in 2020 for Google Play and 2021 for the App Store, in the categories House & Home and Productivity, respectively, and it has over 1,200,000 installs in each store. It has a rating of 4.0 stars on the App Store and 4.1 stars on Google Play.

Story of App

Although the app appears to be doing well on its own (it is a well-known brand in France), as we always say, there is always room for improvement. ASO benefits all types of apps and games, which is what we'll see today.

In this mobile game, players can discover and extract raw materials, craft tools, and items, and build structures, earthworks, and simple machines in a blocky, procedurally generated 3D world with virtually infinite terrain. Players can fight computer-controlled mobs, as well as cooperate with or compete against other players in the same world.

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.

App situation in June 2020 before ASO implementation

The first step was to dissect the main elements of the app store listing (as of June 2020, before implementation) to determine which were properly optimized and which needed improvement. This case study takes into account on-metadata factors, off-metadata factors, and user ratings and reviews.

On-metadata factors

The app used 27 characters for the App Name and Title, which is fine for the App Store (which allows a maximum of 30) but not enough for Google Play (max 50 characters). As one of the most important fields for ASO, it is critical to maximizing its potential. For the remaining textual fields, both stores had the following situation:

On the Apple App Store:
● Subtitle: 27/30 characters, adequate length but insufficient keywords
● The promotion field is empty.
● Description: 1,557/4,000 characters, which is less than half of the maximum allowed

Google Play Store:
● 75/80 characters for a brief description
● Long Description: 1,647/4,000 characters, which is less than half of the maximum allowed.

In terms of visual assets, the icon and screenshots could be improved in terms of design to improve conversion rates, and it uses 5 screenshots (out of 10 on the App Store and out of 8 on Google Play). It also lacks a video preview on the Apple App Store, so there are a few things that could be improved.



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Off-metadata factors

These are beyond our control, but it is critical to keep track of them. The app has over a million downloads on both stores, with an average rating of 4.0 on the App Store (though it has a 4,5 in the current version) and nearly 23,000 ratings, and a 4,1 on Google Play, with approximately 79,000 ratings. All of these figures are solid, but let's dig a little deeper.

Reviews and ratings are also important off-metadata factors because they help the app rank higher for the keywords it uses. Reviews were also divided by sentiment (positive, neutral, or negative). On the one hand, this app received nearly 1,600 reviews on the App Store, with 47% being positive, 6% neutral, and 47% negative.

Six of the top ten keywords used in reviews were negative due to bugs and errors when compared to previous versions. On the other hand, Google Play has over 16,000 reviews, with 70% positive, 6% neutral, and 24% negative feedback. Reviews are the most effective way to gather feedback for your app. Buy our Reviews and rating service now

Suggestions for ASO on-metadata

The app was already ranking positively for the majority of the keywords, so the goal was to rank even higher to outrank its competitors. There should be core keywords in all textual fields, as well as those with high traffic volume, as well as mid-tail and long-tail keyword combinations.

Following the analysis, ASO World generated a list of 87 keywords to include in the main textual fields of the app listing. They were chosen based on search volume, difficulty, and the potential for organic traffic and downloads. They were classified into three groups:

● Core business keywords are those that are interesting to rank for commercial reasons.
● Keywords that competitors or the competition are already using, so it would be interesting to aim to rank for them as well.
● Brand keywords or brand-related keywords

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Suggestions for ASO off-metadata

Off-metadata factors are not entirely within our control, but there are some things we can do to improve them, which will translate into an increase in visibility and downloads.

User ratings and reviews are among the most important off-metadata factors, as they influence ranking algorithms and conversion rates. Good ratings should come naturally as a result of working on the product, and there's always the option of using SDKs to encourage users to rate the app without leaving it. In terms of reviews, they are a valuable source of information for detecting bugs and receiving feedback from users, who frequently have suggestions for future updates.

It is critical to managing reviews as effectively as possible, as they increase user sentiment toward the app.

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Result of ASO strategy

ASO implementation helped this app rank for twice as many keywords, resulting in a large number of top 1 and top 5 keywords, to the point where 80 of the 87 keywords implemented are now ranking in those positions. The number of impressions and downloads from Search has increased significantly as a result of this keyword research and implementation. 

The impact of the keywords on Google Play was not as significant as it was on the Apple App Store, but this was due to the app already ranking high for several keywords. However, its implementation resulted in an increase in keyword rankings for the top 1 and top 5 keywords.

Finally, this case study demonstrates that all types of apps, including well-known brands with strong ASO, can be optimized. As we always say, app store optimization is an ongoing process with plenty of room for improvement.

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