Behind the Screen: Lessons Learned in ASO

App Store Optimization (ASO) is a cornerstone for maximizing the effectiveness of user acquisition campaigns. By enhancing an app’s visibility and appeal on app stores, ASO not only increases the volume of organic installs but also boosts the performance of paid campaigns. A well-designed product page significantly improves conversion rates and lowers CPA. At Addict Mobile, our ASO team shares key lessons learned from projects implemented for one of our clients. 

A Challenge in Mobile Gaming 

We worked with a mobile gaming app ranked in the top 10 of the Racing category on app stores. Despite its strong positioning, the app, like its competitors, faces ongoing challenges in maintaining visibility and optimizing its appeal on the stores. The goal? To improve its ranking and installation conversion rate (CVR), a key KPI for strengthening its competitiveness on the app stores. 

A Three-Step Strategy: Analysis, Content, and Testing 

To achieve this, a complete overhaul of ASO elements (both textual and visual) was required, followed by A/B testing on App Store Connect and Google Play Console. The strategy was implemented in three key stages: 

1. Competitive Analysis: A visual study was conducted on key competitors to identify the most appealing graphic elements. At the same time, we analyzed over 200 keywords based on their search volume, difficulty, and relevance to optimize the app’s content (title, short description, long description). 

2. Content Creation: On the visual side, two sets of screenshots (referred to as Series 1 and Series 2) were produced, tailored to each OS, to maximize the app’s appeal. On the content side, we crafted and optimized the title, short description, and long description, incorporating the most relevant keywords identified during the analysis. 

3. A/B Testing: The new versions of the store pages were tested on both iOS and Android to determine which had the greatest impact on conversions. Series 1 and Series 2 were compared against the original product page version, followed by additional tests incorporating our text recommendations. 

Challenges: How We Overcame Them 

1. A/B Test Saturation: The client had already conducted numerous tests, making it challenging to craft an original and high-performing proposal while adhering to the brand’s visual identity. To address this, we explored innovative creative concepts backed by concrete data to optimize visuals and text. Specifically, this involved highlighting the game’s graphics, selecting short and impactful taglines, and emphasizing features through dynamic graphic effects. 

2. Short Description Underperformance on Android: The new store page version, while optimized for visibility with strategic keywords, underperformed in terms of engagement and conversions. This required striking a balance between keyword usage and creating engaging text for future tests. 

3. Diverging Results Between iOS and Android: The A/B test conducted on Android showed that Series 1 could increase CVR by 3.25pts, while on iOS, the same screenshots led to a 1.12% decrease in CVR. 

Tangible Results: Let the Data Speak 

The winning version of screenshots (Series 1) identified for Android was implemented globally, including localized translations, contributing to improved performance across other markets. 

A/B testing validated concrete hypotheses and enabled quick strategy adjustments based on results. 

“A/B testing lies at the heart of a successful ASO strategy: it validates our choices and allows us to tailor our actions to the specific behaviors of users on each platform. Every failure is a lesson, and every success strengthens our approach. This project proves it: a focused ASO overhaul, supported by rigorous testing, can turn hypotheses into tangible results, like this +3.25pts conversion rate increase on Android.”

Chloé Morant – Senior UA Manager & Team Lead ASO

5 Key Takeaways to Elevate Your App Store Optimization Strategy 

Lesson #1: Define a clear objective from the start, such as visibility or conversion, to structure your approach and prioritize key elements. 

Lesson #2: Always test on both operating systems: user behaviors vary significantly between iOS and Android. 

Lesson #3: Avoid running multiple A/B tests simultaneously to ensure accurate and reliable results. 

Lesson #4: Striking a balance between optimizing for visibility (keywords) and engagement (appealing visuals and text) is critical. 

Lesson #5: A/B tests provide actionable insights for continuous ASO improvement, making agility in iterations essential. 

Need support with your ASO? Contact us now and boost your app’s visibility and conversions.