How AstroChat.com improved conversion rates by 30-40% on Google Play

Challenge

AstroChat.com was launched as a new app in a highly competitive astrology category in India, dominated by players with strong brand recall and a mature app store presence.

Developed by an established parent company, AstroChat.com entered the market without an app store footprint and needed to build visibility and installs from the ground up.

In the early growth phase, the team faced two key constraints:

• Limited acquisition budgets, making organic growth and listing efficiency critical.
• The need to build a zero-to-one ASO foundation that could compete on visibility and conversion from day one.

From the outset, the team used AppTweak to ensure AstroChat.com’s Play Store and App Store listings were built on data rather than assumptions.

Solution

Over a three-month period, the AstroChat.com team used AppTweak to analyze competitors, identify conversion levers, and run structured experiments across key Play Store elements.

Building a zero-to-one ASO foundation

The team relied on several features to guide their growth decisions:

• Keyword research to identify competitor keywords, assess search volumes, and prioritize terms to integrate into metadata strategically.
• Competitor & creative analysis to study how top astrology apps positioned themselves visually and textually across store listings on both Google Play and the App Store.
• Timeline & metadata history to understand which changes competitors made over time and what appeared to drive improvements in rankings or installs.
• Analytics & performance tracking to benchmark AstroChat.com’s performance against competitors and evaluate the impact of each experiment.

Executing iterative ASO experiments

Based on these insights, AstroChat.com ran six A/B-style experiments over two months, iterating only on elements that showed measurable impact:

• Short description optimization (mid-March 2025)
• Creative flow experimentation (mid-April 2025)
• Long description optimization (early May 2025)
• Short description iteration with expanded categories (early August 2025)
• Full metadata refresh with new category and high-volume keywords (late November 2025)

Each update was informed by AppTweak’s competitive intelligence, allowing the team to test quickly, discard underperforming variants, and scale winning changes.

Results

Across six experiments executed over two months, AstroChat.com achieved a 30-40% cumulative uplift in click-to-install rates on Google Play.

At the same time, AstroChat.com saw a clear upward trend in downloads on Google Play. The cumulative impact of higher CTI, as well as iterative metadata and creative updates, translated into sustained install momentum over time, as reflected in AppTweak’s download estimates.

Several optimizations stood out:

• Creative flow experimentation
  Three screenshot sets with different CTAs, UI emphasis, and messaging were tested. One variant drove a 5% uplift in installs versus the others, and rolling out the winning assets resulted in a further 10% increase in overall CTR.
  
• Short description optimization
  Improved keyword alignment led to higher visibility and stronger CTR, contributing to incremental install growth.
  
• Long description optimization
  A more user-friendly structure with refined keyword targeting delivered a 2% uplift in installs compared to the previous version.
  
• Expanded category messaging
  Highlighting additional use cases, such as horoscopes and Kundali matching, in the short description resulted in an additional 2% install increase, with no changes in marketing spend or mix.
  
• Metadata refresh
  Introducing new category keywords and untapped high-volume terms drove a 4% improvement in installs over the prior metadata.

Thanks to the above efforts, the AstroChat.com team was able to scale conversion rates by 30-40%.

In parallel, AstroChat.com’s keyword rankings steadily improved across core astrology-related search terms.

By leveraging AppTweak’s keyword research, metadata history, and competitor analysis, the team was able to prioritize high-impact terms and refine descriptions over time, resulting in stronger visibility within a competitive category.

Beyond performance gains, AppTweak fundamentally changed how the team worked. The team’s store analysis, competitor benchmarking, and experimentation moved from manual, fragmented processes to data-backed, faster decision-making, enabling scalable ASO efforts even with limited resources.

What’s next:

Moving forward, the AstroChat.com team plans to continue scaling growth across organic and paid channels by:

• Strengthening ASO foundations on Google Play and the App Store.
• Further optimizing the click-to-install funnel.
• Launching custom pages for key languages and regions to increase relevancy and conversions.