Product: a mobile app for vocabulary memorization and language practice
Period: September 2024-2025
Platform: Google Play
Period: September 2024-2025
Platform: Google Play
Project Overview
A mobile app in the Education / Language Learning category approached us. Due to NDA restrictions, we cannot disclose the product name, but we can share our approach, target geographies, and results.
The project focused on growing organic traffic in Google Play, expanding indexation across priority countries, and testing creative assets to improve store listing performance.
The project focused on growing organic traffic in Google Play, expanding indexation across priority countries, and testing creative assets to improve store listing performance.
Objective
At the start, we had several goals:
Increase organic installs, improve the app’s visibility in Google Play search, build a systematic approach to locales, and test creative hypotheses through A/B testing.
Another objective was to scale growth not only in target countries, but also in new markets through a geo-expansion strategy.
Increase organic installs, improve the app’s visibility in Google Play search, build a systematic approach to locales, and test creative hypotheses through A/B testing.
Another objective was to scale growth not only in target countries, but also in new markets through a geo-expansion strategy.
What We Did
1. Rebuilt the ASO strategy by country
We worked on metadata and localizations in priority countries, regularly running iterations in the US, Germany, and Poland, while also rolling out updates in other locales. The report separately highlights monthly iterations in the US, work in Germany and Poland, and a separate iteration in Russia.
2. Launched geo-expansion
Alongside work in target countries, we expanded semantic coverage and visibility in additional markets. The report directly links this to organic growth and an increase in indexed keywords, including in Vietnam, South Korea, and Russia.
3. Systematically tested creative assets
We ran A/B tests for icons and screenshots in the US, Germany, Poland, Vietnam, Japan, and South Korea. We also tested seasonal hypotheses and creatives tailored to local events and contexts
4. Added additional growth tools
We used Custom Store Listings to bring back inactive users. The report notes that in Russia, Germany, and Poland, CSL pages showed better conversion compared to the default listing.
Results
Results after one year of work
- +55.51% organic installs across all countries year over year
- +51.06% organic installs in the US year over year
- Growth in indexation in the US, Germany, and Poland
- Significant expansion of semantic coverage through geo-expansion
- Organic growth in a number of countries after iterations and localizations
- Positive results from A/B tests and CSL pages
What Influenced the Results
The language learning niche remains highly competitive, and performance varied by country.
For example, in Germany, organic traffic was under pressure due to strong competition and declining popularity of some broad keywords, while indexation continued to grow. Seasonal demand also influenced spikes and dips in traffic.
This matters because growth under these conditions is a stronger indicator of the impact of systematic ASO work.
For example, in Germany, organic traffic was under pressure due to strong competition and declining popularity of some broad keywords, while indexation continued to grow. Seasonal demand also influenced spikes and dips in traffic.
This matters because growth under these conditions is a stronger indicator of the impact of systematic ASO work.