Home > Case Studies > Finance App ASO Case Study
The Client
A leading financial services provider in India, offering a comprehensive suite of products—from equity and derivatives trading to wealth management and research-backed investment services—the brand is widely recognized for its high-performance online trading platform and leadership across multiple financial segments.
The Objective
To strengthen its digital footprint in the mobile app ecosystem, the brand partnered with Infidigit with a focus on the following key objectives:
- Increase the number of keywords ranking for both the Google Play Store and Apple App Store
- Boost traffic to the app listing via high-intent non-branded keywords
- Gain recommendations for in-app feature improvements to further enhance the user experience and engagement
The Challenge
Operating in a highly competitive financial services market, the app faced stiff competition from well-established players with strong digital footprints. To stand out and gain visibility, it was essential to implement a comprehensive App Store Optimization (ASO) strategy.
Infidigit identified the need to address multiple areas simultaneously, including:
- In-depth keyword research to target high-intent, non-branded search terms
- UI/UX enhancements to improve user retention and in-store conversion rates
- Review and rating management to build trust and improve app credibility
- Technical improvements to ensure smooth performance and better indexing by app store algorithms
A holistic approach was required to elevate the app’s rankings, improve discoverability, and drive more qualified traffic in an already crowded space.
The Solution
To enhance app visibility and user engagement in a competitive financial services landscape, Infidigit adopted a multi-faceted App Store Optimization (ASO) strategy. Each element of the strategy was tailored to address key performance gaps while boosting keyword rankings and user experience. The approach included:
1. Comprehensive ASO Audit (Play Store & App Store)
A detailed audit was performed covering all critical ASO components, including:
- App name, short and long descriptions
- Icons, screenshots, promotional video, and feature graphic
- App size and update frequency
- User reviews, ratings, and issue warnings (e.g., from Google)
- Competitive benchmarking against top financial apps
2. Keyword-Rich Metadata Optimization
Infidigit conducted extensive keyword research, classifying terms into primary and secondary buckets based on intent and search volume. The following metadata elements were optimized:
- App title, short description, and long description
- Developer name and content localization (multilingual A/B testing for long descriptions)
3. Android Vitals Optimization
Based on crash and ANR (Application Not Responding) insights, technical improvements were implemented to stabilize the app. As a result, the app saw a 99.45% reduction in crash rates, significantly improving Android Vitals and app performance.
4. App Visual Enhancements
Infidigit shared recommendations to improve app visuals and user communication through:
- Updated screenshots highlighting the app’s features, journey, and benefits
- A promotional video strategy to visually explain app functionality and value
5. Review & Rating Analysis
An in-depth analysis of user reviews helped identify recurring negative feedback. Infidigit then provided actionable insights to improve app stability and functionality—ultimately enhancing user satisfaction.
6. App Feature Suggestions for Improved UX
To boost user experience and in-app engagement, Infidigit recommended feature enhancements such as:
- In-app review prompts to boost rating volume
- In-app update notifications
- Multiple login methods to simplify onboarding
General UX improvements to encourage retention and positive feedback
The Result
The strategic execution of Infidigit’s ASO initiatives delivered remarkable improvements across key performance indicators. From higher visibility in app stores to stronger keyword rankings and reduced technical issues, the campaign demonstrated the power of well-orchestrated optimization in driving app success.
Increase in keyword ranking within the top 5 and top 10 positions
| Play Store Summary | |||
| # Keywords | Base Ranking Sept’22 | Rankings as of July’23 | % Growth |
| Top 5 | 1 | 8 | 700.00% |
| Top 10 | 2 | 34 | 1600.00% |
| App Store Summary | |||
| # Keywords | Base Ranking Sept’22 | Rankings as of July’23 | % Growth |
| Top 5 | 8 | 13 | 62.50% |
| Top 10 | 11 | 17 | 54.55% |
| Keywords Ranking in Top 10 | |||
| Keywords | Search Volume | Base Ranking Sept’22 | Rankings as per 31st July’23 |
| demat account | 5,100 | 44 | 10 |
| Share market investment | 2,800 | 12 | 10 |
| trade futures | 1,500 | – | 10 |
| Demat account opening | 1,300 | 30 | 5 |
| Open Demat account | 1,300 | 10 | 5 |
| demat | 1,300 | 17 | 5 |
| Share Market India | 1,300 | 135 | 8 |
| investment app | 1,300 | 31 | 10 |
| share bazar | 1,300 | unranked | 10 |
| Best share market app | 1,000 | 26 | 9 |
700%
1600%
62.5%
54.5%
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