How Bolt achieved +8.6% incremental installs with organic custom product pages

Key takeaways

Challenge

At Bolt, app store marketing is treated as a continuous optimization effort. The app team actively explores new features across the App Store and Google Play – including promotional content, in-app events, and custom product pages – to improve relevance and discoverability in organic search.

Custom product pages were already part of Bolt’s acquisition strategy, used to match users’ search intent with tailored creatives in paid campaigns.

When Apple released organic custom product pages in July 2025, Bolt identified an opportunity to bring this intent-based approach to organic search. For the first time, custom product pages could influence Bolt’s organic growth, not just paid traffic.

The key question was whether organic custom product pages could drive incremental installs beyond existing organic performance – and whether they were worth adopting in Bolt’s long-term App Store strategy.

Solution

Applying organic custom product pages

Bolt applied organic custom product pages using creatives that were already in use for paid campaigns. The team started targeting the intent “airport transfers,” a use case with clear search demand and strong relevance.

By relying on proven creatives, Bolt could better isolate the impact of organic custom product pages since their mechanics differ from paid campaigns.

Bolt used AppTweak’s Creative Explorer to research market trends around custom product pages and keep the ASO team informed without manual app store checks.

Measuring incremental impact with AppTweak

Incrementality was already a familiar concept at Bolt. To determine whether organic custom product pages were driving additional installs for the Bolt ride app, the team used AppTweak’s incrementality feature to measure their true impact on downloads.

Results

Within a week of launching organic custom product pages, Bolt observed a clear surge in organic search traffic.

Incrementality analysis confirmed that this uplift translated into a +8.6% increase in net-new installs for the Bolt ride app worldwide. These results demonstrated that organic custom product pages drove incremental growth for Bolt beyond expected trends.

What’s next

With the incremental impact of organic custom product pages confirmed – and as tailored experiences become increasingly central on the App Store – Bolt plans to deepen its investment in customized app store experiences.

The Bolt team will continue to partner with AppTweak to support structured testing, reliable measurement, and cross-team alignment as part of its long-term app store growth strategy.