Challenge:
A global financial technology company—trusted by millions of businesses and freelancers for seamless cross-border payments—approached us with ambitious growth goals for their Android app. Despite strong brand recognition in certain markets, their app store presence was heavily dependent on branded search terms. This left a significant untapped opportunity to reach new customers in emerging markets, where brand awareness was lower and competition for visibility was intensifying.
They needed a long-term, scalable approach to App Store Optimisation (ASO)—one that would expand discoverability, improve conversion rates, and drive meaningful first-time installs beyond branded traffic.
Solution
We implemented a strategic ASO framework focused on capturing non-branded, high-intent search traffic across Google Play. This involved:
- Running a structured A/B test using a 70/30 split to validate non-brand keyword performance
- Updating metadata and creative assets with category-relevant, high-conversion search terms
- Prioritising competitive and intent-led phrases relevant to target audiences in financial services, cross-border commerce, and B2B payments
- Monitoring install and conversion performance across an 8-week test period using Google Play Console
The strategy was designed to broaden reach, especially in markets where brand strength was still growing, while driving high-quality user acquisition aligned to business objectives.
Impact
- +79% increase in incremental traffic
- +52% uplift in conversion rate (CvR)
- Significant improvement in first-time installs from non-brand queries
- Strengthened app presence in emerging markets with sustainable visibility gains
Key Insight
By shifting focus away from brand-only visibility, we enabled the client to tap into broader intent-led demand—positioning the app for long-term organic growth and reduced dependency on paid brand acquisition.Channels: