How to Increase Impressions by 88% and Installs by 36% Among 500+ Competitors – 7VPN Case Study
The goal was to improve the app's visibility and increase the number of installs in target countries
The VPN niche is oversaturated, with more than 500 competing apps, including strong brands like Nord VPN and Turbo VPN.
We analyzed the VPN niche, focusing on download and revenue distribution among competitors. This helped us identify priority countries for optimizing text metadata. The team focused on regions with the highest traffic share, including the USA, Saudi Arabia, the UK, UAE, France, and Germany. Although the app already utilized 13 of the 39 available localizations in the App Store, our team decided to revise them and add other unused localizations.
The team collected a semantic core based on relevant search queries used by competitors, analyzing their titles, subtitles, and store suggestions.
Several iterations of metadata updates were made for approved countries using cross-localization to maximize keyword usage. For example, in Spain, four localizations were used simultaneously: English (UK, US), Spanish (Spain), and Catalan.
In Australia, three were used: English (UK, US), and English (Australia).
Interesting: The team decided not to use the brand name "7VPN" in the title but split it as "7 VPN" to include the main keyword "VPN," which connects with more search queries and saves space for other keywords.
The team collected a semantic core based on relevant search queries used by competitors, analyzing their titles, subtitles, and store suggestions.
Adding the keyword "VPN" to the app icon would better explain the app's functionality and attract more attention. Multiple new icon versions were created based on this hypothesis.
Showing the app’s main feature — connection to a secure server — in the
first screenshot would increase conversions.
Highlighting the primary user need — unrestricted access to desired content
and games — would resonate better with users. The updated screenshots based
on these hypotheses resulted. In an average 3% improvement in conversion.
After conducting several A/B/C/D tests on icons and A/B/B tests on screenshots, the best-performing variants were implemented.
The number of app positions in the top 1-50 rankings increased significantly, boosting the app's visibility in countries with updated metadata. This also led to more downloads
Comparing impressions and installs in target countries over two months before and after the first release showed
that, after two months of ASO work, organic impressions grew by 88%, and installs increased by 33%.
