The mobile music streaming market is one of the most popular—and toughest—categories in the app world. In 2018, music apps ranked third in user spending in the U.S., according to Sensor Tower, trailing only behind games and entertainment. With industry giants like Apple, Google, Spotify, Yandex, and Deezer dominating the top spots, breaking through the competition isn’t easy.

For a new app like MeloDroid, the challenge was even greater. Despite offering a sleek, lightweight, and free music streaming experience, it was just one of many apps fighting for user attention.

Launched in July 2018, MeloDroid had a promising concept, but visibility in the Google Play Store proved to be a major roadblock. With almost no organic traffic and relying solely on a single ad placement—a banner on a related music site—growth was slow and inconsistent.

“Is it possible to carve out a niche in this overcrowded market with minimal resources? Yes! I created the MeloDroid app, and within a few months, it became one of the leading apps in the category.”

— Roman N., the developer of MeloDroid.

But before that success, the struggle was real. Despite experimenting with different promotional tactics, app installs barely moved, and conversion rates remained flat. The app had potential, but it was getting lost in the noise.

The big question was: how could MeloDroid increase app installs and stand out in such a crowded space?

MeloDroid is an independent music streaming app created by Roman N., a solo developer passionate about offering a lightweight, user-friendly alternative to mainstream platforms. The app provides free music streaming with ads for monetization and takes up only 3 MB of storage. The minimalist interface allows users to easily access a playlist of popular tracks, explore different genres, and switch to their favorite music. After its initial launch in Russia, MeloDroid expanded to the U.S., Germany, France, and Spain, broadening its reach to an international audience.

To break through the competition and drive more app installs, MeloDroid needed a strategic and well-executed ASO (app store optimization) approach. We focused on improving visibility, increasing conversion rates, and sustainable organic growth.

Here’s how we tackled it step by step.

We started with the basics, identifying high-impact keywords to help MeloDroid rank higher in Google Play search results.

• Using LoveMobile’s platform, we analyzed search terms based on volume and competition, narrowing them down to the 40 most promising music-related keywords.
• Out of those, we identified online music as the top-ranking and most relevant keyword, making it the primary target for optimization. Besides that, we focused on long-tail keywords (specific, low-competition keywords) to get more app installs from niche user searches.

With these insights, we set out to boost MeloDroid’s visibility in search results and improve its ranking for high-impact keywords to get more app installs. Refining the title and description, we strived to make it easier for potential users to find MeloDroid, increasing the chances they’d hit that install button.

First, we placed the primary keyword—online music—directly in the app title. Since Google Play’s algorithm favors keyword-rich titles, this simple change helped the app rank higher for relevant searches.

When optimizing the description, we focused on making it search-friendly and engaging for users. Here’s what we did:

• Naturally incorporated high- and mid-frequency keywords and complementary terms like playlist, music, and tracks to improve discoverability.
• Added genre-specific terms to attract users searching for music by style, further driving mobile app installs.
• Maintained an optimal keyword density without overstuffing, ensuring the text remained natural and easy to read.
• Structured the description into clear, engaging sections to enhance readability and boost conversions.
• Introduced compelling calls-to-action (CTAs) to encourage users to download and interact with the app.

When users scroll through the app store, they make split-second decisions about which apps to explore and install. We knew MeloDroid’s visuals had to do more than look good—they had to stop the scroll, spark curiosity, and drive more app installs.

• We started by studying the top players in the music streaming category, analyzing what made their visuals work, identified patterns in what drove higher conversion rates, and gathered insights for MeloDroid.
• We revised the messaging for the screenshots, keeping it short, impactful, and focused on what users care about most. Instead of generic descriptions, we highlighted MeloDroid’s unique benefits with engaging, value-driven statements that instantly communicated why it was worth downloading.
• Next, we reimagined the app’s visuals, creating a set of screenshots designed to grab attention, using high-contrast colors, sleek typography, and a clean, modern layout. Each screenshot was carefully structured to showcase a key user benefit—making it easier for potential users to see the value and take action.

We applied the same strategy for other markets—the U.S., Germany, France, and Spain—to connect with users across different regions. Here, we needed to tailor our approach, speaking their language not just linguistically but also how they search for apps.

• We conducted in-depth keyword research for each market, identifying high-performing regional search terms to position MeloDroid exactly where international users were looking.
• We invested in professional, native-level translations—to ensure the phrasing felt natural and culturally relevant. A few tweaks in tone and wording made a big difference in engaging users and increasing app downloads.

One surprising insight from our research was how users in non-English-speaking countries search. Many skip diacritical marks—typing musica instead of música or uber instead of über. To optimize for this behavior, we took a dual approach:

• We used Latin characters in titles and subtitles to maximize search exposure.
• Kept native alphabet in descriptions to maintain accuracy and engagement.

This strategic step aimed at helping MeloDroid rank for both variations, expanding its reach without compromising the user experience.

The chosen strategy proved right since we observed the results that exceeded our and the client's expectations.

“Honestly, the results surprised me! Though part of the success might be attributed to the lack of strong ASO from competitors, the right keyword selection and the improved graphics absolutely made the app more visually appealing.

My experience showed that even in a crowded market, it's possible to make huge strides and grow the user base significantly just by optimizing the app’s store page.
I was worried that the money I allocated for ASO would go to waste again, but LoveMobile's effort paid off within the first few months. Even now, the optimization continues to bring in valuable organic traffic. So, the answer to my big question is—yes, ASO can be profitable and even a key part of mobile marketing.

Many thanks to the entire LoveMobile team and manager Irene for the excellent work on my project!”

— Roman, the developer of MeloDroid

But let's look at the results in more detail.

With strategic keyword optimization and improved app store visuals, MeloDroid saw a 44x increase in organic installs in just three months.

• July: 194 installs
• September: 8,559 installs
• November: 45,000 installs—a 9x increase in just four months!

Optimizing the store listing wasn’t just about getting more visibility—it also convinced more users to download the app.

• Before ASO: 10.5% conversion rate (page views to installs)
• After ASO: 18% conversion rate—a 70% improvement in efficiency

Within a week of indexing, MeloDroid’s newfound visibility pushed it into the Top 50 in the respective category and the Top 5 for several high-impact keywords like “online music.”

• Page views tripled, drawing in even more potential users.

Unlike many competitors that rely on paid acquisition, MeloDroid’s growth was fueled entirely by organic discovery.

• Even with the same 77,000 pre-ASO traffic volume, the improved conversion rate meant an additional 5,700 monthly installs—at no extra cost.

Unlike many competitors that rely on paid acquisition, MeloDroid’s growth was fueled entirely by organic discovery.

• Even with the same 77,000 pre-ASO traffic volume, the improved conversion rate meant an additional 5,700 monthly installs—at no extra cost.

ASO strategies were adapted for four additional markets—USA, Germany, France, and Spain—driving international growth.

• A dual-language keyword strategy (Latin characters for search visibility, native alphabets for engagement) maximized reach in non-English-speaking regions.

“In the MeloDroid case, we didn’t use incentivized traffic, as that was the client’s request. By focusing solely on ASO, we achieved double the impact: first, the app’s visibility in the store increased, making it easier for users to find it on the Play Store. Second, the conversion rate from page view to install improved significantly, which will help lower the cost per install (CPI) for future traffic sources.”

— Irene Orekhov, Account Manager at LoveMobile.

App store optimization should be your first priority after launch.

Reach out to discuss how we can help boost organic traffic for your app.