Reliance: A Success Story
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In today’s competitive app market, financial management apps face an uphill battle to stand out and scale effectively. For Moneyhub, a leading finance app, these challenges were no different. With decreasing search volumes and below-average conversion rates, the app struggled to optimize its paid campaigns and secure a firm foothold in the market. That’s when Moneyhub partnered with OtherWayAround to chart a path toward sustainable growth—and the results were nothing short of transformative.

The Challenge

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Between January 2023 and March 2024, Moneyhub faced a significant roadblock in its growth journey. Despite increasing its Apple Search Ads (ASA) spending year-on-year, the app’s overall search volume was on a decline. Its Search CVR (Conversion Rate) failed to meet industry standards, leaving untapped opportunities in its campaigns. These sub-par results also impacted Tap-Through Rates (TTR), further limiting the app's ability to convert users effectively.
Moneyhub’s ultimate goal was clear: scale user acquisition through paid and organic channels, improve cost efficiency, and reduce its reliance on paid campaigns for sustainable, long-term growth.

The Solution

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To address these challenges, OWA developed and executed a robust growth roadmap specifically tailored to Moneyhub’s needs. The strategy focused on improving performance across both iOS and Google Play using a combination of App Store Optimization (ASO) and advanced ASA techniques. Here’s how OWA tackled Moneyhub’s challenges:

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1) Keyword Segmentation and Expansion
- Built a comprehensive keyword pool targeting Moneyhub’s niche audience.
- Introduced a segment-based keyword strategy to identify high-performing terms for both paid campaigns and organic growth.
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2) A/B Testing and Campaign Optimization
- Conducted iterative A/B testing on creatives, messaging, and targeting to refine campaigns.
- Applied Custom Product Page (CPP) strategies to improve TTR and CR levels, driving more conversions.
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3) Keyword and Conversion Rate Optimization on Google Play
- Regularly optimized keywords to enhance visibility and downloads.
- Focused on core keywords like budget planner, finance planner, and personal finance to secure competitive rankings.

Through this multi-layered approach, OWA ensured that Moneyhub’s campaigns were not only optimized for immediate success but also aligned with long-term growth goals.

The Results

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In just 9 months of working with OWA, Moneyhub achieved remarkable growth across both paid and organic channels. Here’s a breakdown of the results:

‍iOS Achievements:

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- Over 2X improvement in Tap-Through Rates (TTR) through targeted keyword optimization and campaign segmentation.
- A 3X improvement in Search CVR, thanks to continuous creative testing and app store strategies.
- A 45% YoY increase in organic search acquisitions, demonstrating the effectiveness of ASO in driving sustainable growth.

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Google Play Achievements:

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- A 2X increase in total acquisitions YoY, achieved solely through organic growth strategies without any paid media support.
- Secured top 10 rankings for core keywords such as budget planner, finance planner, and personal finance.
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Cost Efficiency Improvements:

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- Reduced CPA (Cost Per Acquisition) by 8.83%.
- Lowered CPG (Cost Per Goal) by 10.29%.

Conclusion

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OWA’s innovative ASO and ASA strategies played a crucial role in Moneyhub’s exponential growth. By reducing reliance on paid media and focusing on building a strong organic user base, Moneyhub not only achieved its immediate goals but also positioned itself for long-term success.
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The results speak volumes: a 45% YoY increase in organic search acquisitions on iOS and a 96% YoY increase on Google Play highlight the power of a well-executed ASO strategy. This independence from paid campaigns ensures sustainable growth, optimized resource allocation, and cost efficiency—all critical for small and medium app businesses looking to make their mark in a competitive landscape.
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If your app is ready to scale and unlock its full potential, let OWA be your partner in growth. Contact us today to transform your app’s performance and achieve sustainable success.

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