The client has a mobile app in the Business category. Due to NDA restrictions, we cannot disclose the app name, brand, interface, or positioning details.
JenLi’s task was to strengthen organic traffic in the App Store and Google Play, update metadata for priority locales, test new creatives, and evaluate the factors affecting the app’s visibility in the stores.
During this period, the two platforms showed different dynamics. In the App Store, the team was able to publish updates and test hypotheses. In Google Play, work was limited by a policy-related issue that prevented new changes from being submitted for review.
What we did
In the App Store, the team prepared and published metadata updates for the US, UK, PT, and DA locales.
At the time of analysis, some of the changes had not yet been fully indexed. The app version had only recently passed App Store review, so the full impact of the latest iterations will be assessed in the next reporting period.
At the same time, the team ran an A/B test of new screenshots. The new variant showed a higher conversion rate and was applied as the main creative set on the app page.
In Google Play, the team monitored the decline in organic traffic and analyzed possible causes. The main limitation was a blocking issue related to photo and video access permissions. While this issue remains unresolved, new ASO iterations cannot be submitted for review, and the active A/B test cannot be completed.
App Store results
The App Store showed positive organic traffic dynamics.
During the reporting period:
search impressions grew by ~30%;
search installs increased by ~10%;
the conversion rate of the new screenshot variant was around ~3%, compared to around ~2% for the previous version.
In the US, positive dynamics continued for some relevant keywords. The position growth mainly reflected the impact of previous iterations, while the latest updates are expected to become more visible after indexation is complete.
In the UK, impressions decreased by ~40%, but positions improved for several target keywords. This shows that the metadata started working across specific search directions, although the overall impact still requires further monitoring.
Screenshot A/B test
The A/B test of the new App Store creatives was successful.
The new screenshot variant showed a higher conversion rate and was applied as the main creative set. Due to the relatively low traffic volume, the test took longer than usual. After applying the new creatives, the team continued collecting data on the main version of the app page.
This approach helps not only validate the test result, but also check whether the positive trend remains after the new creatives are implemented.
What happened in Google Play
Organic traffic in Google Play continued to decline.
Across all countries:
installs decreased by ~20%;
store listing page views decreased by ~10%.
In the US, the decline was stronger:
installs decreased by ~30%;
page views decreased by ~25%.
We do not attribute the decline to a single factor. However, the long period without updates may have negatively affected the app’s visibility and organic traffic.
Due to the blocking Google Play policy issue, planned ASO iterations were not published, so the app page remained without new updates for a long time. After the issue is resolved, the team will need to return to regular updates and monitor visibility recovery step by step.
Additional tools
In the App Store, the team continued testing In-App Events, including one promoted with a notification.
Organic traffic is still too limited to measure each event’s impact on conversion accurately.
Next, the team will test event titles and creatives separately, without other major page changes, to isolate the effect of each hypothesis.
Conclusion
In the App Store, ASO work helped increase impressions, installs, and the conversion rate of the new creatives.
In Google Play, growth was limited by a platform policy issue. This case shows that stable ASO growth depends not only on metadata and creatives, but also on the ability to publish updates regularly.