It’s nice when things go as planned, but we always want better results. We were approached with this kind of task – to make things better.
The Sudoku app had nice conversion rates with a relatively recent launch, but the organic statistics weren’t that satisfying, fluctuating around 80 views. Everything was static with little to no growth – this is not good. The question was – how to quickly and efficiently optimize the app on Google Play and increase the flow of traffic. Let’s take a look at the solution.
App Store Optimization (ASO) tasks:
- Improve the organic traffic;
- Increase the conversion rates.
- One Android app, a puzzle game;
- Monthly organic traffic on Google Play – 2999;
- Conversion rate – 22.9%;
- Organic statistics with AdWords campaign – 6117;
- Conversion rate from views to installs with AdWords – 37.3%;
- Period: July 20 – August 1, 2016;
- Geo: Russia.
Let’s find out the unknown values that we need to find in the equation:
- Working keywords
- Captivating name and description
- Original design
- Functional screenshots
1. Working with keywords is one of the main aspects of App Store Optimization. This is the first thing that affects how well the app comes up in the search results. Knowing the way Play Store ranks the apps, attention was primarily focused on the title and description.
On Google Play, the keywords are placed in the app title and app description, which broadens the possibilities and incentivizes the creativity, but demands additional attention on the writing with keywords in mind. This way we have selected the right keywords, which were used in the title and description.
2. App icon is the second most important thing in App Store Optimization right after the keywords, and it’s what the user sees right after the keywords have led them to this page.
There are many Sudoku apps out there, and the icons usually represent the board with numbers on it. Following the same style would be irrational, since this design is widely used, and the app wouldn’t be so memorable, and it would also get lost or blend in too much to the point it wouldn’t stand out and could be easily confused with another, similar app.
Our designer has created three variations of the app icon and the desired variation has been chosen by our client. Usually, in this case it’s decided through AB testing, but since the app had a rather small audience, it wouldn’t give us any useful information to work with.
We’ve had good results on Google Play after completing the first stage:
The performance of the app before they’ve contacted us is located in the chart on the left, and the second chart shows the first week of our first work on optimization. The number of views was multiplied 40 times, which means that it works. But wait a second… what about the conversion rate? It decreased by 3 percent, which means there is a weak spot in our plan.
How the conversion actually works? The user visits the app page they’ve found using the search function and decides to download the app and give it a try.
Once we have managed to increase the flow of traffic on the app page, there is the next problem we need to take care of: how to make sure that the user will want to download the app and not just take a look at it on the app store. The answer is very simple – to show what they should expect from it.
3. Screenshots are what we really need. They won’t do the whole job for us, but they play the major role when it comes to conversions. They need to show the features of the app what makes it special, what functionality it offers to the potential users, in short – they need to attract. The user must imagine the app on the screen of their device while watching it and figure out whether they like it or not. Again, in this case our designer created the best screenshots, and we have decided to pick the best ones through AB testing. Since we’ve received more organic traffic after the first stage, we can gather useful data from this test.
AB testing helped us determine which variations worked best.
Next week, we could already see the increased conversion rate, which means we’ve made the right choice. In mid-August, the conversion rate increased to 33% with weekly organic traffic of 600 users.
Do you remember AdWords data we’ve showed before? The marketing campaign was set up on the customer’s side, we didn’t touch it over the course of our work. The traffic remained stable, but the conversion rate increased by 10% while we were working on ASO. All this happened due to the simple optimization of the app page on Google Play. Which means that potential users who visited the page decided to install the app right away.
In the end, the conversion rate in the AdWords campaign showed the following results:
The efficiency increased by 12%, overall conversion rate on Google Play increased by 10% over the week and a half of ASO work.
- Monthly organic rate increased from 2999 to 24308;
- Conversion rate increased by 10% (32.6%);
- AdWords campaign got the 63.8% mark (increased by 10% with ASO);
- The audience got expanded and covered other countries;
- The app received positive reviews and a lot of useful feedback.
It’s also worth noting that after ASO work was completed, the statistics went up which means that’s a good start.
Since August when we have completed the ASO campaign the traffic kept growing, while keeping the conversion at the same level.
Of course, it doesn’t mean it’s time to sit back and do nothing. At least to make sure that the app keeps it’s current position and keeps growing and continue promote mobile app, one has to work on all fronts, tracking the latest data from Google Play, redesigning the icon and screenshots and improving the description.