This case study delves into how a casual game increased user acquisition and improved the conversion rate of FTD users by optimizing its keyword strategy.
The mobile gaming industry has witnessed unprecedented growth, driven by widespread smartphone adoption and advancements in mobile technology. With a diverse array of gaming apps flooding the market—from casual puzzles to immersive adventures—competition has reached an all-time high. For developers, success hinges not only on creating engaging games but also on deploying effective marketing strategies to capture and retain users.
In this competitive environment, Cost Per Install (CPI) has emerged as a pivotal metric for app promotion. Lowering CPI while acquiring high-value users who contribute to revenue is a key challenge. For gaming apps, increasing First-Time Deposit (FTD) users—those who make their initial in-app purchase—is a critical goal.
This case study explores how a casual game in the Russian market achieved remarkable growth by optimizing its keyword strategy through App Store Optimization (ASO) and enhancing its approach with CPI optimization services from ASOWorld.
๐ก Expert Tips: The growth in install numbers inevitably affects the improvement of category rankings in the app store, which is why ASO can play a role in enhancing an app's position on the charts.
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Our client is a casual game that operates within the Russian market. Despite a substantial investment in advertising with the aim of increasing game installs and initiating first-time in-app purchases, their efforts were met with underwhelming results. The promotional strategies through these channels did not yield the expected number of installs or first-time deposits.
Faced with high costs and low conversion rates, the client found themselves in a predicament and turned to us for a solution.
To devise an effective solution, we conducted a thorough analysis of the app, focusing on:
The diagnosis revealed that the app’s keyword strategy was underperforming, limiting its discoverability. Additionally, paid campaigns were not optimized for cost-efficiency or user quality. Our goal was to increase organic traffic through high-converting keywords and reduce CPI through targeted advertising enhancements.
๐ก Expert insights: If a gaming app achieves a high ranking within app stores and can attract a substantial user base through keyword searches, its reliance on paid advertising can be significantly reduced. Diminishing dependence on paid ads can directly lower the overall cost of user acquisition.
๐ Recommended Reading - Mobile Games CPI in 2024: What Trends and Insights Will Drive ROI?
The first step in our keyword optimization process was to thoroughly understand the casual game's unique selling points (USPs). What made it stand out in the crowded market? Was it its gameplay, graphics, storyline, or social features? We identified these USPs to align our keyword strategy with the game's core appeal.
Next, we conducted a competitive analysis to see what keywords successful competitors were ranking for. This gave us insights into market trends and user search behavior. We also analyzed less successful competitors to understand which keywords to avoid or could be improved upon.
Using ASOWorld ASO tools, we gathered a broad list of potential keywords. The keyword dashboard provided us with valuable data on keyword search volume, difficulty, and current app rankings for those terms. We looked for keywords with high relevance to the game, decent search volume, and moderate competition - terms that could drive quality traffic without being too difficult to rank for.
Prioritizing High-Converting Keywords
With a list of potential keywords, we focused on those with a history of leading to conversions, particularly first-time deposits. We analyzed historical data on in-app purchase behavior and matched it with keyword searches. This helped us identify the terms that were most likely to attract users with a propensity to spend within the app.
๐ก Example Keywords:
We focused on keywords linked to conversions, such as "Free Trial + Rewards," which historical data showed yielded a 3% FTD conversion rate—above the app’s 2% average
By following this comprehensive process, we ensured that the keywords we targeted were not only relevant and popular but also effective in driving high-quality traffic that would convert into first-time depositors.
In addition to keyword optimization, the game improved the game's visual assets and text descriptions to better convey the value of in-app purchases, further enticing users to make their first deposit.
To complement ASO, we leveraged CPI optimization services, designed to lower acquisition costs and improve user quality:
We experimented with video ads and playable demos, identifying formats that maximized engagement at the lowest cost.
Using demographic and behavioral data, we refined ad audiences to focus on users with a higher likelihood of making in-app purchases.
We assessed ad platforms, reallocating budget to those delivering the best ROI.
๐ก Expert Tips: Integrating ASO with CPI services creates a powerful synergy, boosting both organic and paid growth while keeping costs in check.
>>> CPI App Campaigns: A Step-by-Step Guide to Boost App Installs Without Breaking Your Budget
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|
Metric |
Before Optimization |
After Optimization |
Growth Rate |
|
Monthly Installs
|
5,000
|
18,000
|
260%
|
|
FTD Users
|
200
|
440
|
120%
|
|
Keyword Search Volume
|
10,000
|
25,000
|
150%
|
|
Category Ranking
|
50th
|
10th
|
- |
While ASO and CPI optimization were the primary drivers, other factors may have contributed:
Acknowledging these variables ensures a holistic understanding of the growth, while underscoring the pivotal role of our optimization efforts.
The success of the Casual Game underscores the importance of a targeted approach in ASO practices. By not just aiming for visibility but also focusing on the quality of acquired users, ASOWorld's strategy proved to be a game-changer in the app's monetization efforts.
Unsure where to begin? Try ASOWorld’s App Intelligent Diagnosis tool. Bind your app to evaluate its performance and uncover growth opportunities - free with registration.
๐ Full Guide: How to Conduct Keyword Research & Increase App Visibility at ASOWorld?
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