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

As part of the optimization process, AppDNA dove into Z-escape’s historical keyword rankings and, external marketing efforts and related apps in their hypercasual market to gain a deeper understanding of Z-escape 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 

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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.

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