CASE STUDY · APP STORE OPTIMISATION
Growing Non-Branded App Downloads 25% With Store Listing Tests
A digital money-management app in India grew non-branded downloads by 25% for its top five keywords and organic downloads by 20%. The work combined store-listing optimisation for non-branded keywords with listing experiments and app audits.
- Client
- A digital money-management app in India
- Industry
- Fintech (app)
- Market
- 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.
+25%
Non-branded downloads for the top five keywords.
+20%
Organic downloads.
+10%
Organic visitors.
DATA
The numbers
Non-branded downloads measured for the top five keywords
BACKGROUND
The challenge
I led this ASO engagement in a previous agency leadership role. The app had weak visibility and few downloads from non-branded Play Store searches — people looking for what it did, not for its name.
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
Non-branded keyword targeting
Optimised the store listing to target relevant non-branded keywords.
App and competitor audit
Audited the app and its competitors in depth to identify gaps.
Listing experiments
Tested variations of the title, subtitle, screenshots and description to find the most effective elements.
Product recommendations
Recommended improvements to user experience and personalisation based on competitor analysis and user feedback.
STRATEGIC LESSON
The takeaway
Store-listing experiments replace opinion with evidence — small changes to the title or screenshots can shift non-branded conversion noticeably.
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