Changing title and keywords results in a 9x download increase
By MobileDevHQ
Published April, 2013
Note: The app name and any identifying information have been redacted.
“New And Noteworthy” Prior to ASO
A UK survival simulation game, referred to us by a current client, needed help with its
app store presence and visibility. This app was early stage and only available in the
UK (iPhone/iPad/iPod Touch).
Until this point, the developer had not done much in the way of distribution or
marketing. After going live, his app was featured by Apple as “New and Noteworthy”
which garnered him 700 downloads in one weekend. However, after the initial buzz
wore off, his download rate settled at an average <10 downloads/day.
The pre-change title and keyword set were not targeted towards game users relevant
to survival simulation. The title was vague and did not include any game genre-related
keywords; in fact, it included no keywords at all. The iTunes Connect keywords were
too granular - focusing on feature functionality - without covering higher-level and
wider-funnel keywords. This would be like targeting “opinion section” and never
mentioning “newspaper.” A larger keyword opportunity was being missed.
Focusing on ASO and seeing an increase in downloads
We recommended an app title change and a keyword set change. We based our
recommendations on search volume, ranking difficulty, genre relevance, and audience
type, and recommended he include 1-2 ”head” keywords in the title. The download
increase was significant.
Changing title and keywords results in a 9x download increase
By MobileDevHQ
Published April, 2013
Once the changes went live, his app saw a 9X increase in his average number of
downloads per day. The increase was also sustained throughout the duration of this
case study.
App Store Optimization Drives Downloads
According to Nielsen, 63%1 of consumers find apps through app store search, making
it the single largest channel for app discovery. App Store Optimization can be used to
ensure an app ranks highly for relevant, high volume search terms in the app stores.
This app used MobileDevHQ to find great keywords and learn how to make changes
to its app store presence in order to rank highly and garner more downloads on a
daily basis.
Users from ASO Are Engaged Users
Users who install your app via an inbound channel such as app store optimization are
more engaged than users who come from paid channels, like banner or video ads.
1 Alex Cocotas. Search is The Biggest Driver of App Discovery. Business Insider. h.p://www.businessinsider.com/search-is-thebiggest-driver-of-app-discovery-2012-8. August 2012.
Changing title and keywords results in a 9x download increase
By MobileDevHQ
Published April, 2013
Coming from a search query within an app store, they have already defined intent
about having a specific need for an app. Capturing these users will lower your overall
customer acquisition costs and increase profitability for your app.