87% Increase in Organic App Installs for Airtel Wynk
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.
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.
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.