Case Study: How We Increase A New Health App Organic Downloads By 267% Within 3 months?

During Covid-19, healthcare changed as people postponed preventative care and screenings. People did not want to sit in waiting rooms when they needed care. Instead, they turned to online options. From the comfort and safety of their own home or workplace, they meet doctors or access wellness resources via telehealth apps. Today we have an ASO example of a new health app, which increased by 267% app downloads in 3 months with the efforts of the ASO World team. 

Story of app

This app was available on Google Play & App Store in April 2021. The app rose to the top 50 in the health category in the United States, Russia, Canada, France, and Japan over the next nine weeks, with an average rating of 4.8. Because the founder is constantly working with user feedback, this health app has only 6% negative reviews. The app began making money two weeks after its launch.

This article will be useful if you want your app to launch flawlessly in the App Store. We attempted to avoid using paid options as much as possible in order to keep the guide accessible to everyone. Do you want to promote your app on Google Play and App Store? Choose ASOWorld ASO serivce to start your app growth and monetization journey.

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.

Our App Store Optimization steps

● Using App Review Optimization to attract first users;
● Using Keywords Research: what users look for and how your competitors do it.
● Developing your app's semantic core;
● Monitoring the behavior of the app's first users to see what goes wrong;
● Localizing the app in preparation for market expansion;
● A/B testing: how to succeed and grow;
● Maintaining users and analyzing app metrics.



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Now, let's start our journey of ASO

Points that should be noticed before launching the app

This health app was first introduced in the United States. This, however, may not work for every app. The US market is difficult - more competitors and a high level of entry. This will necessitate a significant investment of time and money. Our ASO team recommends focusing on launching in other countries, to see how the app can modify its features and ASO. Then, once all potential issues have been resolved, go ahead and win over the American users.

Start with attracting first users

When the app is approved and published on the App Store, it is time to find users and persuade them to install and use it.

● App installs and reviews. It aids in attracting first users when an app is not yet well-known. In this case, we used our App Ratings & Reviews to help convince new users that this app is the best with 5-star ratings and reviews ;

● Bloggers and evaluations. We made a list of websites that publish reviews of newly released apps.

● Updates to the app. Apple has a separate field in the Apps and Games tabs for informing of new releases, so we recommended the founder to release updates frequently - in order to increase the chances of being discovered.

Here we recommend considering having your app featured to improve app discoverability. It is appropriate for highly rated games and apps. (Apple rarely features apps with three stars.) This method may not work for apps that do not have ratings or reviews. Try in-app rating requests if you don't have enough ratings.

Keywords research and app presentation

The title, icon, screenshots, and app description have already been worked on. Now it’s time to check the keywords and app presentation to attract a more targeted audience.

● Make a list of the keywords.
● Determine all possible synonyms and misspellings.
● Examine the app titles of competitors.
● The list of words is your keywords list, on which base ASO strategy. Include the main keywords in the app title to get more search results.

Before launch, the main keywords were: healthcare, united health, united healthcare app, myuhc. Added synonyms were: united health one, all savers, nursing, uhc, newborn, united health one.

The app stores recommend using app titles, but don't use them if users don't know about you yet. This method only works for popular apps like Tinder or Uber. Don't try to stuff keywords into every field. Less relevant words will reduce the conversion rate if you use too many of them. Don't try to fill in the keyword field with every possible character. The founder used 50% of the relevant keywords after launching in Russia. Fewer keywords appeared to bring a more relevant audience. If you use as many keywords as possible, irrelevant ones will muddy your path to your ideal customer, lowering your conversion rate. 

By using our Keywords Install and Optimization service, our customer's app ranking directly increased. 

Win app users

We don't need a camera to spy on users to figure out what they want. Instead, talk to them. 

Before launching the app, the company spoke with the intended audience. Before releasing a new product, the product team usually works in this manner. They defined what their users cared about and what features they might be interested in by doing so. In the native language, such information was easier to obtain. In terms of other languages, we searched social media for active users and interviewed them. As a result, there were ten user segments based on problems and requests.

Several hypothetical "problem-solution" models were presented to the users based on the user segments and their needs. The team organized several meetings and phone calls (a good option for customers all over the world), in which they asked moms to describe their experience with it. They documented the entire procedure to ensure that nothing was overlooked. 

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Result

Within the first month, search positions increased, and this app was listed among the top 50 most important search terms. The app has been released in 100 countries and is available in 8 languages. There were 300 active users who used the app on a daily basis.

850 active users and 160 reviews were received in the first 1.5 months. Monitoring and working with customer feedback resulted in 90% of positive reviews. The app was in the top 200 on the App Store in the category of healthcare by revenue in the first month after release in the United States. At the end of ASO, the downloads of the app increased by 267% in 3 months. 

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