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.
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
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
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.
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