Himalaya ASO Case Study: +58% Organic Downloads

In case your objective is to make your app profitable, one of many first steps that you must think about in your App Advertising technique is ASO. With no correct optimization of the itemizing, each when it comes to key phrases and visuals, any effort you make to get customers to the tab might not result in the outcomes you count on and customers discovering a poorly up to date itemizing might find yourself not downloading your app.


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To provide you an concept of learn how to work an ASO optimization, right this moment I’ll current you the success story of the app Himalaya within the US and in Taiwan that we’ve labored, for which we elevated search downloads by 58% on the App Retailer in Taiwan and by 47% on Google Play within the US.

Himalaya is an audio training platform that provides inspirational and motivational tales of essentially the most extraordinary folks (see the app product web page). The app is obtainable in Chinese language, English, Spanish and Japanese talking international locations.

On this publish, I’ll introduce you to the evolution of Himalaya’s app, after the primary ASO optimization of the app. Remember the fact that not solely key phrases play a key position within the natural progress of an app, however that every one the visible parts, the common ranking, rankings and opinions can assist to enhance the conversion charge of your itemizing.

ASO Key phrases Analysis

Earlier than making adjustments to the itemizing, we at all times advise you to do a key phrase analysis, to outline the checklist of medium and medium-high visitors key phrases to incorporate within the itemizing. This checklist is essential, because it defines the key phrases for which we need to place ourselves and seem within the search outcomes of the app shops.

Provided that in Taiwan the app has a reasonably excessive degree of downloads in comparison with different apps in the identical class, it made sense to make use of high-traffic key phrases as a result of it’s attainable to rank for them. Alternatively, in the US, for the reason that quantity is decrease, it has been extra fascinating to work with lower-traffic key phrases, since it will be tougher to rank for high-traffic key phrases.

As I discussed earlier than, ASO wants fixed upkeep, that’s to say that it’s important to evaluate the key phrases periodically and work on adjustments within the itemizing, in order that it’s at all times contemporary and up to date.

The results of the key phrase analysis for the Himalaya app, has resulted in key phrases associated to “audio”, “programs” and “tales”, their combos to kind mid and long-tail key phrases and a few competitor key phrases. From this checklist, we included within the itemizing the key phrases with a medium / excessive search degree that outline the principle focus of Himalaya’s app.



What outcomes did we get after the ASO optimization?

  • High 2 within the class “Books” App Retailer Taiwan
  • High 1 within the “Books” class on Google Play Taiwan
  • +58% search downloads on App Retailer Taiwan
  • +47% search downloads on Google Play United States
  • +164% High 1 key phrases for which Himalaya ranks organically in App Retailer
  • +233% key phrases in High 1 for which Himalaya ranks organically in Google Play

Briefly, we received superb outcomes. Let’s take a look at them extra in particulars:

Elevated visibility for natural key phrases

We spotlight a big improve within the visibility of Himalaya’s app when it comes to key phrases for which it ranks organically on the App Retailer. Within the screenshot beneath, extracted from the ASO device App Radar, we are able to see a rise of key phrases for which we’re positioned in High 1, High 5, High 10, High 50 and High 100 from earlier than the optimization within the first week of September till 3 months after we’ve seen the next outcomes. On the App Retailer, the key phrases in High 1 multiplied X2.6 whereas the key phrases in High 10 virtually doubled.

On Google Play, the next outcomes had been noticed from earlier than the primary optimization till 3 months later: the key phrases in High 1 multiplied by 4,3 and the key phrases in High 10 by 8,2.

Enhance in visibility for monitored key phrases

Alternatively, with regard to the key phrases ensuing from the key phrase analysis and which we’re monitoring, on the App Retailer we multiplied by 2,7 the key phrases in High 1 in the US and by 2,3 the key phrases in High 1 in Taiwan.

On Google Play, however, we multiplied by 1,4 the High 1 key phrases in the US and by 1,1 in Taiwan, after the ASO optimization of Himalaya’s itemizing.

Enhance in browse visibility

For each shops, we proposed a class change from “Training” to “Books”, as it’s a much less aggressive class and in addition a few of our opponents rank on this one. On the App Retailer, with this variation we noticed a rise in visibility for Himalaya, which, if in “Training” had not been capable of rank with the change, reached a High 33 as its greatest place in the US.

Whereas in Taiwan, it went from a High 19 in “Training” to a High 2 in “Books” as its greatest place.

On Google Play, in Taiwan we went from a High 6 in “Training” to a High 1 in “Books” as the most effective place.

And in the US, though the visibility is far decrease as a result of nice competitors that exists on this nation and that many extra downloads are vital to succeed in excessive positions in High Charts, we additionally recognize an enchancment within the positions, going from a High 497 in “Training” to a High 242 in “Books”, and it appears that evidently the pattern is constructive, so if extra downloads proceed to be achieved, the visibility ought to proceed to develop.

Enhance in natural search downloads

Outcomes for App Retailer: Enhance in search downloads by +58%

Within the graph beneath, we are able to see the impact of the ASO optimization when it comes to downloads. We evaluate the overall downloads earlier than optimization (two weeks earlier than) with the overall downloads one week after optimization. We are able to see that we achieved superb ends in Taiwan, appreciating a rise in search downloads of +58%.

In the US, we noticed a +38% improve in search downloads, excluding the September 8 peak.

Outcomes for Google Play: Search downloads elevated by +47%

Additionally within the case of Google Play we thought-about a few weeks earlier than the optimization and in contrast it with one week after the change. Within the graph beneath, we are able to see how we achieved superb outcomes after the ASO optimization: we elevated natural search downloads by +47% in the US, if we don’t think about the height on September 8.

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