How we scaled our App Retailer efficiency by roughly 200% in 1 yr


App Retailer optimization (ASO) and Apple Search Advertisements (ASA) are potent instruments for selling apps that may considerably enhance conversion charges. Each potential person encounters an app’s web page within the App Retailer, influencing their resolution to obtain or buy.

This text will significantly curiosity these working with cell functions and looking for new site visitors sources. I’ll share my expertise with optimizing merchandise within the App Retailer and supply some insights that will help you rapidly elevate your metrics.

ASO/ASA promotion is driving downloads and purchases

Over the previous yr, I’ve been engaged on the App Retailer optimization of our flagship product, an academic app for youngsters named Keiki World. With ASO/ASA promotion, our metrics have grown considerably: The general variety of downloads elevated by 210%, and purchases surged by 157%.

Dynamics of Keiki World purchases over the yr (April 2022 – April 2023)Picture Credit: Keiki

Dynamics of Keiki World installs over the yr (April 2022 – April 2023). Picture Credit: Keiki

Wanting particularly on the site visitors from Apple Search Advertisements, the adjustments turn out to be much more noticeable: Downloads skyrocketed by 352%, and purchases surged by a powerful 416%.

Picture Credit: Keiki

Dynamics of downloads and purchases from Apple Search Advertisements over the yr (April 2022 – April 2023). Picture Credit: Keiki

These outcomes are important; the ultimate step needs to be their analysis. It’s essential to contemplate the return on funding from ASA along with the expansion metrics. Nevertheless, accurately assessing the effectiveness of App Retailer instruments requires setting clear targets.

It’s important to outline particular expectations fairly than merely aiming to “enhance app purchases.” Our workforce targeted on two foremost targets:

  1. Optimizing the app’s web page to extend natural downloads.
  2. Operating promoting campaigns with Apple Search Advertisements whereas sustaining profitability and scaling this site visitors supply.

Step-by-step ASO implementation

Our advertising workforce had prior expertise with ASO, so we continued conducting common optimizations by way of iterative enhancements. Enhancing the product web page is essential for growing its visibility and attractiveness, making it simpler for customers to seek out the app and enhance their need to obtain it.

This course of divides into two levels:

  1. Textual optimization of the web page.