With global businesses across all verticals rethinking their marketing spends, organic app growth has emerged as one of the top-most priorities for brands. But how do you approach app store optimization and resulting organic growth? Find out about the nuances of ASO that can help rank your app for quick wins and long term benefits. Check out apps from verticals like news, ride-sharing (taxi), and health & fitness, on how they have adapted their offerings to better suit the market (and users) now and are winning.

1. Organic app growth
during the lockdown
Denis Shelkov
ASO Lead, AppFollow

2. Take a look at the
news apps

3. News apps have already passed their visibility peak in App Store.
‘Sky News’ app has lost 33% of its visibility since April 1st
UK App Store
News apps

4. ‘Microsoft News’ is the only big news app that have changed
its app page in the UK during the lockdown
News apps

5. Seems like people are already tired of news. So news
keywords have lost popularity since the end of March
UK App Store
News apps

6. Average CR increased the most (+2.2%) for the News category in April
UK App Store
News apps

7. Get inspired by the
workout apps

8. Home workout apps are the winners
in app stores Search
UK App Store
Workout apps

9. ‘Home workout’ keywords are
at the peak of popularity right now
UK App Store
Workout apps

10. Strategy #1:
Prioritize app features that are more
useful at the moment and show them
first on the app page
Strategy

11. ‘OrganicFit’ updated the title and screenshots
Workout apps

12. ‘Workout for women’ updated the title and screenshots
Workout apps

13. ‘Home workouts’ app had 4.5 more daily installs from Search
since the start of the lockdown
‘Home workouts’ app, UK App Store
Workout apps

14. Get inspired by the
taxi apps

15. Taxi & ride apps in Germany are losing their ranks in Search.
‘FREE NOW’ app has lost 53% of visibility since March 9th
German App Store
Taxi apps

16. One of the ride apps has 44% less daily installs
from Search in April comparing to March
‘Ride app’, German App Store
Taxi apps

17. Strategy #2:
Add new values to your product and
promote this values in app stores
Strategy

18. Biggest taxi apps in Russia added delivery services
and promoting them on the app pages
Taxi apps

19. ‘Maxim’ app has even improved its visibility by 5%
after adding delivery services to the app
Russian App Store
Taxi apps

20. ASO Best Practices
● Prioritize features that are useful at the moment
● Add new values to the app
● Make them visible on the app page using text,
screenshots and video
● Promote them by adding new keywords and through the
social media

21. Thanks!
denis-shelkov
ds@appfollow.io
Denis Shelkov