Using ASO to drive subscriptions in a competitive market.
In the increasingly crowded market for language learning apps, our challenge was to boost installs and subscribers for Busuu.
The scenario
While competitors such as Duolingo already had a strong presence across many regions, CMA's ASO strategy aimed to stand out. The goal was simple - significantly enhance Busuu's visibility and share of voice in each store in order to drive new subscribers.
2.2x
Growth in share of voice
5M
Impressions from a special ‘life goals’ feature
30%
Uplift to share of voice in just 5 months
Our approach.
Leveraging our award-winning ASO team alongside our proprietary global data platform APPlyzer, we got started.
It was clear that in order to really start to impact the market, a robust in-app event strategy was going to be required, at scale. Using the unique insights we're able to gain from our data platform, we managed to identify 100's of search terms (both language-centric and ancillary) that we knew we could make a real difference here for Busuu.
Augmenting this approach, our team placed a heavy focus on features, as this was clearly a success factor for competing language apps on the App Store. By merging product features with seasonal trends, we aimed to captivate Apple's editorial team.
Our unique approach to in-app events, combined with a renewed focus on timely and relevant product offerings, ensured a massively improved share of voice, which also caught the attention of Apple's editorial team resulting in a great feature
The results.
Our innovative approach led to significant growth in the app’s keyword Share of Voice, with an increase over 2.2x in the US and a 30% rise in the UK within a few months. Securing editorial features on the Today Tab resulted in millions of impressions and thousands of downloads.
Post-strategy implementation, Busuu experienced consistent organic subscriber growth, even during traditionally slow periods. The successful strategy was subsequently replicated across multiple countries, delivering consistent results in markets like Mexico, Canada, France, Poland, and Brazil.