Challenge
In the fast-paced and competitive app store landscape, maintaining organic visibility is a constant challenge, particularly in a dynamic market like cryptocurrency.
For Bitcoin.com, this challenge became even more pressing following an App Store algorithm update on March 12, which caused a noticeable decline in their app’s organic visibility.
Faced with growing competition and the critical need to remain prominent in search results, the client reached out to us for support. Their objective was clear: revamp and optimize their app store product page—focusing on both metadata and creatives—to regain and enhance organic visibility.
Solution
SplitMetrics Agency got to work with a focused App Store Optimization (ASO) strategy that tackled the issue from different angles:
In-Depth Analysis
- Research: We analyzed competitors and market trends to understand what worked for others.
- Audience Insights: Looked at user behavior and category standards to find opportunities.
- Page Audit: Reviewed their app store page to pinpoint what needed improvement.
Keyword Strategy
- Refinement: Removed underperforming, low search volume keywords that diluted the app’s visibility.
- Prioritization: Targeted high-search-volume keywords aligned with the app’s core offerings.
- Expansion: Identified and optimized for relevant keywords where the app wasn’t ranking, opening new avenues for organic installs.
Creative A/B Testing
- Screenshot Optimization: Conducted A/B testing with PPO (Product Page Optimization) for new screenshots. This process identified the visuals that most effectively captured the attention of the target audience and drove engagement.
Results
Metadata Results
The metadata update for the US market delivered strong results, focusing on three key pillars: Visibility Score, Keyword Ranking, and App Store Performance.
Visibility Score
Increased by 18.32%, directly attributed to the updated text metadata.
Keyword Ranking
The updated keyword strategy significantly improved rankings for critical terms.
Example 1: “Currency”
By leveraging cross-keyword combinations, we added “currency” to target the keyword “cryptocurrency.“
Result: After the metadata update, we achieved a ranking of #47, reflecting a growth of +204 positions. While indexation often takes more time, in this case, the newly added keywords delivered rapid performance improvements.
Example 2: “Metamask”
To strengthen the relevance for related terms, we added “metamask.” Results:
- Ranked #22 for “metamask” (+229).
- Ranked #19 for “metamask wallet” (+232).
- Ranked #30 for “metamask blockchain wallet” (+221).
Overall Improvements
The targeted keyword rankings showed significant growth across several high-value terms. Examples of improved top-ranking keywords include:
- Crypto Defi: Current rank #2, growth +4.
- BTC: Current rank #2, growth +1.
- Defi: Current rank #4, growth +7.
- Defi Wallet: Current rank #4, growth +1.
- Bitpay: Current rank #9, growth +3.
App Store Performance
Before the metadata update, first-time downloads were declining. After the changes, there was a 10.74% increase in first-time downloads, marking a clear positive shift in performance.
Creative Results
Our hypothesis was clear: aligning screenshots with the brand and using concise, impactful headlines would improve key performance metrics.
Post-optimization results confirmed this:
- +10.99% increase in page views (unique devices) from search traffic.
- +17.9% increase in first-time installs from search traffic.
Key Takeaways
This case study demonstrates the importance of a well-rounded ASO strategy that integrates metadata optimization with creative testing. For Bitcoin.com, this approach reversed declines in organic visibility caused by algorithm changes and established a foundation for sustained growth in a competitive market.
Key Results at a Glance
Metadata:
- +18.32% visibility score improvement.
- +10.74% first-time downloads from search traffic.
Creatives:
- +9.25% impressions from search traffic.
- +10.99% page views from search traffic.
- +17.9% first-time installs from search traffic.
Ready to achieve similar growth for your app? Contact SplitMetrics Agency today to get started!
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