How we increased App Store performance by nearly 200% in one year

App store optimization (ASO) and Apple Search Ads (ASA) are effective apps promotion tools that can boost your conversion rates significantly. Every potential user encounters an application page in the App Store, which influences their decision to download or purchase.

This article will be especially interesting for those who work with mobile applications and are looking for new traffic sources. I’m going to share my experience improving products in the App Store and provide some insights to help you quickly raise your metrics.

ASO/ASA promotion increases downloads and purchases

Over the past year, I’ve been working on improving the App Store for our flagship product, an educational app for kids called Keiki World. With the promotion of ASO / ASA, our metrics have grown exponentially: the total number of downloads increased by 210%, and purchases increased by 157%.

Year-round Dynamics of Keiki World purchases (April 2022 – April 2023)Image credits: child

Dynamics of Keiki World is installed throughout the year (April 2022 – April 2023). Image credits: child

Looking specifically at traffic from Apple Search Ads, the changes are even more noticeable: downloads are up 352%, and purchases are up a staggering 416%.

Image credits: child

Dynamics of downloads and purchases from Apple search ads over the course of the year (April 2022 – April 2023). Image credits: child

These results are important. The last step should be their evaluation. It is critical to consider the ROI of the ASA as well as the growth metrics. However, properly assessing the effectiveness of App Store tools requires setting clear goals.

It is essential to set specific expectations rather than simply aiming to “increase in app purchases”. Our team focused on two main goals:

  1. Optimized the app page to increase organic downloads.
  2. Run ad campaigns using Apple Search Ads while maintaining profitability and expanding this traffic source.

ASO implementation step by step

Our marketing team had previous experience with ASO, so we continued to make regular improvements via iterative improvements. Optimizing your product page is crucial to increase its visibility and attractiveness, making it easier for users to find the app and boosting their desire to download it.

This process is divided into two stages:

  1. Page script optimization.

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