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The Client
Incorporated in 2007, a well-established EdTech pioneer has become one of India’s most trusted digital education platforms. The platform supports both learners and educators through innovative, tech-driven educational solutions.
With a vision to make quality education accessible to all, the brand has built a comprehensive end-to-end learning ecosystem that spans beyond India to global markets, including Singapore, Kuwait, the UAE, Qatar, and South Africa. As per recent estimates, the platform holds a valuation of approximately $68.7 million, reinforcing its leadership in the education technology space.
The Objective
To amplify its mobile app’s growth, the EdTech platform set its sights on a targeted App Store Optimization (ASO) strategy. With Infidigit’s support, the following core objectives were outlined:
- Increase app downloads by 100% through non-branded keywords
- Enhance app visibility and ranking for high-intent, non-branded search terms
- Grow app listing traffic by 200% via non-brand organic search on app stores
The overarching goal was to drive scalable, high-quality user acquisition by leveraging organic discovery within app marketplaces.
The Challenge
The teaching app faced stiff competition in a saturated EdTech landscape, with several well-established players already dominating app store visibility. As a relatively new entrant, the app lacked the historical performance and user base needed to organically compete with larger brands.
To meet expectations, Infidigit had to implement a comprehensive App Store Optimization (ASO) strategy that went beyond keyword targeting. The challenge required a holistic approach encompassing:
- Keyword optimization for maximum discoverability
- Enhancing visual assets (icons, screenshots, and previews)
- Improving the app’s UI/UX to support retention and conversion
- Implementing a review and rating management system
- Optimizing content and metadata for relevance and keyword alignment
- Addressing technical issues affecting app performance and user experience
The key challenge was not only to gain visibility and increase installs, but to do so by outperforming well-known competitors in the same space—without relying on branded search traffic.
The Solution
After identifying App Store Optimization (ASO) as the cornerstone of the growth strategy, Infidigit launched a full-scale ASO campaign built around the following key elements:
1. Keyword Research
Infidigit conducted comprehensive keyword research to identify high-intent search terms users were likely to enter, including variations like “teaching app,” “online teaching app,” and “teachers app.” The focus was on non-branded, discovery-driven keywords to improve visibility among new users.
2. App Title Optimization
The app title plays a pivotal role in search visibility. Infidigit conducted a competitive analysis and added strategically relevant keywords—such as “online”—to increase relevance and search discoverability.
3. Short Description Enhancement
More than just keyword stuffing, the short description was crafted to act as a compelling invitation to users, balancing keyword integration with persuasive messaging that encouraged downloads.
4. Long Description Structuring
Utilizing the full 4,000-character limit allowed by the Play Store, Infidigit structured the content by placing priority keywords at the top, which Google considers more heavily for indexing and relevance.
5. Visual Optimization – Screenshots
High-impact visuals were introduced to highlight key app features and benefits. Infidigit recommended adding eight screenshots with headline-style text overlays, making it easier for users to understand the app’s value at a glance.
6. Technical Optimization
App update frequency was calibrated carefully—not too often, not too rare—to ensure the store algorithms had enough time to index new keywords while keeping the app content fresh and aligned with evolving trends.
7. Review Management
To address negative user sentiment, Infidigit categorized user reviews to identify recurring issues. For example, login-related complaints were flagged and resolved, leading to a visible drop in negative feedback tied to that issue.
8. Creative & Update Calendar
Competitive benchmarking revealed the need for structured update cycles. Infidigit developed an “App Update Frequency Calendar” that enabled the platform’s technical team to roll out updates strategically, improving app stability, user satisfaction, and discoverability.
The Result
Within six months of implementing the ASO strategy, the EdTech platform experienced substantial improvements across app store performance metrics:
- Significant increase in store listing acquisitions on both Google Play and Apple App Store
- 25+ non-brand keywords ranked in the top 10 on the Google Play Store
- 15+ non-brand keywords ranked in the top 10 on the Apple App Store
- From having no rank in the education category, the app achieved a ranking of #74 on the Play Store within six months
- Substantial growth in store listing visitors, reflecting higher discoverability and improved app visibility
759%
25+
74
926%
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