When launching a new app, one of the most pressing challenges is establishing a stable user acquisition flow and gathering data to assess product metrics. The client, Maxim Verissimo, faced exactly this challenge with their newly launched Voyage app. With a limited user base and minimal indexation, the app founder needed a strategy that would bring in high-quality users and allow him to experiment with monetization tactics.

The client turned to us in October 2024 after launching Voyage in September of the same year. The app—a photo and video editor—used the freemium business model but struggled to reach the audience, being a freshly launched app in the store.

Their chosen category—Photo and Video—was among the fastest growing in the App Store in terms of revenue. Since 2016, apps in this category have seen some of the fastest revenue growth, with earnings approaching $2 billion in 2019, as reported by Sensor Tower.

While positioned within this highly beneficial and thus saturated category, the app couldn't take full advantage of its potential. Simply being part of it was not enough. The app needed to stand out and be discoverable among thousands of similar apps, which wasn’t happening due to limited exposure and poor app indexation. And those were just a part of the obstacles the app was facing.

1. Low visibility. The app had almost no indexation, with 95% of the relevant keywords unoptimized.
2. Geographic scope. The app needed optimization for several key markets, such as Russia, the UK, the US, Spain, and Italy.
3. Lack of traffic. With limited user acquisition and few installs, it was hard to assess the product's performance metrics or make informed decisions about future growth.
4. Conversion and cost-efficiency. The app's conversion rate was 6.8%, being on par with industry benchmarks (from 6.6% to 6.9%). Still a boost in this area alone wouldn't significantly move the needle in terms of installs.

At this point, the client’s primary goal was to establish a constant inflow of targeted users and ensure a cost-effective approach to advertising—especially important since the app wasn't profitable yet.

Voyage is a photo and video editing app that offers stylish retro filters and vintage effects. Launched in September 2024, it combines modern editing tools with a somewhat nostalgic twist. With a freemium business model, the app aims to attract a wider user base while offering premium features for advanced editing. Positioned in the competitive Photo and Video category in the App Store, Voyage sought to establish visibility in key markets, including Russia, the UK, the US, Spain, and Italy.

To tackle Voyage’s challenges, we focused on optimizing the app page, enhancing search query indexation, and strategically elevating rankings for target keywords. These key strategies, combined with a data-driven approach to analysis and strategy adjustment, enabled us to increase the organic downloads 3x in just three weeks.

But let’s break it down step by step.

As mentioned, Voyage’s impression-to-install conversion rate was 6.8%, slightly above the industry average, thanks to the app’s visuals, particularly the icon and screenshots.

Improving the conversion rate there could boost rankings and traffic, but the effect on installs would be minimal. For example, a 10% conversion rate increase would only add about 10 installs with the current traffic.

At this point, we shifted to increasing traffic through indexing and rankings enhancement for priority keywords with the app’s textual metadata optimization, leaving the graphics unchanged.

We began by selecting 130 targeted keywords for the Russian market to guide our ASO efforts. Here, we needed to consider certain app store optimization peculiarities.

Understanding the App Store search results

When selecting keywords, prior analysis of the actual results in app stores is critical, as they may not always align with expectations.

For example, searching for cosmetics may return results such as cosmetics brands and stores but also unrelated categories like games for girls, photo editors, or face mask apps.

Optimizing metadata to improve visibility

Next, we generated the app’s textual metadata with these carefully selected keywords, offering the client two options for the title and subtitle.

Here, you might stumble upon a couple of underwater stones you might want to know about.

Though adding the unique selling proposition (USP) or brand slogan to the title and subtitle might seem logical (which is, in the marketing POV), it might not always be the most effective strategy in ASO. These fields must prioritize relevant keywords to ensure users can discover the app through search. Thus, instead of placing the USP or slogan in these fields, we recommend adding them to the screenshots or within the description (for iOS) as long as they align with the app's search terms.

The App Store allows apps to have a main and additional locale (the language and regional settings) for a single country so users can see different app pages based on their device’s language settings. According to Apple’s guidelines, the language of a localized app is determined by:

• The country where the app is available
• The language preferences set by the user

Each country has a set of additional languages (locales) that are indexed for the main locale.

For example, if an app is available in Spain with the main locale set to Spanish (Spain), the App Store also indexes metadata in English (UK) and Catalan for the Spanish market. Localized for China, the app might have the main locale set to Simplified Chinese and those keywords will only be indexed in China, not in Spain.

Why do additional locales matter for ASO?

Localization helps expand keyword coverage. While an app’s metadata is limited to 160 characters in the main locale, adding keywords in additional locales allows for:

• Increased keyword capacity (two or three times more than the main locale)
• Higher ranking potential across multiple regions
• Greater discoverability without modifying the main locale

So, how did we apply this to Voyage?

For Voyage, we leveraged two additional App Store locales for Russia to expand keyword coverage.

The first was English (UK), which aligned with the developer’s goal of attracting users in the UK. By indexing English keywords, we ensured visibility in both the Russian and UK markets.

The second was Ukrainian, where, instead of using Ukrainian keywords, we strategically replaced them with additional Russian-language keywords. This allowed us to double the app’s Russian keyword coverage, maximizing its reach in the target market.

Results and best practices

Using additional locales is an effective strategy in many verticals, and it proved right in the Voyage’s case.

• Some keywords were added exclusively in additional locales, yet they still got indexed in the main Russian locale.
• However, for the most frequent and high-value keywords, it is always best to include them directly in the main locale for stronger indexing.

“Using additional locales is effective in many verticals. We added some keys only there. The app was indexed for these in the main one. This happened with the Voyage app as well for some keywords. However, as for the most frequent and relevant keys, it is better to add those into the main one directly.

Valery S., ASO Manager at LoveMobile"

We replicated the process used for Russia across other geographies, with each country having around 100 keywords.

After finalizing the metadata for all the languages, we worked closely with native translators to ensure accuracy and cultural relevance. Once the translations were complete, the updates were uploaded, further optimizing the app for multiple regions.

Keyword indexation

Effective textual ASO for new apps typically starts with low-frequency keywords, gradually refining metadata over multiple iterations. This gradual-growth strategy helps apps climb the rankings step by step. The approach is valid when an app lacks additional traffic sources, such as paid ads or incentivized installs, or faces high competition for top-ranking, high-frequency keywords. However, it’s a long-term process that can take months.

It's worth saying that new apps can be indexed for high-frequency keywords. Still, they often rank too low (outside the top 100) to generate meaningful traffic. On the other hand, low-frequency keywords are easier to win and can still drive valuable installs.

In the case of Voyage, we took a different approach.

Instead of relying on a slow, step-by-step strategy, we instantly integrated high-frequency keywords into the metadata since our strategy combined ASO with incentivized traffic. It's a powerful combination that delivers fast results.

And it worked.

One week after implementing our ASO updates, Voyage was indexed for 100 out of 130 target keywords, setting the stage for rapid growth.

Done with ASO, the next step is optimizing for key keywords to maximize visibility.

Promoting target keywords involves two key phases: the boost and, if necessary, maintenance.

As previously mentioned, a common approach for new apps is to follow a gradual growth strategy, focusing on low- and medium-frequency keywords over high-frequency ones.

This usually makes sense as high-frequency keywords are often dominated by established apps with millions of users, making it costly and challenging to break into the top spots.

Besides, app rankings highly depend on install volume, which is typically low for new apps. Increasing this volume through additional traffic sources helps accelerate ranking growth for high-frequency keywords.

That is to say, gradual growth is the most versatile and low-risk approach. Still, it's not the only way to leverage incentivized traffic effectively.
“Often after the release, new apps unearth unpleasant bugs. If, at the same time, you are getting to the top for high-frequency keywords, the large inflow of organic traffic might knock down your rating and bring in a flood of negative reviews. Hence, the profits from such an app would be much lower because its organic traffic conversion will be low.

Oksana P., Organic Growth Expert at LoveMobile“

The boost phase aims to rapidly improve rankings for key keywords by strategically driving traffic. While the gradual growth approach focuses on organic progression, the boost method accelerates visibility by leveraging incentivized installs.

To determine the best approach, we worked closely with the client to identify priority keywords across different frequency levels—high, medium, and low. Instead of exclusively starting with low-frequency keywords, we tested the impact of incentivized installs across all levels.

As part of this test, we purchased 100 incentivized installs and closely monitored ranking movements.

The results were immediate:

• On the first day, rankings improved across multiple keywords, with some keywords jumping nearly 200 positions into the top 50.
• High-frequency keywords, typically the hardest to rank for, also showed significant positive movement.
• Based on these insights, we adjusted our approach and initiated a full-scale boost to capitalize on the momentum.
• Within six days, the app ranked in the top 5 for competitive keywords like "photo editor" and "video editor." Achieving these rankings required around 1,700 installs, while some medium- and low-frequency keywords reached the top 3 with as few as 200–400 installs.

However, pushing further to rank #1 was not cost-effective at this stage for two key reasons:

At the time, the app’s monetization strategy was still being fine-tuned. Without solid data on how well it converted users or retained them, or a clear sense of its revenue potential, investing further in paid traffic wouldn't guarantee a meaningful return.

Organic growth had taken off, with daily installs climbing to 250. At this stage, the app had built enough momentum that we could start shifting focus toward product improvements instead of relying solely on paid traffic to drive results.

After securing high visibility, we turned to maintaining rankings and fine-tuning the overall promotion strategy.

In close cooperation with the client, we tracked keyword performance, identifying which keywords delivered the most organic installs.

Using the AppTweak keyword impact report, we gathered insights into the specific volume of organic installs generated by the app's search rankings. Contrary to the widely accepted notion that only positions in the top 3 deliver meaningful traffic, we found that even rankings in the top 5–10 still brought in a substantial number of installs.

While organic growth persisted, we continued using incentivized traffic to support the app's performance in the store.

• The more competitive high-frequency (800+ daily searches) keywords required ongoing boosts to maintain top positions.
• We also adopted a more measured approach for medium- (100–800 daily searches) and low-frequency (up to 100 daily searches) keywords, selectively investing in installs to ensure those keywords remained competitive without overspending.

This way, we maintained strong app rankings and kept acquisition costs manageable. Altogether, it ensured visibility and paved the way for sustainable, long-term growth without relying too heavily on paid promotions.

Here’s a wrap up of the results broken down to the categories where the Voyage app needed improvement.

Indexing

• Immediately after implementing ASO, the app was indexed for 100 keywords in Russia, up from just 4 before.
• For the most critical high-volume keywords, it ranked in the TOP 1 and TOP 5. We optimized the ASO strategy around these key terms and focused our promotion efforts to increase search visibility.

Daily organics increase

• The average number of organic installs surged 3.3x, climbing from 75 to 250 per day.
• In just six days of leveraging incentivized traffic, the app broke into the TOP 5 for all targeted keywords. Before we started acquiring installs, its average ranking was 142.

Cost of organic installs

• Even in this short timeframe, the Cost Per Install (CPI) was $0.5, and we expect it to drop to $0.3 in two months, as less paid traffic will be needed to maintain rankings.

For this analysis, we factored in organic installs when calculating CPI. The cost of acquiring an organic install through incentivized traffic is determined using the following formula:

CPI = Cost of incentivized installs Increase in organic installs

For this analysis, we factored in organic installs when calculating CPI. The cost of acquiring an organic install through incentivized traffic is determined using the following formula:

CPI = Cost of incentivized installs Increase in organic installs

• Over time, organic traffic naturally increases. As the install base grows and the app maintains strong positions for key keywords—including high-frequency ones—more users will discover and download it directly from search results. Based on our estimates, sustaining these rankings will require purchasing an average of 350 installs per day over the next two months. If the app owner sticks to this strategy, CPI should drop to $0.3 within that time frame.

For context, our experience in this vertical shows that the lowest cost of acquiring a user through other paid channels is around $0.35—making this approach significantly more efficient.

ASO and key keyword-driven promotion work best together. incentivized traffic doesn’t replace ASO—it amplifies it. The biggest advantage? Speed. Your app climbs the rankings faster, making it a smart move to incorporate incentivized traffic into your mobile app growth strategy.

Why is incentivized traffic alone not enough?

1. ASO before buying incentivized traffic—Your app needs to be indexed for all possible keywords first. Without ASO, there’s nothing to promote effectively.
2. ASO after buying incentivized traffic—Once installs start rolling in, your app must be optimized to convert users. Poor optimization lowers conversion rates, increases CPI, and wastes money.

In this case, we saw a steady rise in organic traffic after acquiring installs (see the install graph). Yes, since the top spots for high-frequency keywords are usually occupied by major players in the category, keeping high rankings there might require continuous investment in traffic. But here’s the key takeaway—a new app successfully went from zero to the top.

Over time, maintenance costs will stabilize, and CPI will decline with the organic traffic growth. The same applies to mid-frequency and low-frequency keywords—investing in more installs now leads to long-term cost efficiency.

A key advantage of keyword-based promotion is control. If rankings drop, you can counteract it by strategically adding installs.

Now, should you keep buying incentivized traffic?

• For high-frequency keywords—Most likely, yes. Competition is fierce, and other apps are probably using the same tactics.
• For mid-frequency and low-frequency keywords—Your app may solidify its position at the top without additional paid traffic, something we’ve seen repeatedly in practice. Of course, ongoing ASO improvements remain essential.

The LoveMobile team successfully met the client's goal: a soft launch that quickly attracted targeted users at a lower cost. This case proves that soft launches aren’t limited to ad traffic—you can also drive significant organic installs through ASO and keyword-based promotion.

At this stage, Voyage has built a solid foundation. Now, it can focus on improving key metrics, refining its monetization strategy, and scaling revenue. Every app goes through this stage—so let’s wish the Voyage app good luck and high conversion rates!

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