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App Store Optimization Case Studies (2023)

Artem Dogtiev | May 1, 2024

In developing a mobile app, businesses may have a number of goals such as generating revenue, launching a new channel to reach their existing or new customers, or raising awareness. To achieve these goals, their marketing teams apply numerous app marketing techniques and the chief of them is App Store Optimization (aka ASO).

Just as with any marketing technique, it is always better – and cheaper – to learn from the mistakes of others rather than dealing with your own missteps. In this article, we want to share with you the number of App Store Optimization case studies from multiple companies, featuring apps from different app store categories. We hope these app store optimization examples will help you to build your own robust ASO strategy.

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First off is the case study for one of the biggest online sellers of airline tickets in Europe.

ASO Case Study #1 Kiwi.com app

Today Kiwi.com is one of the Top5 biggest airline ticket sellers in Europe. With a team of more than 1,500 people, Kiwi.com is praised as the fastest-growing startup in the CEE region. The app provides users with the capability to book a flight, train, and bus, removing the chore of switching back and forth between multiple apps and web browser windows.

Kiwi.com app App Store listing screenshot

Source: App Store

App Store Optimization objective

The key objective for conducting App Store Optimization for Kiwi.com app was to increase the app’s Conversion Rate. The analysis of the app’s current ranking and its app store marketing copy showed multiple issues to deal with. Such as the keywords within the app’s title, subtitle, and keywords metatags weren’t properly placed, the screenshots weren’t visually enticing enough, and the app wasn’t localized for foreign markets to grow.

ASO Services Buyers guide

Download our App Store Optimization Services Buyers guide to get a full list of best service providers on the market to choose from. The guide features how ASO companies work, benefits of using one, who needs it and the list of top App Store Optimization companies.

To address the abovementioned issues, AppAgent’s mobile marketing agency team ASO strategy went two-fold – the app store listing conversion rate optimization and keyword optimization. For the latter, the app’s competitive analysis was performed to identify ways to increase Kiwi.com ranking. Next, comprehensive keyword research revealed a new keyword set to optimize the app. Finally, additional keyword optimization was performed to identify keywords to rank the app high in non-US app markets.

Assessing the impact of applying ASO, the AppAgent team revealed a non-equal effect between Apple’s App Store and the Google Play market. The latter didn’t yield the same growth as the App Store, but overall this optimization resulted in a 31% app downloads increase.

From traveling to in-store shopping, next up is Sephora – the app that brings the in-store shopping experience to smartphones with information about cosmetics, hair products, and fragrances.

ASO Case Study #2 Sephora shopping app

With the Sephora app, users discover new beauty and skincare routines. The app features a big catalog of the best beauty products from top brands like FENTY BEAUTY by Rihanna, The Ordinary, and Sephora Collection.

Sephora app App Store listing screenshot

App marketing campaign objective

The goal set for Gummicube’s ASO company team was to improve the app’s ASO strategy and increase the app’s presence on the app stores. Once the goal of increasing the app’s visibility was achieved, the team switched to improving its Conversion Rate to increase revenue with new traffic.

To deliver on the goals, Gummicube’s team used its DATACUBE ASO platform to reveal which keyword themes were in line with Sephora’s popular features and products. The comprehensive research consisted of understanding app trends, competitor positioning, keyword ranking performance, seasonality, A/B Testing, and overall messaging.

Applying DATACUBE’s data and Gummicube’s unique approach to ASO, a significant Conversion Rate increase was achieved. This increase resulted in a performance increase across all channels.

ASO Case Study #3 “iSharing” mobile game app

iSharingSort app is built for relatives to share their location in real time and communicate. With easy tracking and message alerts, the app is perfect to share your whereabouts with your loved ones.

iSharing app App Store listing screenshot

The challenge that AppTweak’s ASO company team was hired to tackle was to help the app to reach Top100 apps in the Social Networking category on the App Store.

By updating the app’s keywords’ set with a pace once every 2-3 weeks, the AppTweak’s team managed to increase the iSharing app’s ranking by 20%. The spending increase on the app’s Search Ads campaign, allowed it to be elevated the app even higher by search terms it was already in the Top 5 by the time the ASO campaign was launched. AppTweak’s team kept their tabs on the app’s Conversion Rate, using the combination of the App Store Connect console and AppTweak’s Conversion Benchmark tool.

Within two months, applied ASO techniques allowed the iSharing app to jump in the Social Networking category rating from being ranged from #160 to #92.

ASO Case Study #4 “Himalaya” mobile game app

Himalaya is an inspirational content app that features short audio courses and motivational stories. New stories are added to the app on a weekly basis.

Himalaya: Stories and Courses app listing screenshot

Source: Apple

A goal that was set for PickASO ASO company was to increase the number of downloads for the app. The team aimed to increase the app’s ranking in the US for low and mid-traffic keywords (due to high competition for high-traffic ones) and high-traffic ones in Taiwan (the other market where the app was operating and the level of competition was significantly lower).

By the time PickASO’s team began the app’s ASO campaign, its title and short description were already well optimized and hence the team focused on its long description. An ASO Keyword research was conducted to identify the most relevant keywords with mid and high-traffic potential. Once the list of keywords was defined, the app was optimized for both App Store and Google Play store, using proper techniques for each.

In the case of the App Store, all keywords that the team was aiming to position the app within the Top 5, were included in the app’s name to take advantage of the app’s most relevant piece of metadata. The app’s subtitle was also expanded to include a high-traffic keyword, claiming almost all character-wise space available.

Because of, back then, recently introduced Google policy for an Android app’s title that got reduced its length from 50 to 30 symbols, the PickASO team decided to take full advantage of the remaining symbols. The app’s title was optimized around the most relevant keyword. Keeping in mind that Google Play’s ranking algorithm values how many times keywords are included in a description (but within certain limits), the same keywords were added in the short description as well.

As a result of all applied changes, the following results were achieved.

• Top 2 in the category “Books” App Store Taiwan
• Top 1 in the “Books” category on Google Play Taiwan
• +58% search downloads on App Store Taiwan
• +47% search downloads on Google Play United States
• +164% Top 1 keywords for which Himalaya ranks organically in App Store
• +233% keywords in the Top 1 for which Himalaya ranks organically in Google Play

ASO Case Study #5 “Darby Smart” mobile app

Darby Smart app is the video platform for “How to” videos with more than 60 million viewers on a monthly basis. The platform has over 7,500 creators that shoot videos that cover a wide spectrum of hobbies.

Darby Smart app screenshot

To increase the app’s changes to be preferred to competitive apps and hence improve its Conversion Rate, the SplitMetrics team decided to change the app’s icon.

To identify a better version of the icon, first, a number of additional icons were designed, and then during an A/B testing campaign different concepts for the icon were tested.

As a result of the A/B testing, it turned out the simple look icon performed the best, driving a 10% increase in conversion.

ASO Case Study #6 “Headspace” mobile app

Headspace is one of the leading apps for meditation and relaxation.

Headspace app App Store listing screenshot

By the time the Headspace team approached the Phiture app growth agency, it already had 6 million users and the challenge put on the table was to become the leading meditation and mindfulness app in the world by applying various app marketing techniques, including App Store Optimization.

The ASO campaign was split into 2 phases – planning to perform the app’s ASO audit and execution. During the first phase, the team performed the app’s audit and commissioned a report on its current positioning on the App Store and Google Play. Actioning on the results of the audit, the Phiture team launched a 6-month campaign of ASO experiments using their systematic frameworks. Those experiments included on-going keyword optimization and professional localization of the app to beat the competition in niche markets.

Implemented ASO campaign secured a 40% increase in visibility, 18% increase in installs via search, 8% increase in the Click-View-Rate of local store listings, and 40% more installs via search in key, non-English markets.

List of Best ASO Tools and Agencies

ASO Case Study #7 “StoryShots” mobile app

The StoryShots app creates summaries of books in text, audio, or video format to learn or review the key takeaways of bestselling nonfiction books in minutes; instead of hours or never.

StoryShots app App Store listing screenshot

The challenge that the MobileAction team faced was to help the company behind the StoryShots app to increase the number of downloads so they in turn could help new authors get more exposure. The App Store Optimization was chosen by the client specifically because of the lack of a marketing budget, while ASO is the most cost-effective way to drive native traffic for a mobile app.

MobileAction ASO Intelligence tool was used to identify keywords that were driving the traffic in each specific market.

Using the ASO Intelligence tool from the MobileAction StoryShots team could drive tens of thousands of users in just a couple of months. The tool was instrumental in conducting keyword research, and title optimization, as well as with the app’s localization in 30 new markets.

Final Thoughts

App Store Optimization is a time-proven app marketing technique to drive native traffic for both iOS and Android apps. It requires both a skillful team of ASO professionals and App Store Optimization tools to make informed decisions for what keywords to optimize the app and conduct A/B testing to check various combinations of the app’s marketing copy attributes such as title, subtitle, description, screenshots and more. We hope the listed app store optimization examples will be helpful for marketing your mobile apps.

• Ad Creatives , ASO

Case Study: Achieving 66% growth through App Store Optimization

This is an in-depth case study by Jiri Chochlik, an ASO Expert at AppAgent

Good mobile marketing managers are relentlessly looking for new ways to improve their user acquisition efforts. They spend time finding the best strategies to follow , hoping that they will give them an advantage over the competition. If you’re a big publisher or an indie developer, ASO is an essential strategy that you can use to grow your app business.

In this case study, we will give you an in-depth insight into the steps we took to achieve a 66% growth in organic downloads for Kiwi.com . We hope it will offer some useful app store optimization strategies that can use for your own app.

In this case study you will learn:

• How we defined opportunities for growth through ASO.
• What our ASO strategy for Kiwi.com looked like.
• Our keyword optimization process for US and non-US countries.
• Which assets have been tested and how we achieved an incredible 82% increase in the conversion rate from over 30 experiments.

ABOUT KIWI.COM

Kiwi.com is one of the five biggest online sellers of airline tickets in Europe, and the fastest-growing startup in the CEE region, according to Deloitte Technology Fast 50. The company’s turnover increases massively every year, reaching an impressive €700 million in 2017. Kiwi.com currently employs over 1,500 people and operates in nine countries across the world.

AppAgent acted as the full-service mobile marketing team for Kiwi.com for nearly two years. We’ve built up an incredible relationship with the business and the brand during this time. It’s a powerful partnership that’s delivering results.

IDENTIFYING GROWTH OPPORTUNITIES

When we first assessed Kiwi’s app store presence, we found some common issues with both keywords and store conversions:

• Keywords weren’t properly structured, and they were frequently placed in the inappropriate field (title, subtitle, keywords).
• Many keywords were not generating decent traffic.
• In major non-US countries, keywords had been just simply translated without considering—and properly researching—local search queries.

Store conversion

• There had been very few A/B tests and store experiments in the past.
• Screenshot design was rather “dull”, did not stand out in the search results, and was due for an immediate update.

At a strategic level, while Kiwi.com offers flight tickets to travelers around the globe, its focus was mainly on the US store. This meant that they were missing key opportunities in foreign markets including France, Japan, Spain and the UK.

THE ASO STRATEGY

ASO consists of two distinct, but interconnected, areas: conversion rate optimization of the store listing and keyword optimization.

In order for us to have a solid understanding of the landscape, the first step we took was to perform an in-depth analysis of Kiwi.com’s competitors. We needed to understand how they present their services; their visual and language style; whether they use video or not; and their store listing experiments. All of these would need to be considered when we created the strategy, and calculated potential rankings for Kiwi.com.

In order to identify the countries where additional investment into ASO could be profitable, our data analyst prepared a list of top markets using available sales and market data. To narrow down the list of countries we looked primarily at three metrics: the average revenue per user; top-10 countries in terms of revenue; and market size (downloads potential etc.)

Being “on brand”, while keeping sufficient space for experimentation, is a never-ending challenge for any big brand. There are always keywords that could work well volume-wise in the title/subtitle, but which fall foul of the brand guidelines. To ensure we were always on point, Kiwi’s Head of Mobile Karel Soucek was always engaged in our discussions, giving his view on our messaging.

The whole optimization process was split into two phases: 1. ASO for the US market both on GP and iOS (including keyword optimization + store listing). 2. Localization for the most attractive non-US countries.

1. KEYWORD OPTIMIZATION IN THE US MARKET

A) identifying competitors and kiwi positioning.

In order to understand the possibility of achieving a high ranking (within the top 10) we first needed to assess Kiwi’s place in the travel category, as well as identifying the best apps in this niche.

The ranking potential is strongly dependent on aspects like reach, brand strength, visibility, number of reviews, etc. As the travel category is a very competitive one, we knew that Kiwi.com wouldn’t be able to outrank the best apps like Skyscanner or Kayak for the most searched-for keywords (those with Top 10 rankings).

Our strategy was to look for less competitive keywords with less traffic but the much higher probability for Kiwi to rank in the top 10–and ideally in the top three–as that’s where most installs happen.

B) Keyword research

The travel category, and especially its niche–offering cheap flight tickets–is tricky as users are more likely to search directly for well-known brands rather than for generic phrases like “flight tickets”.

However, our assumption was that there is also a considerable number of users who are not familiar with big brands. I personally confirmed this hypothesis by simply searching and recording how many brands within this category were unknown to me.

This diagram explains the whole keyword optimization process:

Simply put, we:

• Start with in-depth research to create a long list of possible keywords that are relevant, have decent traffic, and assess if the app already ranks for them.
• Evaluate our chances of reaching a top-10 or higher position based on the level of competition.
• Select the final keywords set(s).
• Submit the new keyword set.
• Measure, iterate, measure…

Note: We always check all of the keywords that we select manually by using multiple techniques and tools; we know that we cannot rely on any single tool for this crucial part of the process.

2. KEYWORDS OPTIMIZATION IN NON-US MARKETS

The level of localization ranged from simple keyword translation to a full localization of the store listing, including screenshots.

For keyword research in the most important countries, we utilized our network of native speakers including experts in Germany, France, the UK, Spain, China, and Japan. For the rest of the world, we did just simple translations, as the ratio of time investment and growth opportunity didn’t justify a more complex approach.

Instead of including more countries on iOS, we expanded localizations to Google Play. Another hard learning point was the accuracy of translations. After finding a few mistakes using paid online translation services, we decided to hire at least two translators per country to double-check the final keyword sets.

Checking typos or spotting nonsensical words is impossible without a local knowledge of the language. We wanted to absolutely nullify the chance for any grammar errors on Kiwi.com’s store page and therefore invested in building a network of verified translators who were also trained in keyword research.

In the end, when we examined the results, an interesting difference between iOS and Google Play appeared. On iOS, we saw a great uplift across all metrics. However, ASO on Google Play had been much tougher to implement and we didn’t see such big growth – even though Kiwi ranked #1 for one of the main keywords “flight tickets” for some time. (While not as successful, we still consider a 31% increase in app downloads within the first year as a great result.)

We also saw that keyword rankings were moving up and down all the time. You can see how dramatic these rises and falls are below in the Google Play Store through this “ visibility score ” diagram generated by AppTweak :

Key takeaways

• Don’t split your forces – Find out the platform on which your app performs better in terms of revenue and downloads, and focus on it when you start with ASO.
• Don’t go head against the wall – Keep in mind that the competition in US App Stores is the fiercest and that shifting your focus to other territories can bring quick wins. It’s important to learn what the best performing countries are and assess whether localization would be effective there.
• No shortcuts – If you want to see real benefits in keyword optimization, you need to invest in in-depth keyword research, ideally using locals who can brainstorm the most frequently used search queries and typical phrases.

It’s important to note that downloads also increased as a result of the conversion optimization work we complete, as you will see in the next section.

CONVERSION OPTIMIZATION

1. store listing analysis and how to stand out.

Have you ever asked yourself whether it’s better to start with keywords or conversion rate optimization? So did we…

Our thought process was as follows: If Kiwi.com doesn’t rank well, then the rankings need to be improved first so we can learn about the true performance of the default store listing.

That performance then served as a baseline for our experiments with store assets. It’s crucial to run just one test at a time because doing so allows you to evaluate it properly. That’s the reason we stopped iterating on different keyword sets once listing experiments were running, and vice-versa.

We completed a large number of tests on both iOS and GP. This diagram demonstrates how the process works. Below we discuss the most interesting findings.

a) iOS11 early adoption

In the beginning, Kiwi.com’s screenshots looked generic, which resulted in a low conversion rate. At that time, with the release of iOS11 fast approaching, we knew that having landscape screenshots in search results offered us an opportunity to capture the attention of visitors. The goal was to take advantage of the new features of iOS11 and create something a bit different that would stand out from the crowd.

b) Testimonials

Another experiment we came up with was the idea of using some of the great testimonials the app had received from trustworthy outlets. Kiwi.com has had positive reviews from across the world, including publications like the New York Times. Once we checked screenshots of our competitors and saw that no one else was leveraging such social proof, we decided to give it a try.

We saw an incredible 30% increase , even after such a minor change.

c) Preview video

This feedback encouraged us to experiment more; this time with an app preview video that was auto-played in iOS11.

The problem was that we wanted to show the New York Times testimonial in the search results as well as the new preview video at the same time. Therefore, we created new versions of the screenshots in portrait orientation while keeping the same colors. We also included additional testimonials, including one from Business Insider, that would address frequent business travelers.

This experiment resulted in an additional 29% increase in conversions.

d) Further tests and learnings

We focused extra attention on the localization of screenshots as well. This time, besides just translating the dominant one-liners, we also decided to fully localize the app’s contents as they were visible on-screen; also showing regional airlines and relevant currencies.

One of our experiments in France and Japan also included culturalization, where we attempted to tailor the listing to local preferences. It was a great idea, but the results were inconclusive, so we didn’t consider it worth pursuing further.

Key Takeaways

• Dwell on details – Even a seemingly minor change like using a testimonial from a trustworthy outlet can have a big impact on conversion rate.
• Think outside of the box – Many apps are just following the store listing of others which creates something like a loop and results in all of them looking very similar. This can be a great opportunity for you to create something that will stand out.
• Don’t stop – If some of your experiments have little impact on performance, you didn’t fail, you just found what doesn’t work. Keep generating new ideas and don’t be scared to test. Sometimes they will work, sometimes they won’t.
• Take your time   – Our experience suggests that you need to run a decent amount of experiments to find out what works best for your app. Factor this into your plans.

REVIVING ROYALTY

A CLASH ROYALE ASO CASE STUDY

Discover how AppAgent elevated Clash Royale’s app store presence by incorporating captivating RPG-themed creatives.

To Summarize

• The potential impact of App Store Optimization strongly depends on the niche you are in , if it has an active user base or not, if users are actually searching for apps like yours, and the level of competition.
• Being aware of the quality of your app is crucial – ASO is influenced by reviews, ratings, and other in-app factors!
• Keep in mind that ASO is not just about keywords and screenshots – it’s about optimizing everything. You need to improve the user journey between the store listing visit and a successful app install. If you have a game, look at your APK/IPA size to increase the download rate. When you start with a new product, include keywords in the bundle ID and in the Play Store. There are many small wins that compound if you take your time with them.
• ASO is a great strategy for both big and small publishers . Some apps can leverage it more and some less, but for many, it’s a great strategy for attracting the most relevant users.
• Even when you stop actively doing ASO, you will still benefit from free downloads which can last for months or years. It’s a great advantage when compared to paid campaigns.

We would like to thank Kiwi.com for giving us such a free hand to test different strategies and grow their business. Because testing is what ASO is about!

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Case Studies on App Sales: Boost Your Revenue with Real-Life Examples

As someone who has worked in the mobile app industry for several years, I have seen firsthand the importance of app sales for the success of any app. I'm here today to share with you some of the secrets that I've seen worked for many app developers I've worked with.

In today's highly competitive app market, it is crucial for developers to understand what drives app sales and how to optimize their app's performance in order to achieve maximum revenue.

One way to gain insight into app sales is through case studies. By examining the strategies and tactics used by successful apps, developers can learn valuable lessons and apply them to their own apps. Case studies can provide valuable information on everything from pricing strategies to marketing techniques, and can help developers make informed decisions about how to position their apps in the marketplace.

In this article, I will explore several case studies on app sales and share insights into what makes these apps successful. We will examine factors such as app design, user engagement, and pricing strategies, and discuss how these elements can impact app sales. Whether you are a seasoned app developer or just starting out, this article will provide valuable insights into the world of app sales and help you optimize your app's performance in the marketplace.

Understanding the App Market

As an app developer, it is important for you to understand the dynamics of the app market. This includes knowing the key players and platforms that dominate the market. In this section, I will discuss the App Store dynamics and the key players and platforms in the app market.

App Store Dynamics

The App Store is a digital distribution platform for mobile apps on iOS devices. It is owned and operated by Apple Inc. The App Store is the second-largest app store in the world, with over 2 million apps available for download. As an app developer, it is important to understand the App Store dynamics to ensure that your app is visible and easily discoverable.

One of the most important factors in App Store dynamics is the app's ranking. The App Store uses a complex algorithm to determine the ranking of apps. The algorithm takes into account factors such as the number of downloads, ratings, reviews, and user engagement. As an app developer, it is important to optimize your app's ranking to increase visibility and downloads.

Key Players and Platforms

The app market is dominated by two key players: Apple's App Store and Google Play Store. Apple's App Store is exclusive to iOS devices, while Google Play Store is available on Android devices. These two platforms account for the majority of app downloads worldwide.

As an app developer, it is important to understand the differences between these two platforms. Apple's App Store is known for its strict guidelines and rigorous review process, which ensures that only high-quality apps are available for download. On the other hand, Google Play Store has a more open approach, which makes it easier for developers to publish their apps. However, this also means that there are more low-quality apps available on the platform.

In addition to these two key players, there are also other platforms that are worth considering, such as Amazon Appstore and Microsoft Store. These platforms may have a smaller user base, but they also have less competition, which can make it easier for your app to stand out.

In conclusion, understanding the dynamics of the app market is essential for app developers who want to succeed. By understanding the key players and platforms, developers can optimize their app's visibility and increase their chances of success.

Developing a Successful App

As someone who has worked with many app developers and saw how they've launched several successful apps, I can say that I know that the process of creating a new app can be both exciting and daunting. I've heard many stories of them being scared to dip in deep waters for the first time. However, with careful planning and execution, it is possible to build an app that is not only useful but also profitable. In this section, I will share some tips and insights on how to develop a successful app.

Conceptualizing the App Idea

The first step in developing a successful app is to come up with a great idea. The idea should be unique, useful, and ideally, solve a problem that people are facing. To come up with a good app idea, I recommend brainstorming with friends, family, or colleagues. Ask them for feedback and suggestions if you must. You can also research the app market to see what is currently popular and identify gaps that you can fill with your app.

Once you have a solid app idea, it is crucial to validate it by conducting market research. This will help you determine if there is a demand for your app and if it is feasible to build. You can use online tools to conduct surveys, analyze competitors, and gather data on user behavior. This information will help you refine your app idea and make it more compelling.

Design and Development Process

The next step I've seen people do when it comes to creating a successful app is to design and develop it. This process involves several steps, including wireframing, prototyping, and testing. The goal of the design process is to create an app that is visually appealing, user-friendly, and intuitive.

During the development process, it is important to choose the right technology stack and development tools. This will help you build a robust and scalable app that can handle a large user base. You should also consider factors such as security, performance, and compatibility with different devices and platforms.

Once your app is developed, it is time to launch it in the app store. To ensure that your app gets noticed, you should optimize its listing with relevant keywords, a compelling description, and high-quality screenshots. You should also consider running ads or partnering with influencers to promote your app.

In conclusion, developing a successful app requires careful planning, execution, and marketing. You shouldn't rush into putting an app out in the market because you want it to succeed. By following these tips and insights, you can build an app that is not only useful but also profitable.

Launching and Marketing Your App

When it comes to launching and marketing your app, there are a few key strategies to keep in mind. By optimizing your app store listing and implementing effective marketing strategies, you can increase your app's visibility and drive more downloads.

App Store Optimization

App store optimization (ASO) is the process of optimizing your app store listing to improve its visibility and ranking in app store search results. To optimize your app store listing, you should focus on the following elements:

• App title: Choose a descriptive and memorable app title that accurately reflects your app's purpose and functionality.
• App icon: Create an eye-catching and recognizable app icon that stands out in the app store.
• App description: Write a clear and concise app description that highlights your app's key features and benefits.
• Keywords: Include relevant keywords in your app title and description to improve your app's visibility in search results.
• Screenshots and videos: Use high-quality screenshots and videos to showcase your app's user interface and functionality.

By optimizing these elements, you can improve your app's visibility and attract more potential users to your app store listing.

Effective Marketing Strategies

In addition to ASO, there are a variety of effective marketing strategies you can use to promote your app and drive downloads. Some of the most popular app marketing strategies include:

• Social media marketing: Use social media platforms like Facebook, Twitter, and Instagram to promote your app and engage with potential users.
• Influencer marketing: Partner with influencers in your app's niche to promote your app to their followers.
• App store advertising: Use paid app store advertising to increase your app's visibility and drive downloads.
• Content marketing: Create high-quality content like blog posts, videos, and infographics to promote your app and attract potential users.
• Referral marketing: Encourage your existing users to refer their friends and family to your app through referral programs and incentives.

By implementing these marketing strategies, you can increase your app's visibility and attract more potential users to your app store listing. Working with an app marketing agency can also help you develop and implement a comprehensive app marketing strategy that meets your specific needs and goals.

Case Studies: App Marketing Campaigns

As an app broker, I have seen many success stories in the world of app marketing. In this section, I will share with you some of the most notable app marketing campaigns that I have come across.

5 Notable App Marketing Successes

1. pokémon go.

Pokémon Go was a game that took the world by storm in 2016. The game was launched with a unique marketing strategy that involved using augmented reality to bring the game to life. The game was also marketed through social media channels, which helped it to gain a lot of traction.

2. Candy Crush

Candy Crush is a popular game that has been downloaded over a billion times. The game was marketed through social media channels, which helped it to gain a lot of traction. The game was also marketed through in-game advertising, which helped to increase its revenue.

3. Instagram

Instagram is a social media platform that has become incredibly popular. The app was marketed through social media channels, which helped it to gain a lot of traction. The app was also marketed through influencers, which helped to increase its user base.

Uber is a popular app that has revolutionized the way we travel. The app was marketed through social media channels, which helped it to gain a lot of traction. The app was also marketed through referral programs, which helped to increase its user base.

Airbnb is a popular app that has revolutionized the way we travel. The app was marketed through social media channels, which helped it to gain a lot of traction. The app was also marketed through referral programs, which helped to increase its user base.

Analyzing Marketing Techniques

When it comes to app marketing, there are a few techniques that have proven to be very effective. These include:

• Social media marketing
• Influencer marketing
• Referral programs
• In-game advertising

By using these techniques, app marketers can create successful campaigns that help to increase their app's popularity and revenue.

In conclusion, app marketing is an essential part of the app development process. By using effective marketing techniques, app marketers can create successful campaigns that help to increase their app's popularity and revenue.

User Acquisition and Retention

Strategies for attracting new users.

As I've worked with many app developers, I have found that user acquisition is a critical component of app sales for many of them. One of the most effective strategies for attracting new users is to optimize app store presence. This includes creating an engaging app description, using high-quality screenshots, and optimizing keywords for search. Additionally, social media marketing and influencer partnerships can help increase app visibility and attract new users.

Another effective strategy is to offer promotions and discounts to new users. This can include free trials or discounted pricing for a limited time. By offering these incentives, users are more likely to download and install the app, which can lead to increased user acquisition.

Keeping Users Engaged

Once a user has downloaded and installed the app, the next challenge is to keep them engaged. One effective strategy is to provide a personalized experience for each user. This can include personalized recommendations, personalized notifications, and customized content.

Another strategy is to provide regular updates and improvements to the app. This can include bug fixes, new features, and improved user experience. By providing regular updates, users are more likely to continue using the app and become active users.

Finally, providing excellent customer support can help retain users. By responding promptly to user inquiries and addressing user issues, users are more likely to continue using the app and become daily active users.

Conversion Metrics and Optimization

I know that the ultimate goal of any app is to generate revenue, and that's where conversion metrics come in. By measuring the conversion rate, we can evaluate the effectiveness of our marketing strategies and optimize our app to drive more sales.

Understanding Conversion Rate

Conversion rate is the percentage of users who take a desired action, such as making a purchase or subscribing to a service. By monitoring this metric, we can identify areas where users are dropping off and take steps to improve the user experience.

One way to improve conversion rate is to optimize the app's landing page. This can be achieved by using clear and concise messaging, highlighting the app's unique features, and minimizing distractions. Additionally, A/B testing can be used to determine which design elements are most effective at driving conversions.

Keyword and Content Optimization

Keyword optimization is another important factor in driving app sales. By identifying and targeting the right keywords, we can improve our app's visibility in the app store and attract more potential users.

To optimize keywords, we can conduct research on popular search terms related to our app's category and features. This can be done using tools such as Google AdWords or App Annie. Once we have identified relevant keywords, we can incorporate them into our app's title, description, and metadata.

Content optimization is also crucial in driving conversions. By providing high-quality content, we can increase user engagement and encourage users to make a purchase. This can include features such as in-app tutorials, user reviews, and social proof.

In conclusion, optimizing conversion metrics is essential for driving app sales. By understanding conversion rate and optimizing keywords and content, we can improve the user experience and drive organic growth.

Monetization Strategies for Apps

As an app developer, you should understand the importance of monetizing your app to generate revenue. There are various monetization strategies that you can use to make money from your beloved app. In this section, I will discuss two popular strategies: In-App Purchases and Advertising, and Subscription Models and Partnerships.

In-App Purchases and Advertising

One of the most common monetization strategies for apps is through in-app purchases and advertising. In-app purchases allow users to buy additional features or virtual goods within the app. This strategy works well for gaming apps, where users can buy extra lives or power-ups to progress through the game.

On the other hand, advertising is a popular way to monetize apps without charging users. App developers can earn revenue by displaying ads within their app. There are different types of ads, such as banner ads, interstitial ads, and rewarded video ads. App developers can use mobile payment services to collect payments from advertisers.

Subscription Models and Partnerships

Another way to monetize an app is through subscription models and partnerships. Subscription models work well for apps that offer premium content or services. Users pay a recurring fee to access exclusive content or features. This strategy works well for news apps, music streaming apps, and productivity apps.

Partnerships are another way to monetize an app. App developers can partner with other businesses to offer exclusive deals or discounts to their users. For example, a food delivery app can partner with a restaurant to offer a discount to its users.

In conclusion, there are various monetization strategies that app developers can use to generate revenue from their apps. By using a combination of these strategies, app developers can maximize their earnings and provide value to their users.

The Impact of Social Media on App Sales

I have seen firsthand the impact that social media can have on app sales for many app developers I've partnered with. With the right social media marketing strategy, you can capture the attention of potential users and drive downloads. In this section, I will discuss two key ways that social media can impact app sales: leveraging platforms for promotion and user-generated content (UGC) and engagement.

Leveraging Platforms for Promotion

One of the most effective ways to use social media for app promotion is to leverage popular platforms like Facebook. Facebook ads can be targeted to specific demographics, making it easier to reach your target audience. By creating eye-catching ads and targeting the right people, you can increase app downloads and drive sales.

Another way to leverage social media for app promotion is to use influencer marketing. By partnering with influencers who have a large following on social media, you can reach a wider audience and increase app downloads. Influencers can create content that showcases your app and encourages their followers to download it.

User-Generated Content and Engagement

User-generated content (UGC) is another powerful tool for app promotion on social media. UGC refers to content that is created by users, such as reviews, photos, and videos. By encouraging users to create and share UGC, you can increase engagement with your app and drive downloads.

One way to encourage UGC is to create social media contests. For example, you could ask users to share photos or videos of themselves using your app, with the best entry winning a prize. This can generate a lot of buzz around your app and increase downloads.

Another way to encourage UGC is to create a community around your app on social media. By engaging with users and creating a sense of community, you can foster loyalty and encourage users to share their experiences with others.

In conclusion, social media can have a significant impact on app sales when used effectively. By leveraging platforms for promotion and encouraging UGC and engagement, you can increase app downloads and drive sales.

Adapting to Market Trends and Changes

Being in the app and game industry for years, I have learned that staying ahead of market trends and changes is crucial to the success of any app. In this section, I will discuss how adapting to market trends and changes has helped a lot of app developers improve their app sales.

The Role of COVID-19 in App Usage

The COVID-19 pandemic has had a significant impact on app usage. With more people staying at home and relying on their smartphones for entertainment and communication, mobile-first apps have seen a surge in downloads. Many app developers have adapted to this trend by focusing on creating apps that are optimized for mobile devices.

In addition, I have noticed that users are spending more time on social media and messaging apps, which has led a lot of people to also incorporate more social features into their apps. By staying up-to-date on how COVID-19 is affecting app usage, they have been able to make informed decisions about how to improve their apps and increase sales.

Emerging Technologies and User Behavior

As technology continues to evolve, user behavior is changing rapidly. For example, the rise of voice assistants and smart speakers has led to a shift in how people interact with technology. As an app developer, you can try to adapt to these changes by incorporating voice commands and other hands-free features into your apps as well.

I have also noticed that users are becoming increasingly concerned about privacy and security. To address these concerns, make sure you implement robust security measures and make it easy for users to control their data. By staying on top of emerging technologies and user behavior, you will be able to create apps that meet the needs of modern smartphone users.

In conclusion, adapting to market trends and changes is essential for any app developer looking to improve sales. By staying up-to-date on emerging technologies, user behavior, and the impact of COVID-19, you'll be sure to create apps that meet the needs of modern smartphone users and increase sales.

Global Reach: Localizing Your App

It's important for any app developer to understand the importance of reaching relevant users across the world. To achieve that, I have found that localizing an app has been a game-changer for many people. In this section, I will share how localizing an app helped a lot of app developers stand out from the crowd.

Cultural Considerations and Translation

When localizing an app, I realized that cultural considerations and translation are crucial. It's important to ensure that your app is culturally appropriate for the countries you're targeting. This meant that you had to research the cultural norms, values, and beliefs of the countries to ensure that your app wouldn't offend anyone.

Additionally, you can also translate your app into different languages to cater to users who do not speak English. I found that using a professional translation service was beneficial to a lot of app developers as they were able to accurately translate their apps without losing their meaning.

Expanding to New Markets

Expanding to new markets was a daunting task, but it was worth it. I found that by localizing apps, many app and game developers were able to reach a wider audience and increase their app sales. To expand to new markets, they shared that they had to research the countries they were targeting and tailor the app to their needs.

For example, some of them added features that were specific to the countries they were targeting. This helped them stand out from the crowd and attract more users.

In conclusion, localizing your app is essential if you want to reach relevant users across the world. By considering cultural norms and values, translating your app, and tailoring it to specific countries, you can increase your app sales and stand out from the crowd.

Analyzing and Improving App Performance

As an app developer, you should understand the importance of analyzing and improving app performance. It is essential to track app metrics to understand how the app is performing and identify areas for improvement. In this section, I will discuss two methods that can help improve app performance: in-depth analysis of app metrics and iterative design and feature updates.

In-Depth Analysis of App Metrics

To improve app performance, it is crucial to analyze app metrics regularly. It helps to identify trends, understand user behavior, and make data-driven decisions. Some of the essential app metrics to track include app growth, app marketing channels, number of downloads, and downloads within the first few days.

One way to analyze app metrics is by using a tool like Google Analytics. It provides valuable insights into user behavior, such as how long users spend on the app, what features they use the most, and where they drop off. By analyzing these metrics, you can identify areas for improvement and make changes to the app accordingly.

Iterative Design and Feature Updates

Iterative design and feature updates are essential to improving app performance. It involves making small changes to the app and testing them to see if they improve user engagement and retention. By making iterative changes, you'll be able to identify what works and what doesn't work, and make informed decisions about future updates.

One way to approach iterative design is by using A/B testing. It involves creating two versions of the same feature and testing them with different users to see which one performs better. By doing this, you can identify which version of the feature is more engaging and user-friendly and make changes accordingly.

In conclusion, analyzing app metrics and making iterative design and feature updates are essential to improving app performance. By regularly tracking app metrics and making small changes to the app, you can identify areas for improvement and make data-driven decisions about future updates.

How do I boost my app sales in the app market?

Boosting your app sales in the competitive app market is a multifaceted endeavor. Start with a robust app marketing strategy that encompasses both app store optimization (ASO) and a solid digital marketing plan. Focus on keyword optimization in your store listing to improve visibility, and invest in social media marketing to build awareness. Also, consider working with a mobile marketing agency or app marketing agency that can help you fine-tune your strategies and implement effective marketing techniques .

Why are case studies important for app marketing?

Case studies , especially app marketing case studies , play a crucial role in app promotion . They provide real-life examples of successful strategies, helping you understand what might work for your mobile app . Marketing case studies can also offer valuable insights into user behavior and preferences, helping you tailor your app marketing campaigns more effectively. Plus, they are great tools for convincing stakeholders of the effectiveness of a proposed strategy.

What role does app store optimization play in boosting app sales?

App store optimization (ASO) is vital for increasing your mobile app ’s visibility in the App Store and Google Play Store . By optimizing your app’s store listing through strategic keyword placements and compelling visuals, you can improve your app’s download rate. Focus on key elements such as your app title, description, and screenshots. Remember, higher visibility leads to more downloads , which can significantly boost your app sales.

How can I use social media marketing to increase user acquisition for my app?

Social media marketing is an effective tool for increasing your app’s user acquisition . Create engaging content that highlights your app’s unique features and encourages users to download and install the app . Leverage various platforms like Instagram, Twitter, and Facebook, and consider using targeted ads to reach potential app users . Engaging with your audience and responding to their queries can also boost your app's reputation and encourage more installs.

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Case Study: How Savana's viral Re. 1 campaign pushed its app store rankings

Savana’s #savanalimitless campaign offered products for just re. 1 for 30 minutes daily, with all proceeds supporting educational programs through teach for india. here's a case study on it..

Fashion platform Savana, with its latest initiative, the #SavanaLimitless campaign, combined retail and social responsibility. Aiming to support the education of under-resourced children in India, Savana introduced a strategy, offering its products for just Rs 1 for a brief 30-minute window each day. Partnering with Teach for India, this initiative redirected all proceeds towards educational programs.

Here's a case study on how it was done. 

Category Introduction

The women's fashion industry in India is undergoing a dynamic transformation, with a market size estimated at $20-22 billion in 2024 (source: Technavio , Statista ). This market is poised to grow at a compound annual growth rate (CAGR) of approximately 9-10% in the coming years (source: McKinsey & Company , IBEF ), and by 2028, it is projected to reach around $30-35 billion, fueled by increasing consumer spending (source: Euromonitor International , Nielsen India ).

The shift towards online shopping has gained significant momentum, particularly in the post-pandemic era, with about 35-40% of women's fashion sales now occurring online (source: Forrester Research , BCG , RedSeer Consulting ). Millennials and Gen Z, aged between 18 and 35, are leading the charge, driving demand for fashionable and affordable apparel (source: KPMG India , Influencer.in ).

Brand Introduction

Savana is a fashion platform headquartered in London. Savana leverages innovative design, responsible practices, and an understanding of contemporary fashion to meet the needs of a diverse and discerning audience. 

In an initiative to give back to its community & support the education of under-resourced children, Savana launched a campaign that celebrated the spirit of giving back #SavanaLimitless. For 30 minutes every day, Savana's products were made available at just Rs 1, with all proceeds channelled directly towards educational programs in partnership with Teach for India. Each rupee spent had a significant impact, despite its monetary value, propelling their motto of #OneRupeeOneImpact.

Throughout the campaign, Savana engaged its audience through a series of social media posts, highlighting stories of children whose lives could be changed through education. The brand also collaborated with influential personalities like Uorfi Javed, Dharna Durga & Anushka Sen along with its community of creators to spread the message and encourage participation in this noble cause. The campaign spread through social media inviting organic reach & set a social media trend as well. Through this initiative, Savana not only offered value to its customers but also made a lasting impact on the future of countless children, demonstrating that even the smallest contribution can make a significant difference in someone's life.

The objective was to create brand awareness & high organic engagement via truly limitless campaign by giving back- to customers & the society as a whole. By turning everyday shopping into a force for social good, the campaign propelled Savana's motto of positively contributing towards society and sought to show how small, intentional contributions can create meaningful change and transform lives through education. Hence the campaign hashtag, #OneRupeeOneImpact. 

The brief for the team was to create a truly limitless campaign that struck the cord with customers and amplified the brand's efforts towards making a positive difference towards the education of under-resourced children in India within 48 hours, with the support of their entire community of 1000+ creators by turning shopping into a powerful act of giving. 

Creative Idea 

In a world where a single rupee often seems insignificant, Savana saw an opportunity to transform its value into something profound. The Limitless campaign leveraged the idea that while Rs 1 may not buy much today, it can spark a significant impact. By pricing products at just Rs 1 for a limited time each day, Savana turned this small coin into a powerful symbol of change. 

With the hashtag #OneRupeeOneImpact, the campaign invited customers to see their purchases in a new light. It wasn’t just about an unbeatable deal; it was about connecting each transaction to a greater purpose. The joy of shopping became intertwined with the satisfaction of knowing that every rupee spent was contributing to the education of underprivileged children. Savana aimed to give back to its customers & make each purchase a step towards creating lasting change.

Execution  

The entire team at Savana executed this campaign within 48 hours with the help of its close-knit community of over 1000+ creators.  A 30-minute daily window was implemented where all products were priced at just Rs. 1. This time-sensitive offer created excitement and drove high engagement during the promotional period. 

To enhance the campaign’s reach and impact, Savana strategically collaborated with both micro and macro influencers with creators like Dharna Durga, Uorfi Javed & many others at the forefront.

The brand also tapped into its dynamic community of over 1,000+  influencers. 

View this post on Instagram A post shared by Dharna Durga (@dharnaaaaa)

View this post on Instagram A post shared by Uorfi (@urf7i)

View this post on Instagram A post shared by Nancy Tyagi (@nancytyagi___)

View this post on Instagram A post shared by Pratibha Girdhar (@thepratibhagirdhar)

The campaign inspired a wave of organic content, with participants creating enthusiastic reels to showcase their excitement. Groups of people, with multiple phones in hand, came together to film and share their experiences, blending the brand seamlessly into their creative content. The immense enthusiasm starting at the grassroots level itself further amplified the campaign's reach and engagement.

View this post on Instagram A post shared by 𝗞𝗵𝘂𝘀𝗵𝗶𝗶 | 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗖𝗿𝗲𝗮𝘁𝗼𝗿 💌 (@_khushi.kakkar_)

View this post on Instagram A post shared by 𝗦𝗵𝗶𝘃𝗮𝗻𝗶 𝗦𝗶𝗻𝗴𝗵 (@watchw0rld.wme)

View this post on Instagram A post shared by Deepali • Dance • UGC creator (@ddthisside)

On the second day, the unprecedented traffic caused the servers to crash. To ensure that everyone had a fair opportunity to participate, Savana extended the shopping window for 2 hours, allowing users to shop in intervals. 

View this post on Instagram A post shared by Savana (@savana)

For maximizing access and onboarding new consumers, the campaign limited purchases to one product per user. This approach ensured that more people could take advantage of the offer and facilitated broader distribution.

The campaign sparked nationwide excitement, with people waiting for the daily 30-minute window to buy products for just Rs. 1. This anticipation led to over 50 million views, 1.67 million Instagram likes, and more than 1 million app downloads, briefly crashing both the Savana app and the payment gateway. Within just three months of launching in India, the Savana app soared to the top spot on the App Store and seventh on the Play Store.

The success wasn’t solely due to strategic promotion; it was driven by a wave of organic reach. Thrilled participants flooded social media with stories and reels, sharing the adrenaline rush of snagging their favourite items. A viral trend emerged when one customer, after placing her order, called herself "God's Favorite," inspiring others to share their own experiences. Capitalizing on this trend, Savana has now introduced a "God's Favorite" t-shirt, further extending the campaign's impact.

This buzz not only engaged a wide audience but also led to INR 1 million being donated to Teach for India, showcasing the powerful impact of collective effort.

Rahul Dayama , Partner at Savana said, "What started as an effort to give back to our community- both the people who support us & those who need our support, became a widespread phenomenon on social media attracting incredible enthusiasm beyond our expectations. We were truly blown away by the response—so much so that those who managed to grab the deal started being called ‘God’s favourite.’ It was a wild ride for us, too, with traffic on our app soaring tenfold daily, even with all the preparations we made. We’re incredibly proud and grateful for the overwhelming support."

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App Store Optimisation: A case study

How Moburst helped Mailwise gain visibility for their mobile app

For the past few years, the stock of mobile apps has been on the rise. As of May 2015, there are more than a million apps available in the leading app stores. To be precise, Google Play offers more than 1.5 million apps to its users, while iTunes follows closely behind with 1.4 million. Since the App Store was launched back in 2008, the number of apps has been rapidly growing, and it seems like that movement won't stop anytime soon. Thousands of apps are submitted for release each month - yet, for every successful app there are many others that fail to make a long-term impact, let alone find their way on the charts. How do apps get traffic and more importantly, downloads?

App Store Optimisation

Similarly to Google's SEO ( Search Engine Optimisation ), where websites optimise their sites to rank higher in SERPs (Search Engine Result Pages), apps have their own method of discovering what works of them - ASO (App Store Optimisation). ASO is the process mobile apps go through in order to boost ratings and significantly, improve their product.

When conducting proper ASO, the objective is to gain more organic users who will discover the app and download it, rather than a paid campaign for clicks and downloads. ASO is similar to SEO of 10 years ago in the sense of being somewhat of a "Wild West" landscape. The rules are not yet set, and there are very few real experts who understand the algorithm. As with the early days of SEO, ASO already has its share of "snake oil salesmen" who offer results for peanuts - buyers better beware. The case study below demonstrates how the mobile marketing company Moburst was able to use proven ASO methods to increase a small startup's downloads from tens to thousands a day.

Case Study: MailWise

The aforementioned startup is MailWise - an Android only free email client app set to provide a solution for multiple email accounts - a necessity for most, but a headache as well. Developed by Israeli company Syntomo, MailWise offers a clutter free threaded conversation view of multiple inboxes. In other words - one app accumulating Gmail, Hotmail, Outlook, Microsoft Exchange and others into one platform. Apps like MailWise need ASO, in order to be searched and discovered by users in the relevant app stores and gain proper traffic, rather than relying on media campaigns that won't necessarily benefit in the long run, or hoping to be found by word of mouth.

ASO: low cost, high return

Like many startups, MailWise is constrained to operate on a tight budget. Unlike apps with a financial backing (or being under the wings of giants like Google, Apple or Microsoft) MailWise faces the tough challenge of attracting the right target audience with high quality users on a budget, as well as considering the high competition in the category. For these purposes, optimisation is required. Hence ASO, the less expensive but more important solution.

Research your keywords

The initial work between Moburst and MailWise started with the same base as an SEO project would have - keyword research.

Moburst used a mixture of leading ASO keyword research tools plus technology they have developed to search for the right keywords that have the potential to bring the most relevant traffic to MailWise. Comparing the app's keywords to its competitors' keywords, as well as viewing the top apps for the keywords one plans to use, also gives a proper insight on the product and how to implement the keywords that will define it. If the product competes with other apps that are highly ranked and rated (based on those keywords), the harder it will be for the app to stand out and succeed. With small apps, especially one like MailWise, it is vital to target keywords with the most traffic and the lowest difficulty levels.

Optimise the visuals

Some important optimisation aspects which have been done are actually design related. The visuals for an app are sometimes (if not mostly) a trigger for instalments - the more it appeals to the user's eyes, the better it increases its chances for virality and downloads.

The initial focus is shifted to the app's icon or logo design. In this case, Moburst worked with MailWise on branding - creating a logo that would be well designed, as well as capturing the essence of the app. The logo of an envelope reflects the app, as the name MailWise was also put under the icon. In addition, the words MailWise were added to the main keywords of the app, something which wasn't done initially. As mentioned previously, there are a limit of words and characters that can put in the title and description. Therefore, it was key to emphasise the design as well as the branding of MailWise. Here is an example of the work that has been done on the app's icon.

Just as a shop, virtual or real life, attracts shoppers by its design or attractiveness, the app lures the user to view it and download at best, or skip to the next app at worst. For this matter, capturing the app's screenshots and testing them will give a better indication on its visibility. Good screenshots will attract users and convert to download - the ones that work best will remain, as the lesser ones will have to change and be tested time and again. The screenshots went through a series of A/B testing (a randomised experiment with two variants), as the visuals were also counted as necessary for the app's success.

Words and pictures aren't the only factors for the app's success or failure - language is also a key element to be taken into consideration. Localising the app to different languages is crucial, in order to succeed in various parts of the globe. Each country and language have their own terminology and slang words, so accustoming the app and realising which keywords are relevant to the affiliated language are also part of the learning process. After the ASO process was set and done, and once the product was ready for beta launch, MailWise and Moburst engaged in hyper targeted user acquisition (UA) and tested hundreds of targeted segments and dozens of creative messages in order to find the most cost effective, high quality users. MailWise wishes to acquire and retain a loyal user base in a highly competitive category of email and productivity apps. Among the app’s key features is built-in support for Outlook ActiveSync, normally used by corporate and enterprise users. That's already a unique advantage, as the app enables features that aren't normally found in standard mailing apps.

An ASO Success Story

Thanks to the ASO process conducted by Moburst, MailWise increased the daily download volume of the app from tens to thousands of downloads a day, as well as lowering their Cost per Install (CPI) over time by 70 percent. The numbers are good, as well as the app's reviews; yet with a market full of mail and exchange apps, maintaining that status and increasing the awareness for mail unification is necessary, as well as ever optimising and improving the app's visibility and virality.

In summary, for propelling an app to new heights, thorough work must be done. When the budget is tight and every dollar and cent are calculated, the product needs to be pitch perfect - app optimisation aids where a high marketing strategy can't prevail, and benefits in the long run, as it's an everlasting process.

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Table of content

The evolving tech landscape will continue to scale and grow in 2024. In 2022, 255 billion mobile apps were downloaded by the users globally. The global revenue is estimated to reach $613 billion by 2025.

If you are planning a mobile app in 2024, this is the right time to invest in one. Moreover, you must implement the current trends and latest technologies to augment your application.

The emerging trends include:

• AI and ML algorithms to build hyper-personalized solutions for better security.
• AR to improve immersive experiences. You can overlay the digital components in the real environment to create extensive experience in shopping and gaming applications.
• Beacon technology can help create real-time and localized deals personalized the user preferences.

It is crucial to identify the exact trends that can make your application thrive and engaging for the users.

Our team has worked on several experiential solutions that have offered exceptional results to the end clients. We have curated a few case studies aligned with the new-age mobile app development landscape.

These mobile app development case studies will help you realize the importance of new technologies in enhancing mobile applications. It will also help build compelling solutions for the end users.

App Case Study 1: How a Client Enhanced Patient Outcomes By Using AI and Predictive Analytics in Healthcare App Development?

Patients with chronic and complex health conditions require regular monitoring. Doctors and caregivers must maintain historical data to analyse the conditions and offer personalised treatment plans.

The Client’s Requirement

The healthcare client wanted a solution to help them maintain data records and acquire insights from them. They also wanted help with customising the treatment plans. Additionally, they wanted to ensure proper and accessible care to the patients.

The Solution We Offered

After brainstorming and discussions with in-house tech experts and business analysts, we suggested AI in healthcare app development .

We built a solution that used AI algorithms and data analytics to collect, clean and analyse the data. This included sensors, medical records and diverse sensors. We created specific algorithms and data analytics programs that could help create actionable insights using the data.

We used data such as diagnosis, treatment, medication, lifestyle and preferences to offer personalised plans. Moreover, the algorithms also automated the communication and collaboration of the caregivers with family.

The caregivers could make more informed decisions and provide accurate solutions with the data.

The Impact It Created

• The healthcare system became efficient owing to inherent automation and reduced workload.
• With timely and accurate diagnosis and personalised treatment plans, the application managed to enhance patient outcomes.
• Smart allocation of resources, which led to better management and effective care.
• The caregivers could identify the patients at risk of developing a chronic condition with the data. They can take preventive measures and help these patients.
• The app improved industry innovation and competitiveness by leveraging the latest technologies, data, and best practices.

Testimonials

• We were looking for an application that could help us manage our records and personalize treatment plans. Expert App Devs designed the perfect solution for us.
• Our team of doctors were facing issues keeping up with the patient’s history. This impacted their collaborations and delayed the treatment. Expert App Devs helped us implement a solution that helped automate record sharing and information transfer. As a result, we were able to collaborate better and increase the treatment speed.

App Case Study 2: How AR and XR in Game App Developed Levelled Up User Experiences?

The game apps should work on more realistic environments and mechanics to increase the user’s involvement. You must be authentic when recreating specific environments or simulating real-world environments. Acute representation of the real world can improve emotional connection and heighten the user’s response.

The client wanted to add realistic graphics and sound to draw a more immersive and engaging environment. They wanted to make it more authentic for the users and create an emotional connection.

We introduced Augmented Reality with Extended Reality to overlay the digital elements in the real world. We added characters, objects and effects to the real-world environment to create a step by step more immersive and engaging environment.

We increased the authenticity of the solution by allowing the realities to enhance the user’s senses. This will allow the players to explore their surroundings and engage in location-based gaming solutions. The app also leveraged features such as scanning and mapping to enable better interactions.

• By using XR and AR in gaming industry, the client was able to create natural and intuitive interactions. This improved engagement from UI UX design.
• Realities in gaming apps foster shared experiences in multi-user environments. As a result, it augments social interactions and collaborative play.
• The client must use the data produced by AR and XR to create more contextual gameplay. This helped increase the user's experience.
• The client can create more user-centric and cohesive gaming experiences with the latest trends and best practices.
• We wanted to make sure our gamers stay on the app longer and enjoy the game. Expert App Devs built the perfect environment using Augmented Reality. This allowed the user to enjoy location-specific gaming environments, which increased the downloads for us.
• We had a game idea where the real and digital worlds overlapped. When we presented this idea to the team at Expert App Devs, they managed to execute the solution beautifully. They chose the right environments, understood the users and ensured smooth interactions.

App Case Study 3: A Groundbreaking Case Study on Securing Transactions with Blockchain and 5G Innovation

Financial transactions involve sensitive information. It is crucial to keep the data secure and private. The application must prevent unauthorised access to the data. There is a need to build trust and confidence among users using robust security measures.

The client offered financial services to their users. They needed to ensure that the transactions within the app were fast and reliable. A lot of data needs to be stored. It is important to find a more secure and authentic way for users to interact with the app.

We used the latest technologies Blockchain and 5G to enable transparency and security. With Blockchain in finance, we decentralised and distributed the ledgers that handled the records and verified transactions. This technology also helped us establish security and transparency via encryption and smart contracts.

As the client also wanted to ensure fast transactions, we implemented 5G technology. This allowed high-speed and low-latency connectivity. As a result, the transactions were efficient, high-speed and convenient to the users of our client.

• Transactions recorded on the Blockchain technology in finance are linked with the tamper-resistant chain. As a result, they are immutable. It is impossible to manipulate or change them. This improved transparency.
• 5G in finance allowed for high connectivity and speed. This resulted in low latency and quick plus reliable transactions.
• Moreover, the combination enabled more convenient and cost-effective solutions for the users. This also helped in improving the engagement within the application.
• Expert App Devs have made our lives easier with this solution. Now, our users can access the application easily and move through the transactions faster. Moreover, they don’t hesitate to use the app as they know their data is safe. 
• We are so happy with this mobile application that the team built for us. It is the perfect app that solved all our problems.

App Case Study 4: Fostering Innovation in Retail with Beacon and Personalization to Enhance Customer Loyalty

Customers are smarter in the tech-driven era. The “one size fits all” no longer works in retail. Moreover, this approach poses difficulty in product discovery and engagement. As customer loyalty is of utmost importance, retail shopping apps should be more user-centric.

The client wanted an in-depth understanding of their potential customers. They wanted to dig deeper than the demographics to help them with the right product recommendations. Moreover, they were looking for customer loyalty, which results from personalized deals and rewards. They were looking for a solution that could help them build an engaging and enjoyable shopping application.

We use data analytics and beacon technology to help build insights and offer real-time deals. Using data analytics, we could easily seclude unnecessary information. We could build customer profiles and segment them based on their behaviour, patterns, and preferences.

This helped the client personalize the shopping app to meet the profile’s requirements. They could offer more personalized deals and reward systems.

Using Beacon, we helped them build real-time campaigns for the customers. This technology allowed them to communicate with users within proximity and provide them with contextual data.

The location-based recommendations helped the users make quick and effective decisions.

• The personalization element helped the client cross-sell or upsell products that users are more likely to purchase
• As the users received personalized experiences, they could relate to the brand. This helped the client build a strong relationship with their users resulting in loyalty.
• Using the data that they received from the customer’s shopping habits, the brand could manage their inventory. They could also create effective and conversion-driven marketing strategies.
• As the recommendations were timely and relevant to the users, they purchased more often from the brand. This resulted in increased conversions and more profits.
• What we loved about the team was the professionalism. They made sure they understood everything before moving ahead with the application development.
• It was incredible working with Expert App Devs. We just told them how we were facing customer loyalty issues with the application. They suggested some additions to the app. Today, we are blessed with a good amount of retention.

App Case Study 5: Play, Collaborate and Conquer- Unveiling the Magic of Chatbots and Social Features for Game App Development

There should be a return value to every game app that can increase engagement. Moreover, it is important to build a strong player community that can help improve the discoverability of the application. In a competitive environment, game apps should come with a longer life span.

The client was looking to build a social camaraderie and improve their shared experiences with the gaming application. They wanted to ensure that the users were engaged with the content and stayed on the app longer. Moreover, they wanted to offer interactive gaming experiences to people who loved to compete and connect.

They understood the only way to build this would be through multiplayer opportunities and interesting challenges.

We implemented social media features into their gaming application to increase the competition among the players. This allowed us to prepare leaderboards, show them the progress of other people in their social communities.

We also encouraged community building that would help build more communication and engagement among the users. With this community, people could share their game stories, share tricks and offer gaming tips to the people. Social features also allow users to communicate in real-time using voice or text.

We also implemented chatbots in the gaming app. This allowed the users to gain immediate user friendly guidance or support as needed. It also helped the app create challenges personalized to the user’s requirements and performance.

• The players could collaborate on missions using the multi-player mode with social features. It helped improve the gaming experience.
• Leaderboards on social platforms allow healthy competition among individuals. It also helped increase engagement.
• Chat and voice messaging allowed users to communicate with each other. Players began to feel they were playing together in the real world with the communication features.
• Social also allowed them to share the game app with other friends, increasing the virality.
• Chatbots were a game changer as they helped the players with real-time solutions. Moreover, they made the game competitive with personalised challenges.
• Te game app could send notifications relevant to the users using the Chatbots. This increased the engagement and return value for the application.
• The social features were an incredible addition to our multi-player gaming application. Our users love it, and we have built a huge customer base with these features.
• Our game users love the chatbots and the hints they give. It keeps them engaged in the app. We are totally satisfied with the solution Expert App Devs built for us.

App Case Study 6: How AI and Motion Design Combined to Transform Visual Storytelling?

Creativity and personalisation can enable photo and video applications to create beautiful and experiential memories. It will increase the app’s engagement and help users create unique and timeless content.

The users had to go through a tedious editing process before they could make the photo usable. Moreover, finding a particular photo/video from the vast library was difficult. It could make the entire sharing process time-consuming owing to the standard tagging process.

Moreover, every user has a specific style or expression. Most photo video apps use a similar approach theory.

This resulted in lacklustre engagement. the client wanted to ensure users could enjoy speed, unique filters and creative content. This would help them connect better with the app.

We explored AI technology with motion design to improve the content creation process. We implemented AI to understand the user’s preferences, app usage and feedback. It also allowed us to identify the trends.

We could incorporate smart editing and filtering options, unique to the user’s requirements using this technology. We automated the editing tasks and improved photo tagging for quick discoverability and sharing. This allowed us to implement extensive animations to the application.

• With AI, users could experiment with a wide range of creative and artistic expressions. This improved the content creation and sharing process.
• Automating editing and organising the photos allowed users to get polished and professional content. This increased their experiences in the app.
• Diverse options and animations improved the uniqueness of the application.
• We shared our issues with the team at Expert App Devs. They worked on the solution that resolved all the problems and helped us increase the conversions.
• We wanted to increase the user engagement. The team understood what needs to be done and executed it within the timeline. Improved pain points!

These mobile app development case study are a great way to understand how mobile apps have evolved. It also explains how latest technologies can add an element to your application and problems solving.

We have experience implementing trending technologies such as Blockchain, AI, AR and VR to augment your application. Our solutions have helped our clients improve user experiences, resulting in satisfied customers for us.

The team at Expert App Devs is proficient with latest mobile app technologies and trends. Using the best methodologies and development approaches, we translate your ideas into exceptional solutions.

Our team has executed more than 500+ app solutions. Our strength lies in transforming the idea into a unique and innovative app solution.

Whether you want to create an app clone or execute a new idea, our team is by your side. You can connect with our team to convert your idea into an innovative solution. Free Trial Available on Dedicated Hiring!

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Responsible for creating a sales funnel, attracting top-of-the-funnel customers, and converting the target market.

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21 Epic Mobile App Marketing Case Studies

By: Gaurav Sharma

Updated On: August 4, 2021

Word Count: 4212 words | Est. Reading Time: 29 mins

As the mobile app market has evolved over the years, competition among app developers has increased as well. The life cycle of an app in this frantic mobile world will be very short if app developers don't come up with new ideas, and optimization/marketing strategies.

And the best way you can learn how to effectively market your app is by learning from successful mobile app marketing case studies. Check out our list of 21 of the most epic mobile app marketing case studies to learn how you can take your app to the next level.

1. App Name: KLM Airlines – KLM Airlines

The main objective of KLM airlines was to get their users to book flights on mobile. The second motive was to create a platform for other mobile marketing techniques such as mobile passbook and location-based notifications. And this could only be achieved by encouraging more consumers to use the mobile app.

Strategy-Driven Solution

KLM launched a campaign for three weeks during which they gave free app access to those who used their mobile booking engine.

Customers received their access in the form of mobile coupons, which they received in their passbooks for Apple phones and in their Google Wallets for Android phones. The location-based notification reminded them to redeem their coupons while they were in the vicinity of KLM lounges.

KLM Airlines saw a 17% increase in visits to their mobile site, which generated 34% more bookings and 38% more mobile revenue.

Key Takeaway

Offers and extra benefits can encourage people to use mobile apps and keep them hooked.

Source:  3DoorDigital

2. App Name: ASDA – British Supermarket Chain

ASDA wanted use technology to develop an app to make grocery shopping easier for people, specifically for busy moms. Their goal was to generate 10% of online grocery shopping transactions through the app.

Before designing the application, they approached their existing customers and asked them what kind of app would make shopping more convenient for them.

Based on customer feedback, they kept the app design simple so that it would be convenient for people from all walks of life.

They included features like “Did you forget?” to show them their frequently purchased items. This reminds users about the items they may have forgotten to order.

It also featured live petrol prices, which allowed customers to check the current petrol prices at their nearest ASDA petrol stations.

ASDA managed to drive more than 2 million downloads for the app. The app even won the IGD Digital innovation award.

Mobile shopping increased to 18% of all grocery home shopping, out of which more than 90% of the sales are contributed by this app. Shopping frequency from mobiles is 1.8 times higher than desktop.

Keep your app simple and user-friendly so that people of all age groups can use it.

Source: TalkingRetail

3. App Name: HotelTonight

HotelTonight needed to find a better way to introduce new potential users to the app in a way that showcased its functionality and use cases. They wanted to make sure that everyone has an incredible experience using the application.

HotelTonight’s motive was to showcase how it can help travelers plan a little less and live a little more.

They introduced a mobile video campaign in which they displayed videos of the hotels and all of the facilities users can enjoy. They wanted users to download the app and engage with it regularly. Mobile was the right solution because the app focuses on spontaneous and impulsive bookings.

Another important area in which they focused was publicity. They had a clear vision of providing customers with incredible experiences. And after those satisfactory visits to the hotels, they saw that people were eager to tell other people about their HotelTonight experiences.

They gave users an incentive to share their experiences to further encourage them to do so. This provided a catalyst for this viral marketing.

They came up with a “tell a friend” marketing program where users can invite friends right from the app by email or through a Facebook or Twitter post. Users received $25 every time a new friend joined HotelTonight. The friend also received $25 when they booked their first room through the app.

The HotelTonight team also used the power of social media and focused on Facebook and Twitter to build their customer base. Facebook provided HotelTonight with the platform to share their content such as videos and announcement of new hotels added to the app. They used both Facebook and Twitter to announce special deals and offers.

HotelTonight's cost-per-download was $0.20. 60% of customers come in through word-of-mouth or social media; 40% from mobile. They went from 0 to 70,071 Facebook fans in just nine months. They achieved 115% ROAS (return on ad spend) within one month. Their app install rate also increased to 326%.

Key Takeaways

Incentivize users for referrals to amp up your word-of-mouth marketing. And use social media to promote your app.

Source:  MarketingSherpa

4. App Name: BNP Paribas Wealth Management

BNP Paribas Wealth Management wanted to better engage with customers and prospective customers by making valuable financial information available through mobile devices.

The bank developed their mobile-first platform foundation software by creating their application for multiple platforms including Apple, Windows, and tablets.

They also created dynamic user segments, which helped them send out relevant, targeted in-app messages and push notifications.

They used pop-up messages within the app, which asked their frequent and loyal users to give the app a rating in the app stores.

They also began a cross-promotion campaign during which they broadcasted targeted push notifications that promoted a different BNP Paribas app called My Wallet. This helped generate free downloads in the Apple App Store and in the Google Play store.

App store ratings increased from 2.5 to 4 for the app. It also generated significant press coverage for the bank, which ultimately resulted in an increase in customers.

It is essential for businesses to think competitively and come up with solutions that are realistic and advantageous to their customers.

Source: Accengage

5. App Name: Guidecentral

To increase app visibility and drive more downloads.

The app switched to a more attractive icon that stood out from other apps in the category.

They also used the keyword “how to” in their app name in the app store because there was a high search volume for the keyword. And they added relevant keywords in the app description and optimized the section by adding their unique selling points and including a call-to-action (CTA).

The icon change along helped them increase their downloads by 700%.

Pay attention to every detail including your icon, description, and images. And make sure that everything is optimized.

Source: SlideShare

6. App Name: Amazon

Need for Change

Until recently, Amazon was struggling to get the top rank under the shopping category. Due to changes in the Google Play store policies, Amazon's app was removed from the Play store and ultimately, Amazon had to rebrand itself.

Amazon needed to relaunch the shopping app and completely rebrand themselves in order to get to the top of the rankings in the app stores.

Optimization Strategy

Keyword optimization played a key role in the success of their new strategy. Simply by adding the keyword “shopping” to the app's name worked wonders for them.

Before adding the word “shopping” to their app name, only 2.12% of the traffic resulting from the keyword went to them. After they added the word “shopping,” that numbers increased to 9.88% of the global traffic, which is almost four times more than before.

Adding the right keywords in the right places can work wonders for your app store ranking.

Source: SimilarWeb

7. App Name: Omvana

Since people have never heard of the name “Omvana,” they are not searching for it in the app store. So the team needed to ensure that their app gained visibility among people who are interested in an app for personal meditation.

Obstacles Faced

For apps like Omvana, the biggest challenge is to attract people who will download their app. They are targeting people who are looking for an app that will help with their meditation. However, these people have never heard of the app. So the biggest challenge was getting this target audience to discover their app in the first place.

The team discovered that people were searching for terms like “sleep,” “meditation,” “binaural,” etc. So they decided to rename the app in the app store from just “Omvana” to “Omvana – Meditate, Sleep, Focus, Relax, Rest & Nap Better with 1000s of Mindfulness, Hypnosis, Meditation and Binaural Sounds.”

This simple ASO strategy helped them increase their downloads by 125%.

Even the simplest things like keywords in title can make a huge difference

Having your app name alone in the app title may not drive visibility, so you need to work with commonly used and relevant keywords.

Source: BenPhilabaum   SensorTower

8. App Name: Trunk Club

Trunk Club wanted to efficiently convert visitors into paying customers through the app. They also wanted to discover the best customers they could focus their efforts on.

Challenges Faced

The crucial challenge faced by Trunk Club were that visitors were mostly in the browsing stage and not in the mental state of buying products. Due to this, the stylist’s time was spent even on those users who were not really interested in shopping. As they have a lot of users who sign up, it really created a mess for the stylists.

In order to save their stylist’s time, they tried a couple of app mechanics that would separate the window shoppers from serious buyers. Requiring credit card details was one such potential option.

Getting the credit card info filled in before buying anything from the Trunk helped generate more productive leads for the stylists to pursue. The users would be charged only when they choose to keep something in their trunk.

40% of their traffic now comes through mobile. Requiring credit card information led to fewer overall conversions, but the users that requested a trunk were more qualified and converted into purchases at a much higher rate.

43% of the users are more likely to connect to the stylists and make purchases. Since stylists have qualified leads now, they offer exceptional services and are now 90% more efficient than before.

Separating window shoppers from visitors who have actual interest in making a purchase drives profitability.

Source: UpSight   Optimizely

9. App Name: MailTime

MailTime wanted to completely overturn the closed mobile messaging industry. They wanted to use localization to ensure that they could make the desired change at different geographic locations.

The app offers an open messaging service and was developed using decentralized email technology. In other words, it is basically an email messenger. They were trying to bring about a disruption to the existing trend of closed mobile messengers. And sometimes, those apps had limitations in terms of geography.

Charlie Sheng, CMO of MailTime has talked about how they aimed for localization from the beginning because it was the only way they could cross borders with their app.

In some languages, the translations would end up being too long. In some cases, the translations didn’t fit the app’s UI design. This happened to the versions in Russian, German, Portuguese, and French.

So the team ended up working with the developer to customize the UI so that it fit the translated phrases. In some cases, the translators had to change the translations so that they fit the UI. This took the team a long time.

MailTime worked extensively to localize their app for different countries. They carefully worked on translations that perfectly fit different cultures. They also had to change the translations so that they fit the UI.

MailTime now supports 12 languages, including Chinese (in which the app is called 简信), Japanese, and Russian. It also supports ten email providers, including all major email services like Gmail, Outlook, Yahoo Mail, and services like Mail.Ru, QQ Mail, and 163 Mail, which are popular in Asia and Russia. They will soon add another seven languages to their service.

MailTime was featured as the Best New App in countries such as Austria, Brunei, China, Cambodia, Germany, Hong Kong, Indonesia, Laos, Macau, Malaysia, Switzerland, Singapore, Sri Lanka, Thailand, Taiwan, Vietnam, and the Philippines.

It was also featured on the front page of the Productivity Category in the United States. This coverage lasted over three weeks and drove tens of thousands of downloads every day.

Localizing your application can help you increase visibility, as you get exposed to a larger audience. And a larger audience implies an increase in the number of downloads.

Source: OneSkyApp

10. App Name: Marriott

Marriott wanted to drive 500,000 downloads within the first three months of launching their app. They also wanted to make the most of the smartphone as their secret marketing weapon.

A theme was carried out with a very different concept, the concept was that the smartphone, like the smartphone traveler, is overworked and needs a vacation. The smartphone pitches the traveler on the benefits of getting the Marriott app and hence getting them both a vacation.

This concept was popularized across all media. This included mobile, social, display, print, and even hotel properties.

The app was ranked as the number 1 travel app on iTunes on the first day of the campaign. It became the third largest m-commerce sales site of all the time. It was the first travel app to break the top five free apps overall in iTunes. It got 500,000 downloads within the first three months.

Fun and witty messaging helped attract and engage the target audience.

Multi-channel promotions helped ensure that they could reach the audience anywhere.

Source: BeeByClarkMeyler

11. App Name: Presspad

To increase the number of downloads for the app, which would eventually increase revenue.

Presspad didn’t follow a specific strategy other than optimizing their app following the basic principles of app store optimization.

They saw an increase in downloads by 140%, which led to an increase in revenue by 87%.

Sometimes just following the best practices can work for you.

Source: PressPadApp

12. App Name: KFC

KFC wanted to find ways to drive foot traffic to their stores by reaching local passerbys on their smartphones.

KFC started a campaign and used mobile location technology so that they could entice nearby customers to visit their restaurants. KFC worked with an ad company to target consumers to identify and reach the relevant target audience. They found that the most receptive demographic to the location-based targeting were busy parents with families.

The company’s target audience was comprised of young adults. They also targeted busy families whose lives are made simpler in many ways by mobile devices. They used the most accurate location technology so they could reach their target audience at the right time while they were at the right place. KFC delivered relevant offers that would entice these customers to visit the restaurant nearby.

The three-month long campaign helped drive foot traffic by engaging customers who were nearby a KFC store. It also drove a click-through rate that was 40% above the industry benchmark.

Accurate location targeting can help you reach the right audience at the right time.

Identifying your most receptive demographic and reaching them where they are most likely to engage with your business can pay off.

Source:  Youtube

13. App Name: Vodafone's Secret Women App

Domestic violence is rampant in Turkey, where almost one in every three women is a victim of domestic abuse. These victims are afraid to speak out and look for help. Vodafone believed that they could provide help to these women with the use of this powerful technology and created a secret app for them. Now the biggest challenge was spreading the message of this app in secret without any men finding out about it.

This app was hidden within a flashlight app. When a victim shakes her phone, the app would send out a message to three people that she trusts. The alert will also send out details of her location. Vodafone placed ads in products only used by women such as on wax strips and in the labels of women's underwear. Some ads also appeared in the middle of makeup vlogs.

According to their estimate, Vodafone believed that the secret would remain only for ten months, so they updated the app again. With the update, the flashlight app became a mirror application, so it remained a secret once again. They then used the same marketing techniques as earlier to spread messages about the update.

The app has been downloaded by 254,000 women in Turkey, which is 24% of all female smartphone users in the country. There has been more than 103,000 activations for the app. Since it became a lifeline for women who are in danger from their spouses, the app received the Grand Prix award under the media category during the Cannes Lions 2015.

Smart placement of ads for your app will ensure that it reaches the desired audience, which is especially important for an app such as this.

Source: DigitalTrainingAcademy   WPP

14. App Name: Starbucks

Although smartphone owners may not hesitate to make large purchases using their phones, things would be much simpler for them if they could complete their purchases with a mobile wallet-style program. The most important reason behind this logic is that entering credit card information can be inconvenient and unsafe.

Starbucks introduced a digital tipping feature called “Shake to Pay.” Using this feature, the users can just bring up a barcode by shaking their phone. Baristas can then scan this barcode to accept the tip using mobile payment.

They also used a rewarding strategy to incentivize their users. Each time a customer makes a purchase through the company’s popular app, they get a star. After collecting a certain number of stars, they can then collect a reward. Under this program, customers can attain a Gold Status when they earn 30 stars within a year. Once they’ve achieved this status, they further get a free beverage or a food item for every 12 stars they earn.

There were 6 million transactions worth $1.5 billion made weekly in the U.S. Mobile payments accounted for 15% of total transactions made in Starbucks-operated stores in the U.S.

Always give multiple payment options to users.

Offer rewards to users for every purchase they make to encourage them to engage with the app.

Source: MBAKnol

15. App Name: CloudOn

To increase downloads and boost store ranking.

Strategy-Drive Solution

CloudOn thoroughly optimized their Play Store listing and placed their main focus on the app title and description. They made changes that would ensure better visibility of the app when people search for relevant keywords. They also used a new set of keywords that they deemed relevant to their target audience.

With these simple tricks, CloudOn made it to the top 10 lists with only changes to keywords and title. CloudOn downloads went up to 201%.

They ranked fifth on the charts with new shiny screenshots.

• • Give much heed to the app title and description.
• • Review your keywords monthly, and change them if need be.
• • The app description should be appealing.

Source: SensorTower

16. App Name: ASDA Price Guarantee App

To simplify the process of saving money for shoppers without burdening internal teams too much.

ASDA came up with the Price Guarantee app, in which customers can enter the details of their shopping receipt to see if they qualify for deals. They will then get money-back vouchers through the app. The app fetches data from a third-party site and outlined eligible discounts according to the customer’s receipt. After developing the app, the team also marketed it online and on television.

There were more than 1,000 downloads a day for the app. ASDA also found that users continued to engage with the app long after their downloaded it.

Creating apps that simplify the lives of customers can ensure long-term engagement with the app.

Marketing the app through multiple channels can give the desired visibility to drive downloads.

Source: PocketWorks

17. App Name: 10bis

To get high install volumes without spending a fortune on app marketing.

10bis started out by identifying a broad range of audiences relevant to their services based on interests and demographic. They then created a Facebook ad campaign targeting these audiences, as they are most likely to download the app and use it. This target audience was comprised of people who have an interest in restaurants and food as well as single people and people who belong to younger age groups.

They also created another campaign in which they used the Custom Audiences feature to target people who have already downloaded the app. The ads were designed to encourage them to use the app by offering special promotions for local restaurants.

10bis managed to get 15,000 app installs and 70,000 app interactions between October 2015 and January 2016 alone. Their ongoing campaign manages to deliver thousands of new users every month. The best part is that these users engage with the app since they are highly relevant.

Carefully targeting highly relevant audiences can help deliver the desired results and achieve engaged users.

Running an ongoing campaign can deliver consistent results.

Source:  DigitalTrainingAcademy

18. App Name: Pokemon Go

To promote their newly-launched video game and achieve installs by highly engaged users.

The team ran a pre-launch promotional campaign using YouTube videos and press releases. They also made announcements about the app’s main features. But these marketing strategies aren’t the only reason for the app’s massive success. The users themselves help spread the news about the app and helped to make it viral.

The app’s design itself is enough reason for many users to download the app. Since the app makes use of location-based services and augmented reality to create a unique gaming experience, it managed to win the hearts of users.

Pokemon Go now has 26 million active users on a daily basis. The average player spends more than 40 minutes a day on the app. In addition to this, the game continues to attract 500 downloads every minute or 700,000 downloads per day.

Offering advanced features can deliver a unique user experience that encourages word of mouth marketing.

Building hype before the launch can help gain traction for your app marketing.

Source: EasternPeak

19. App Name: MakeMyTrip

To achieve overall growth of the MakeMyTrip mobile app.

MakeMyTrip worked with AppVirality to create an in-app referral program. The program rewarded new users who downloaded the app through friend’s referrals. It also rewarded users whose friends downloaded the app through their referrals and gave an additional reward when those friends booked a trip using the app.

MakeMyTrip saw a 20% increase in overall downloads. Their conversions increased by 25% and transaction rate went up by 20%.

Referral programs are a great way to motivate users to promote your app.

Source: AppVirality

20. App Name: Paperclip

To increase the number of app users and achieve long-term growth.

Paperclip decided to use AppSamurai, a self-service mobile advertising tool designed mainly for startups. They used the smart ad campaign feature to target highly relevant users and get them to download the app.

They managed to get a 210% increase in user acquisition rate and a 100% increase in daily sessions. The number of daily active users increased by 250% and the app ranking jumped from 100 to top 25 in the shopping category.

Invest in smart ads that will help you target an audience that is highly likely to download and use your app.

Source: AppSamurai

21. App Name: Sing2Learn

To increase app visibility and drive downloads as well as increase their app store rating.

Sing2Learn worked with a mobile marketing agency to create a PowerPoint presentation about the app and distribute it through multiple online channels. They created and distributed a highly engaging demo video, which also served as a marketing video. The team created and distributed press releases online to raise more awareness about the app.

Additionally, they did thorough app store optimization to ensure that the app had an accurate description along with screenshots and tags. Sing2Learn created a pay-per-click campaign using relevant keywords to further increase visibility. They amped up their social media marketing strategy to raise more awareness about the app. Journalists helped them gain additional exposure.

The app has since been installed more than 13,000 times and received 480 reviews on Google Play. It has managed to get an app store rating of 4.8.

Promoting your app through multiple channels can help you gain significant exposure.

Source: MobileSoftwareMarketing

These mobile app marketing case studies should help you gain a better understanding of the improvement you can see with the right kind of changes in your mobile app marketing strategy. You should now have a clear idea of all of the changes you can make to improve your app growth. Which of these case studies was the most impressive to you? Let us know in the comments.

About the Author

Gaurav Sharma -

CEO/Founder @ Attrock Gaurav Sharma is the Founder and CEO of Attrock , a results-driven digital marketing company. Grew an agency from 5-figure to 7-figure revenue in just two years | 10X leads | 2.8X conversions | 300K organic monthly traffic | 5K keywords on page 1. He also contributes to top publications like HuffPost, Adweek, Business2Community, TechCrunch, and more.

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Which Factors Influence App Reviews: Case Studies

December 11, 2019 — 5 min read

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Your app store reviews are a goldmine in terms of customer feedback . However, reviews go way beyond the context of the App Store and the Play Store. They are a great way to better understand how your users interact with your mobile game and what external elements (such as social media content, special events, influencers, computer gaming, etc.) drive them .

Let’s explore a few case studies below.

Reviews are a great source of user feedback and to gauge how well users receive your latest app update . They also help identify the most valued features users would like to see in an app.

However, reviews are also a great means to grasp the context in which your users are playing. We ran our Sentiment Analysis tool on various gaming apps to see practical examples of how you can identify circumstances that influence your users’ behavior and measure the impact they have on your game’s performance.

Influence of computer gaming on mobile games

On August 23rd, Minecraft added new animals to its computer version of the game. The update came with new animals: foxes and bees. These new characters were highly appreciated by Minecraft gamers, in fact, if we look at the reviews the mobile game received in August, we can see that there is a peak in positive reviews on Aug 24th , although there is no update of the mobile game.

Peak in reviews for Minecraft’s mobile game although the app had no update on the Store. The peak is due to an update of the computer game.

Using our Reviews Sentiment Analysis, we found that the most repeated keywords within the reviews left by users on August 24th included the words “foxes” and “bees”. Both words are associated with positive ratings.

“bees” and “foxes” appear among the top 12 most repeated keywords of Minecraft’s reviews in August 2019 (iOS US) .

We looked at the reviews that contained these words to better understand what users were saying about “foxes” and “bees.”

Users have left positive reviews, saying that they really enjoyed the game. However, they also asked to add foxes and bees to the mobile version. This is a great example of leveraging   user reviews to plan your product roadma p and aligning it to users’ needs.

Learn how to leverage app reviews to make product decisions

Minecraft reviews containing “bees” and “foxes” (iOS US).

Importance of YouTube influencers

Lords Mobile gave us another example that shows the value of measuring what your users are talking about in the reviews they leave on your app. We looked at the most repeated keywords across the game’s reviews in September and were surprised to find the word “PewDiePie.”

The keyword “pewdiepie” appears among Lords Mobile Most repeated keywords in the game’s September Reviews

Looking at the trend chart for the word “PewDiePie,” we noted a peak around September 9th, correlating with the YouTuber featuring the game in one of his videos early in September. Reviews containing “PewDiePie” had an average rating of 4.8, indicating positive reception among Lords Mobile ’s users. The video not only drove extra traffic to the game but also led to a significant increase in downloads, reaching up to five times the usual average traffic.

Peak in downloads of Lords Mobile as a result of a featuring by YouTuber PewDiePie.

On September 7th the words “pewdiepie” and “pewds” were among Lords Mobile most trending keywords (iOS US)

Impact of special charity events

Similarly, MrBeast – another famous YouTuber – did a video sponsored by Angry Birds where he promoted their #BringTheAnger Event . Rovio encouraged users to pop pigs in the Angry Birds 2 game, promising to donate $100k to Unicef if 10 billion pigs were popped worldwide.

While going through the game reviews, we saw a surge in positive feedback on November 24th, shortly after the release of MrBeast’s video. This peak wasn’t associated with any app update, but a direct consequence of the video.

Peak in positive reviews for the Angry Birds 2 game (iOS US) after MrBeast video promoting the game.

When we looked at the most trending keywords in Reviews, the words “beast” and “mrbeast” ranked among the top 5 at that time. Almost all reviews containing these words, left by users, were 5-star reviews with an average rating above 4.8. This indicates that users highly appreciated this special event.

Angry Birds 2 Reviews containing “beast” – iOS US

2019’s most trending searches on the App Store

Capture your gamers’ context with reviews

In short, analyzing reviews offers a great way to gain insights into how your users engage with your game and the factors that influence them beyond the app stores. The examples discussed here represent just a small portion of the various factors attracting gamers to your mobile game.

By mining your reviews, you can comprehend the motivations of your users and the context in which they discovered your game: whether they are experienced computer gamers, found your game through an influencer video, or are newcomers eager to participate in a special event. Capture these circumstances and assess their impact.

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Don’t forget to look at what competitors in your specific area of expertise are doing. Doing preliminary market research is a fundamental step in the process of mobile shopping app development.

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Prepare the list, get your customers excited before launch, think about using influencer marketing, the christmas bonus: holiday season can be beneficial.

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Report: Apple Reorganizing App Store in Response to Global Regulations

The Apple vice president who has run the App Store since 2010, Matt Fischer , will reportedly leave the company in October amid its reorganization.

Fischer is making this move as part of a reorganization that is being made in response to changing global regulations, Bloomberg reported Wednesday (Aug. 21), citing unnamed sources.

Apple did not immediately reply to PYMNTS’ request for comment.

In the company’s reorganization, the App Store is being divided into two teams, according to the report. One team, which will be led by senior director Carson Oliver , will oversee Apple’s own App Store. The other team, which will be led by director Ann Thai , will focus on alternative app distribution.

“This has been on my mind for some time, and as we are reorganizing the team to better manage new challenges and opportunities, now is the right moment to pass the baton to two outstanding leaders on my team,” Fischer said in a Wednesday email to his team, according to the report.

Apple has been facing demands from global regulators to allow alternative app stores and payment methods on the iPhone, the report said.

New legislation in Europe has redrawn the competitive map and given Epic’s challenge to Apple’s App Store practices a beachhead in that market, PYMNTS reported Friday (Aug. 16). That battle is being actively joined in Europe, with the players fighting over the same concerns about app store creations, in-app payments and commissions that have been raised in the United States.

In addition, Spotify said Aug. 14 in an updated blog post that it has gained Apple’s approval to show European Union users pricing information in its iOS app. Spotify said in the post that it is opting into Apple’s “entitlement” for music streaming services, created following the European Commission’s landmark antitrust ruling against the tech giant in March.

On Aug. 8, Apple said in an announcement that it is changing its Digital Markets Act compliance plan in response to the European Commission’s accusation that the company is stifling competition on its App Store. One of the key changes is that developers can promote offers for purchases available at a destination of their choice, including another app marketplace, app or website.

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