How textPlus got +119K installs from a single screenshot change • SplitMetrics

textPlus is a well-established communication app that offers free texting and calling in the U.S. With millions of active users, it’s a trusted choice for affordable and reliable communication. To stay competitive and unlock new growth opportunities in a saturated market, the app partnered with SplitMetrics Agency to strengthen its visibility and drive more organic installs through ASO.

Challenge

In a highly competitive and saturated category, textPlus faced limited visibility for high-intent and generic search terms. Despite offering a strong user value proposition, the app’s store listings lacked alignment with evolving search trends, top-performing competitor terms, and engaging visual content.

Objectives:

Expand visibility for high-volume and generic/competitor-branded keywords
Improve conversion rates across both the App Store and Google Play
Achieve scalable, sustainable install growth through ASO

Solution

To tackle these goals, we rolled out a cross-platform ASO strategy focusing on both metadata and creative enhancements.

Metadata Strategy

Conducted a comprehensive audit to uncover keyword gaps and ranking opportunities
Prioritized high-volume, relevant terms and generic-based queries
Executed multiple rounds of metadata updates across iOS and GP
Enhanced keyword targeting to support both visibility and conversion growth

Creative Strategy

Deployed A/B tests to evaluate layout, messaging, and structure
Rolled out new screenshots based on performance-driven hypotheses
Applied concise headlines, brand-aligned visuals, and feature highlights
Updated Google Play feature graphics to align with category trends and boost visual appeal

For established apps with strong brand equity, ASO isn’t about fixing what’s broken – it’s about sharpening what already works. When millions of users already recognize your app, even small changes can have a big impact – both positive and negative.

That’s why it’s crucial to treat every metadata update or visual test with precision. A full creative overhaul might seem exciting, but for brands with loyal audiences, it can feel like a rebrand. With big names, ASO is about evolution, not disruption.
Tamuna Tushishvili
Senior ASO Manager at SplitMetrics Agency

Metadata Results

Our metadata efforts led to a measurable expansion in keyword footprint, visibility, and install volume.

Key outcomes:

Continuous updates improved positioning for high-value and branded keywords
Top 10 keyword rankings increased, expanding discoverability
Conversion rates improved as visibility aligned with user search intent
Results reaffirm the impact of sustained metadata iteration in unlocking long-term growth

texPlus case study: experiment iteration summary, App Store — SplitMetrics Agency’s texPlus case study: summarization of key outcomes for consecutive experiment iterations for the App Store.

texPlus case study: experiment iteration summary, Google Play — SplitMetrics Agency’s texPlus case study: summarization of key outcomes for consecutive experiment iterations for Google Play.

Creative Results

Creative optimization focused on clarity, value communication, and platform-specific behavior. Through iterative testing, we:

Identified high-performing creative strategies that resonated with users
Validated design choices that drove meaningful uplifts in engagement and installs
Delivered initial standout screenshot test that triggered a significant organic install spike by 59%
Reinforced brand presence with optimized feature graphics on Google Play
Improved conversion indirectly boosted impressions by signaling stronger performance to store algorithms

textPlus: case study, condition-based ad campaign management, App Store — SplitMetrics Agency’s texPlus case study: impact of creative optimization on campaign performance.

textPlus: case study, screenshot update, App Store — SplitMetrics Agency’s texPlus case study: impact of screenshot optimization on the App Store.

textPlus: case study, product page optimization, App Store — SplitMetrics Agency’s texPlus case study: results of product page optimization on the App Store

textPlus case study: screenshot update, Google Play — SplitMetrics Agency’s texPlus case study: results of screenshot optimization on Google Play

textPlus case study: feature banner experiments, Google Play — SplitMetrics Agency’s texPlus case study: feature banner experiments results for Google Play

Conclusion

The textPlus case study highlights the powerful impact of continuous ASO – where strategic keyword targeting and data-backed creative testing work hand in hand.

By aligning metadata with user intent and consistently refining visuals, we drove meaningful gains in organic visibility and installs, while strengthening the app’s competitive position.

This end-to-end approach proves that effective ASO isn’t just about rankings – it’s a long-term growth engine. In crowded markets, ongoing optimization remains essential for sustainable success.