87% Increase in Organic App Installs for Airtel Wynk

Objective

The music streaming industry has been growing driven by evolving users ready to pay for good quality music however the competition from market leaders is fierce.

Airtel Wynk already had a good brand keyword coverage, but Airtel wanted to increase its new user base. The objective was to increase non-brand search contribution to app installs.

Strategy

Our strategy was to identify app store optimization opportunities based on comprehensive research of the competitor landscape of popular music streaming apps.

The shortlisted keywords were implemented on the store listing with continuous A/B testing and reiterations.

Execution

We started with a thorough keyword gap analysis based on industry benchmarks and competition.

The shortlisted core keywords served as the guardrails for optimizing store listing elements like Short Description, Long Description, App title, and Key Conversion Rate factors like Creatives and Reviews & Ratings.

Continuous A/B testing was conducted for Short Description, Long Description & Creatives for better rankings and install rates.

Client Testimonial

“Our partnership with Merkle Sokrati led to a continuous improvement in organic traffic for Wynk Music’s App. The team’s creative and unique ideas have always helped us gain powerful insights. The AB Testings, Screenshot Suggestions, Competitive Research and Benchmarking done by the team have helped us retain the 1st position in the overall Music Category on the Play Store. We have seen good improvements in rankings, organic store listing visitors, acquisitions and conversion rates on the Play Store.”