CASE STUDY

Inner Circle

Inner Circle needed to improve install conversion rates (CR) and maximize keyword-driven visibility across different regions. Competing dating apps dominated top rankings, so Inner Circle had to combine keyword optimization with creative testing to win both traffic and conversions.

I Want Growth

Approach:

1. In-App Events & Featuring

  • Launched 27 in-app events (Oct–Feb), driving visibility and engagement.
  • Optimized app for App Store featuring, capturing huge visibility spikes.
  • Ran continuous feedback loops to encourage user reviews. Achieved +109.2% growth in ratings vs. previous period.
  • Localized metadata in Latin America, Europe, and English-speaking regions.
  • Pushed competitive terms into top ranks for keywords like “hppn”, “tinder”, “ok cupid” and “app de citas”.

2. A/B Testing of Creatives & Metadata

We ran  A/B tests across all verticals:

  • Subtitles – Colombia, UK, Brazil
  • Screenshots – Netherlands, Brazil, LATAM
  • Long Description – United Kingdom

Subtitles – Netherlands, Brazil

“The amount of knowledge and experience that they have about ASO was impressive.”

Gustavo Zani, Head of Digital Marketing
InnerCircle

“The amount of knowledge and experience that they have about ASO was impressive.”

Gustavo Zani, Head of Digital Marketing
InnerCircle

Testing methodology:

  • For screenshots after deep analysis of tinder and competitor screenshot strategies worldwide we deployed a testing framework showcasing different women across geographies testing a geo centric taste approach to dating while still focusing on real profiles and localized text in screenshots to identify the best-converting versions.
  • Tested subtitles with different keyword combinations, focusing on both traffic-driving relevance and user-preference impact.

Goal: maximize both keyword coverage and convertibility.

Results:

  • +552% impressions
  • +91% downloads

Overall screenshots testing: Inner Circle achieved +35.5% CR improvement across key markets. All 6 completed A/B tests delivered positive CR uplifts.

Key Learnings:

  • Screenshots matter most for CR: small graphic/text tweaks can deliver double and triple-digit gains in installs.
  • Localized subtitles serve two roles: they capture keyword traffic and keep the algorithm feeding the A/B test until the best version is found.
  • Iterative testing compounds: repeated improvements can stack up into meaningful sustained CR gains.

Balanced ASO strategy  keywords bring the traffic, but creative A/B testing turns that traffic into installs.

Summary Impact:

Through layered ASO tactics (in-app events, featuring, keyword optimization, and creative A/B testing), Inner Circle achieved:

  • +35.5% CR increase from screenshots.
  • +552% growth in impressions
  • +91% download growth
  • 109% growth in ratings, improving conversion and trust.

Strong keyword gains against competitors (Tinder, Hppn, OkCupid).

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