Case Study: How An App Boost 60% App Downloads & 20% Conversion Rate?

The mobile music app market is tremendously lucrative but fiercely contested. Only Games and Entertainment and Music were ranked higher by user spending, according to Sensor Tower. In this inflated market, is it possible to secure a favorable position?

Obviously yes! One of our customers made his music app and its app ranking rocketed to the top in a few months. ASO World was able to increase the app's organic visibility in its key markets. While we also assisted with the launch of ASO in new markets such as Turkey and the MENA region. ASO World contributed to the development and expansion of our customer's ASO expertise by sharing best practices and insightful analysis of app performance. 



In this article, we are going to talk about how his music app increased by 60% app downloads and a 20% conversion rate in 3 months with the ASO World team. 

App story

This is an Android app for streaming music. With the current hot tunes playlist on the home page, it delivers a lot of features packed into a small package with an easy-to-use interface. You can choose a genre or open your favorite compositions using the other two options. The app install is free, and it makes money by showing banner ads. 

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

We were eager to devise an innovative creative campaign, for setting our customer apart from its competitors. As part of a successful campaign, the goal was to increase brand awareness and boost organic app installs in new global territories. The mission was to rethink the app's store listing creative assets. Equip their teams with the knowledge and resources needed, for ensuring long-term ASO success after the engagement. 

Our customer identified Turkey as the next target market after achieving significant growth in Europe, South America, the Middle East, and Northern Africa. They wanted to learn how to drive organic traffic in both the Google Play and Apple App Stores before investing in paid marketing campaigns. ASO World was chosen to assist the acquisition team in expanding into the region.



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App Store Optimization solution

An app preview video was envisioned as a powerful medium to demonstrate the value of the app's most popular features to users. Dark Mode and Song Catcher, as well as core features like offline listening and a library of over 73 million songs and podcasts, were to take center stage.

Using visuals that showcased the most popular artists, songs, and podcasts based on the number of plays in the United States, We took a data-driven approach, building on findings from previous ASO experiments. The same data was collected across multiple locations, allowing Phiture to localize the video based on market data. On the App Store, new users would see the app preview video in the place of the screenshot, or as a banner or featured graphic. In addition to showcasing the app's new features, the top artists and songs in each preview video varied based on the user's geographic location.

The app preview video was released at the same time as new branding and a refresh of creative assets in the App Store.

The engagement began with a full audit conducted by ASO World's ASO consultants, which identified the key differences in the Turkish market and analyzed the competitors. They then conducted extensive keyword research on the music streaming market, followed by an optimization analysis that identified areas for increased visibility and conversion. The following stage necessitated close collaboration with the ASO World & App ranking. To align with key findings from the audit research and relevant cultural trends in the Turkish market, visual and textual assets were created and localized. Using an iterative approach, the assets were tested in both the Google Play and Apple App stores, keyword optimization was performed regularly to allow for metadata updates, and various visual assets were trialed regularly. 



We incorporated "music online," the most popular inquiry from the pertinent category, into the name of the app with the help of Appranking. By using this tool, we also analyzed the keywords and keywords ranking of the competitor of the app. The description was then rewritten with high and mid-frequency words from the semantic kernel (such as "playlist," "music," and "tracks") included. To support one of our ideas about obtaining organic traffic from subtle target queries, we also incorporated genre names.



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App Store Optimization Result

It took one month from the start of market research to the launch of the first test visual and metadata experiments. After collecting data and analyzing the impact, the results revealed that we experienced a 60% increase in downloads following the first round of keyword optimization on iOS, followed by a 53% increase on Android. The conversion rate increased by 20%, there were twice as many visitors on Android during the engagement, and this music app went from being an unknown music streaming service in Turkey to one of the market leaders.

When we concentrated on ASO, we saw two results: first, in-store exposure increased dramatically and more people were able to find it; second, page view-to-installation conversions increased, which lowers CPI for all traffic sources. Successful ASO, carefully chosen keywords, and flashy new aesthetics are to blame for this success. App store optimization can improve an app's overall usability and user base.

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.  

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