How I grew an app’s revenue x35 with App Store Optimization in less than 30 days

Now, let’s talk about about mobile apps, ASO, business and money.

At PickASO, an App Marketing agency based in Spain, we run tons of experiments related to apps and App Store Optimization (ASO): We have launched hundreds of apps -some of them have received millions of organic installs- and we can say we have “some” experience in mobile growthExperience is the best teacher!

In one of our last experiments with one of our apps (I tweeted about it some days ago) we have seen a 30x growth in ORGANIC installs and a 35x growth in revenue by doing just one thing: ASO. ?

Let’s start from scratch.

App Store Optimization is your friend

As you may know, ASO (App Store Optimization) is the process of optimizing an app store listing in order to increase its visibility on the mobile app markets -Apple App Store / Google Play Store-: Search & Top Charts rankings. The more visibility, the more organic installs and the more revenue. As simple as that!

ASO helps acquire organic (FREE) users and Аreduces user acquisition costs, in case of investing on Social Ads, Search Ads, Display Ads, Influencer marketing, etc. So, App Store Optimization is a MUST.

Hackerman doing ASO in the 80s…

The experiment

Some notes:

  • I used TheTool, our new ASO tool, to track keyword rankings in some countries (USA, UK, Spain, Brazil, India…). Of course, you can use any other ASO tool.

  • The experiment is based on an entertainment Android app.
  • App was launched on october 24, 2016, so it’s a young application.
  • App is available worldwide with listing translated to 72 languages.
  • App is monetized with Google AdMob.
  • At the beginning of december app was receiving 150–180 installs / day, yesterday it received 4,600 installs. (30x growth).
  • At the beginning of december app was generating 4€ / day, yesterday it generated 137,77€. (35x growth)
Google AdMob revenue

The Keys of Success

  • Worldwide ASO strategy. Mobile is global, never forget.
  • Long-tail keyword strategy.
  • Icon optimization strategy.

Let’s play!

Keyword rankings distribution (USA) screenshot from TheTool — ASO Tool

At the beginning of december -aprox 1 month after the app was launched on Google Play Store- I decided to add a lot of long-tail keywords in the app’s description for some languages and track them on TheTool. A few days later, on december 16, app started ranking for those long-tail keywords (red arrow in the chart).

On december 15–22 I run an icon A/B testing experiment on Google Play Developer Console and selected the one with better results (more visits to listing and more installs). From december 22-23, keyword rankings started improving and installs volume started growing:

Google Analytics new users screenshot

Installs are a Search ASO factor, so increasing installs volume helped the app rank for mid-tail keywords (blue arrow in the chart), get more installs and so on…

Keyword rankings distribution (USA) screenshot from TheTool — ASO Tool
Keyword rankings (USA) screenshot from TheTool — ASO Tool

Long-tail keywords for the WIN

What are long-tail keywords?

Long-tail keywords are keywords or key phrases that are more specific — and usually longer — than more commonly searched for keywords. Usually, traffic and difficulty for long-tail keywords are low or very low, but it’s something!

A lovely long-tail keywords animated GIF from MOZ

For a new app it’s very difficult to rank for head or mid-tail keywords. It’s possible, but it takes time (+ installs and ratings). Because of this, I always recommend long-tail keyword strategy for any new app (unless you are Super Mario Run).

How can you find long tail keywords for your app? Easy! With TheTool!

We have recently added a new “suggested keywords” feature on TheTool so you can easily find ALL suggested keywords for a given keyword and start tracking all of them in a few seconds. This wonderful feature helps you find all mid & long-tail keywords related to your head-tail keywords!

  1. Go to TheTool dashboard.
  2. Choose an app and a country.
  3. Just click on the “+” button next to any keyword and magic will happen:
Suggested keywords feature from TheTool — ASO Tool
Suggested keywords feature from TheTool — ASO Tool

From that screen, you can discover and start tracking any suggested keyword, or all of them if you want to.

The importance of Icon in App Store Optimization

In my experience, icon is not only a conversion (visit to install) rate factor, it is also a CRUCIAL factor to increase CTR (Click Through Rate) on lists like search results for a given keyword or Top Chart Rankings. So, you really should care about the graphic assets in your app store listing, focusing on icon + featured graphic on Google Play or icon + screenshots / video on Apple App Store.

In the experiment, choosing a new icon made my app more “sexy” in the search results lists, increased its CTR on those lists and its installs volume.

ASO is not just Search

No no no… ASO is not just Search!

ASO is not just Search: ASO is Search, ASO is Top Chart Rankings, ASO is Conversion… ASO is more complex than people think. ASO is, like SEO is, testing, testing, testing and more testing.

What are you waiting for optimizing your listing and A/B testing with graphic assets?

Feel free to share this post about ASO and revenue. Thanks in advance, sharing is living! ?

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Disclosure: As you can read on my Medium profile, I’m CEO at TheTool.

TheTool is a brand new Performance-Based App Store Optimization tool developed by digital marketing experts with more than 10 years of experience in SEO (Search Engine Optimization). Sign up for FREE and start measuring and optimizing your ASO efforts and strategy!

PickASO is an App Marketing & Mobile Growth agency based in Barcelona. Since 2013 we help app / game developers & startups grow their app businesses through ASO, User Acquisition (Social Ads, PPC Search, Influencer Marketing…), mobile strategy and monetization.

Author: Daniel Peris