How Infidigit Helped a Life Insurance Brand App to Rank for Competitive Keywords on the Play Store.
The Client
Life Insurance Brand is one of the leading life insurance companies in India. It is a joint venture between Life Insurance Brand, one of India’s largest private sector banks, and Prudential Corporation Holdings Ltd., a leading international financial services group headquartered in the UK. The company offers a wide range of life insurance products, including protection plans, wealth creation (investment-linked) plans, retirement plans, and health insurance products.
Life Insurance Brand has strategically enhanced its digital presence through App Store Optimization (ASO). Aiming to improve user engagement and increase policy conversions via its mobile app.
The Objective
Rank Improvement:
- Rank Improvement for Business-Related Non-Brand Keywords for the Play Store
Simplify Policy Management:
- Enable customers to easily view, manage, and update their life insurance policies anytime, anywhere.
- Allow customers to track premium payments, policy status, claims, and fund performance.
Facilitate Self-Service:
- Empower users to make service requests (e.g., fund switches, premium redirection, nomination changes) directly through the app without needing branch visits or paperwork.
Seamless Claims Processing:
- Provide a fast and simple way to initiate and track claims.
- Improve transparency and turnaround time for claim approvals.
Increase Customer Engagement:
- Offer personalized notifications, reminders for premium due dates, maturity updates, and renewal offers to stay engaged with users.
Enhance Security and Trust:
- Implement secure login methods (biometric authentication, OTPs) and encrypted transactions to protect user data and build trust.
The Challenge
Several challenges impacted the App’s performance and visibility, including:
Low Keyword Rankings:
- The App was ranking on irrelevant keywords on the Play Store & App Store
- Many high-priority keywords were not ranking well, limiting visibility in search results.
Limited App Discoverability:
- The app was not appearing prominently in app store search results, reducing potential downloads and user engagement.
Suboptimal ASO Strategy:
- The existing App Store Optimization (ASO) strategy wasn’t effectively targeting relevant keywords or optimizing app metadata (titles, descriptions, and screenshots).
High Competition:
- The app faced tough competition from other insurance and finance apps, making it hard to stand out in the crowded market.
Poor Reviews and Ratings:
- Negative feedback, particularly related to bugs, UI/UX issues, and slow performance, contributed to a lower average rating, impacting visibility and credibility.
The Solution
1. Improved Keyword Optimization:
- Conducted a comprehensive keyword analysis to identify high-priority and relevant keywords for the insurance and finance sectors.
- Optimized the app’s metadata (name, title, description) to align with the best-performing and most relevant keywords on both Play Store and App Store.
- Implemented a more focused keyword strategy, targeting both short-tail and long-tail keywords that had higher search volume and relevance, resulting in better discoverability.
2. Enhanced App Discoverability:
- Implemented a targeted ASO (App Store Optimization) strategy by improving the app’s visibility in the app stores.
- Focused on optimizing the app’s icon, screenshots, and promotional texts to boost engagement and downloads.
3. Optimized ASO Strategy:
- Reworked the App Title and Description to include high-ranking, relevant keywords, ensuring a better match with user search queries.
- Introduced regular updates to keep metadata fresh and relevant, ensuring the app stays aligned with evolving market trends and search behaviours.
4. Addressing High Competition:
- Analyzed competitor apps to understand their strengths and weaknesses, using this insight to differentiate the Life Insurance Brand.
The Result
By executing the above strategy, we saw a substantial improvement in keyword rankings within just 6 months, resulting in a significant increase in the rankings of Life Insurance Brand ASO on both the Play Store and App Store.
- Ranking Improvement:
Ranking Summary | March 2025 | October 2024 |
Rank 1 | 38 | 1 |
Rank 2 – 5 | 64 | 2 |
Rank 6 – 10 | 36 | 4 |
Rank 11 – 20 | 41 | 5 |
Rank 21 – 50 | 38 | 4 |
51 and Above | 34 | 233 |
Here in the above table, we can see an improvement in the overall Ranking Bracket.
3467%
Improvement in Rank 1 Bracket
7005%
Improvement in the Top 5 Rank Bracket
7933%
Improvement in the Top 10 Rank Bracket
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