How we achieved the conversion increase by 40% and optimized user acquisition costs by 38% for Homa Games.

Challenge

The primary challenge Homa Games faced was the absence of an ASO and a strategically aligned Paid User Acquisition strategy. The need for an efficient acquisition strategy was evident considering the high costs associated with acquiring users for mobile apps, particularly in the gaming sector.

‍

The company had to tackle the following:

‍

ASO & Paid User Acquisition Strategy: The app did not have an ASO strategy in place. It was essential to design and implement an effective ASO strategy to increase store impressions, gain visibility, lower CPIs of paid user acquisitions, and boost organic downloads.

‍

High CPI and Low ROAS: The cost of user acquisition was significantly high, leading to an unfavorable return on ad spend. The goal was to reduce CPI and increase ROAS to ensure cost-effective user acquisition.

‍

Conversion Optimization: The app experienced low conversion rates from downloads to paid users. It was crucial to improve this conversion rate to maximize the revenue potential.

‍

Solution

An app growth audit was undertaken, unveiling significant opportunities for improvement in ASO and user acquisition strategies. Based on the audit, an ASO strategy was formulated focusing on keyword optimization and conversion rate optimization. Extensive A/B testing was conducted to refine the strategy further.

‍

In tandem, multiple custom product pages were created based on the recommendations from the audit. These pages were designed to appeal to various user cohorts and types, enhancing the potential for conversions.

‍

In addition, creative testing was performed for the paid user acquisition campaigns. A holistic approach was taken to align the ASO strategy with the paid user acquisition strategy. This ensured that they complemented each other, optimized for each user cohort and type, and did not cannibalize keywords, resulting in a balanced and cost-effective user acquisition approach.

‍

More Info About ASO
‍

As part of the optimization process, AppDNA dove into app’s historical keyword rankings and, external marketing efforts and related apps in their hypercasual market to gain a deeper understanding of the apps and its targeted audience.

After further research with AppDNA’s App Store Intelligence platform, we were able to understand which keywords to include to help expand Z-escape’s keyword visibility, aligning with current search demand and popular features. AppDNA was able to identify multiple terms that had an audience overlap. 

AppDNA focused on the metadata first. We conduct a keywords analysis - selected most important keywords and optimize them with our custom ASO Framework to boost Search Visibility.

Results:

helicopter escape -> UNRANKED -> #2 

crowd defense -> UNRANKED -> #3 

city takeover -> UNRANKED -> #10 

crowd city -> UNRANKED -> #19 

count master -> UNRANKED -> #8

helicopter -> UNRANKED -> #12 

crazy defense -> UNRANKED -> #43 

‍

After the first metadata optimization we started fixing a potential visual problems: Z-Escape needed a refresh screenshots that could help to prove with the combination of ASO that users wanted to know what exactly they could find before downloading the app. For creative optimization we use our well-tested creative optimization framework that we use to boost conversion for our clients apps. After analysis and benchmarking our designers produced the first set that gave instant increase of conversion. Then we started constantly testing minor changes and finally after 7 iteration we get +40% increase in conversion.


App Store Optimization process resulted also in cost per install decrease. After the ASO project we decrease the CPI by 38.1% and even increased the organic sources ratio.

Summary

This case study highlights the importance of an integrated ASO and Paid User Acquisition strategy in enhancing the efficiency of user acquisition and boosting conversion rates. Through strategic optimization, creative testing, and alignment of ASO with user acquisition campaigns, Homa Games managed to significantly improve its app's performance and user conversion rate, while also saving substantial acquisition costs. This approach not only solidified the app's market position but also set the stage for continued growth and financial success.

‍