CASE STUDY · APP STORE OPTIMISATION
US Store Visitors Up 268% With Custom Store Listings
An Indian video-streaming app grew organic Play Store visitors by 268.16% in the US and 128.30% in India using four custom store listings. Hundreds of previously unranked keywords started ranking in both markets.
- Client
- An Indian video-streaming app
- Industry
- Media / OTT (app)
- Market
- US / India
- Project
- App store optimisation
- My role
- Led the SEO strategy; delivered with my team at the time
OUTCOMES
The results
Direct commercial and organic search impact delivered during the engagement.
+268.16%
Organic visitors in the US.
+128.30%
Organic visitors in India.
+56.16% / +80.87%
Organic acquisitions in the US and India respectively.
199 / 402
Previously unranked keywords now ranking, in the US and India respectively.
320 / 432
Keywords with improved rank, in the US and India respectively.
DATA
The numbers
Newly ranking = previously unranked keywords
BACKGROUND
The challenge
I led this app store optimisation work in a previous agency leadership role. Store traffic was declining or flat, especially in the US, and the app had a single default listing shown everywhere — with no regional localisation and little targeting of intent-led searches.
Custom store listings let a Play Store app show different pages to different audiences, which opened the door to targeting by region and by search intent.
Client and agency not named for confidentiality. I led the strategy; the work was delivered with my team at the time.
EXECUTION
What we did
Four custom store listings
Created four custom store listings: one geo-targeted to the US, and three targeting category intent (movies, TV shows and web series).
Keyword-led text
Wrote each listing's title, short and long descriptions around high-volume keywords, keeping them conversion-friendly.
Conversion-focused screenshots
Replaced poster-style screenshots with images combining short USP text and previews of the app's UI and popular content.
LiveOps
Ran promotional in-app events to promote new content and encourage usage.
STRATEGIC LESSON
The takeaway
Store listings work like landing pages: matching the listing to the visitor's region and intent improves both keyword relevance and conversion.
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