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Increased Organic Downloads on Google Play more than 450% with ASO

SuperScale helped NimbleBit’s flagship game Tiny Tower to power its app growth and boost organic downloads on Google Play by more than 450%. Find out how they did it with AppTweak’s Keyword Research and Competition Monitoring tools!

About Superscale

SuperScale is a full-funnel growth platform that helps games and blockchain apps reach their maximum business potential and bring new audiences to the metaverse.

Challenge

In 2020, SuperScale started working with their client NimbleBit, an American game developer and publisher. SuperScale helped them improve the attractiveness of NimbleBit’s flagship game: Tiny Tower.

Early on, the SuperScale team realized that Tiny Tower was lacking visibility on Google Play due to its outdated product page, dating back to 2011. Bringing NimbleBit’s game to modern players, while maintaining its originality, was challenging.

At first, SuperScale implemented paid user acquisition to target app installs through advertising campaigns. However, the traffic and conversion results weren’t satisfying. To optimize Tiny Tower’s app store page, SuperScale then decided to focus on ASO and, more specifically, on creative and keyword optimization.

Solution

Following ASO best practices, SuperScale relied on AppTweak’s leading ASO tool to perform diligent market and competitor research before updating Tiny Tower’s Google Play Store listing.

1. Improving app title and description

SuperScale used AppTweak for their keyword research and analyzed metrics, such as keyword search volume, chance, and difficulty score

By using AppTweak’s Keyword Research & Suggestion Tools, SuperScale not only targeted the most relevant keywords to change Tiny Tower’s descriptions (short and long) and app title, but also found missed opportunities and keywords that could offer the best chances to rank for. This research was crucial to increasing Tiny Tower’s organic growth, in spite of its low category ranking. 

AppTweak’s Competition Monitoring Tool was beneficial to easily spy on Tiny Tower’s competition and find insights on how competitors ranked on keywords over time. This was essential to analyze keywords used by competitors in the industry and create optimal descriptions. 

Testing app icons and screenshots

After Tiny Tower's title and descriptions were optimized, SuperScale started focusing on improving the icon alongside the screenshots. To do this, SuperScale used AppTweak’s ASO Timeline to analyze competitors' updates and their creative optimizations over time. 

Tracking competitors helped SuperScale correctly benchmark Tiny Tower against other games. Competitive benchmarking was key in the process of creating and testing new creative assets, such as promo videos, characters, background scenes, and feature graphics. Moreover, by monitoring competitors’ metadata changes over time, the SuperScale team understood the importance of updating creative assets every month in order to keep up with the competition in the gaming industry. 

After spying on competitors’ data and creating new creative assets, SuperScale set up A/B and A/B/C tests to see how different screenshots, icons, and color palettes performed against the competition.

Results

SuperScale successfully implemented ASO best practices with the support of AppTweak. After 2 weeks, results on Google Play were already visible in creatives’ conversion rate and store listing acquisitions. The first version of Tiny Tower’s app icon resulted an increase in conversion rate of +6.4% in Q1 2022. 

Before and After versions of the TinyTower icon
Testing different icon variants of Tiny Tower

Overall, by optimizing Tiny Tower’s keywords and app page, SuperScale generated a search traffic increase of +25% and +454% in browse traffic. Optimizing keywords and creatives provided a huge boost in visibility in Google Play Explore, which resulted in a new influx of downloads.

Histogram showing evolution over time of Store listing acquisitions, with a strong increase after descriptions changes
Android Store Listing Acquisition

SuperScale is now planning to use its learnings gained from the optimization of Tiny Tower’s app page to optimize other apps in Nimblebit’s portfolio. Also, using AppTweak as a support to their own proprietary software helps SuperScale see the potential for clients’ organic growth.

Milan Strba, Head of Growth Marketing

Milan Strba, Head of Growth Marketing

We chose to complement our proprietary software and internal expert knowledge with AppTweak. Our choice was based on AppTweak’s user-friendliness. The tool is robust yet so easy to navigate. AppTweak helped us with:

  • Increasing team proactivity and creativity by spying on the competition 
  • All insights in one tool
  • Instant analysis of the insights gained

Features used

Competition Monitoring

Monitor your competitor metadata updates and detect when they are running A/B tests on Google Play.

Learn more

Keyword Research & Suggestions Tools

Find the search terms users use most when searching in the app stores.

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ASO Timeline

Learn from your competitor’s metadata updates or spy on their mobile app A/B tests.

Learn more
  • AppTweak answered our need to improve not only our organic installs but also our overall conversion of page views to installs.

    Elizaveta Kostyukhina

    Head of User Acquisition at Supersolid
  • AppTweak is clear, visual and effective.

    Anastazia Mrozek

    Campaign Manager at an App Marketing Bureau
  • The AppTweak team’s global reach, data and vision allow you to expand and scale

    Brian Carr

    VP Medisafe™

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