Extramark Teaching App ASO Case Study

How Infidigit helped Extramarks with 759% Lift in App Installs Via ASO

Whether you are a teacher at a school, coaching centre or private tutor Extramarks Teaching App has got you covered. Access an extensive content repository, manage a classroom, carry out assessments, and have real-time interaction with students everything with all-in-one-app for effortless teaching.

The Challenge

Extramarks Teaching App has fierce competition in the market. With some big names already present, the team had to bring their A-game to meet the brand’s expectations. We had to take a holistic optimization approach which included keywords, visuals, UI & UX of the application, review management, content, technical, etc.

Objectives

  • Increase the downloads by 100% from Non-brand terms
  • Improve the performance and visibility of the app on non-brand keywords
  • Increase visitors by 200% to the app listing via non-brand keywords

What Infidigit Provided them ?

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Increase in Store Listing Acquisitions

With a customized ASO strategy, Team Infidigit increased the store listing acquisitions by 759% for both the Play and App stores.

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Non-brand Keywords in the top 10 position for Google Play Store

In six months, with combined efforts from team Infidigit and Extramarks, we were able to rank 25+ keywords in the top 10 positions.

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Improvement in Category Ranking on Google Play Store

From nowhere in the education category, Extramarks Teaching App started ranking 74 in just six months.

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Increase in Store Listing Visitors

The Infidigit team increased Extramark Teaching App’s store listing visitors by 926% in just six months on both Play and App store combined.

How Did We Achieve These Results?

The team started researching all the possible terms people might search for to discover the app.  Several search teams such as “Teaching app,” “online teaching app,” “teachers app,” etc. were targeted.

When it comes to App Store Optimization, the app’s name is a crucial area. So, with detailed competition analysis, we added “online” as a critical term in the app title to make it more relevant to the search terms users are searching to discover the app.

The short description is not only about just keywords but also acts as an invitation to the users, convincing them to download your app. Therefore, the team optimized the short description after the competition analysis and keyword research.

The play store allows the addition of 4000 characters and the team understood that adding the most important keywords at the top has more relevance for Google than the ones placed at the bottom.

Screenshots help you to showcase the important key app features and highlights of the offerings. Post the analysis, actions such as adding eight screenshots on the play store and highlighting the text on the top of the screenshot were suggested.

It was essential to find the right balance because if you update your app too often, the search algorithms won’t have enough time to index your new keywords. And if you do the updates too rarely, you might miss new opportunities.

Post the analysis was done in order to tackle the negative reviews the team bucketed the issues, which helped the brand team to take the right actions. For example, there were a lot of reviews with logging issues which, once fixed, we saw a drop in reviews related to that issue.

The competition analysis not only showed us the importance of regularly updating the app but also how frequently a particular metric must be updated. For the same, the team created an “App Update Frequency calendar” that helped the Extramarks technical team to keep up with the updates. This activity ultimately resulted in overall improved app performance.

Summary

A Solid ASO Strategy resulted in a 759% improvement in the app installs, a 926% increase in store listing visitors, and 15+ non-brand keywords ranking in the top 10 positions. The “App Update Frequency calendar” was a major breakthrough that boosted the Extramarks Teaching app’s performance.

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