How we boosted the positioning of Finance apps in the stores

Challenge

Our challenge was to improve the positioning of three finance apps in the stores – both App Store and Google Play. Our goal was to place the important keywords for each app in both stores, considering the features of the brands. In other words, it was crucial not to change their consolidated branding

Some data is important to find solutions in this case: 

• 63% of the downloads originate from searches made inside the app store
• 86% of the users download the apps shown in the top 10 positions 

Solution

The Mobile Intelligence team from RankMyAPP elaborated two plans of action. The goal was to build high-quality traffic and to increase the visibility in the stores using the most important keywords for each app. 

The strategy was divided into three stages::

• User-behaviour analysis at the time of the search 
• Mapping the most important ‘head’ terms used by the competitors
• Building plans of action combining long-tail words and complementary short-tail keywords 

Results

Average growth of  +43 keywords/month in the number of keywords positioned at Google Play. (App 1)

Average growth of +51 keywords/month in the number of keywords positioned at App Store. (App 1)

 

Great final positioning of important keywords (shown in the table above). Placing some terms in the first position when they didn’t even appear in the search results before.

Average growth of  +149 keywords/month in the number of keywords positioned at Google Play. (App 2)

Average growth of +54 keywords/month in the number of keywords positioned at App Store. (App 2)

Average growth of +59 keywords/month in the number of keywords positioned at App Store. (App 3)

Mobile Marketing and AppStore Optimization (ASO) are continuous processes that require continuous maintenance. 

Each test run by our team points to new elements that influence visitors’ behaviours in the app’s page. This information is taken into consideration in the next stages. 

ASO is a process that demands technology and artificial intelligence. On the other hand, it also requires human capital and a qualified team running the data analysis. 

Do you have an app and need help with ASO? 

Contact RankMyAPP! 

Monthly average growth of keywords ranked in AppStore and Google Play; Increase in positive reviews; increase in app impressions; Insights generated through Data Analysis; Guidelines for future tests.