133% more downloads. 8 days. One decision.
The winning variant was already live. The only question was whether to commit to it.
ASO · Custom Store ListingWhat was broken
Android growth had completely stalled
Performance was steady — which meant it was going nowhere. Steady is the enemy of growth when the market is moving around you.
A winning test sitting at half capacity
A Custom Store Listing had been partially rolled out to 50% of users and was already outperforming the default. But no one had committed to it fully.
Keyword coverage too narrow
Search visibility was limited. The app was not ranking for the broader set of terms its target audience was actively searching.
What we did
Rolled the Custom Store Listing to 100%
The test was already winning. The decision was simple — stop hedging and commit. Full rollout went live on July 8.
Expanded keyword coverage with CBT-related terms
Added keywords tied to CBT, mindfulness, and anxiety management — terms the target audience searches but competitors were not fully covering.
Targeted higher-intent search behaviour
Shifted focus toward users actively searching for mental health and wellness tools — higher intent, higher conversion probability.
Monitored CVR daily post-rollout
Tracked conversion rate movement in real time to confirm the CSL's direct impact and catch any issues early.
What we achieved
In 8 days — from committing to a test that was already winning
The Custom Store Listing had been outperforming the default at 50%. Rolling it to 100% unlocked the full impact. Speed of commitment matters as much as quality of strategy.
Store listing conversion rate
A 4-point CVR improvement — each percentage point representing thousands of additional downloads per month.
From decision to measurable growth
One rollout decision. Visible download surge within the first week. No product changes, no new ad spend.
Why it worked
- Commit faster to winning variants — the CSL was already beating the default. Every day it sat at 50% was a day of growth left on the table.
- Keyword breadth compounds over time — expanding into CBT and anxiety-related terms captured an audience already searching — just not finding this app.
- CVR improvements multiply every other channel — a better store listing makes paid UA more efficient, organic rankings more valuable, and word-of-mouth more likely to convert.
- The insight is repeatable — partial rollouts of winning variants are common. The discipline to commit fully and quickly is where most teams fall short.
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