ASO Case Study - 700% Increase in Downloads with App Store Optimization

Does ASO really work? This is a great App Store Optimization (ASO) case study and success story. A startup co-founder shares his strategies, tips and experience with increasing organic mobile app downloads.

App Store Optimization Education

Although we work with some of the largest app publishers in the world, NDAs prevent us from doing as many in-depth case studies as we would like. Actually, it is tough to get any company to do a case study, NDA or not. But that is completely understandable, we won't give away our competitive advantages either.

So we are always happy when one of our customers voluntarily steps forward and shares their experiences with App Store Optimization. This video presentation is an concise and informative presentation on what is working for one startup.


Gaston Irigoyen started his app journey at Google in 2006, as one of the first employees at the Buenos Aires office. He did various things in his first couple of years and eventually became really good at Adwords optimization.

This experience was the perfect background for what we now call App Store Optimization. Before he actually gets into his ASO tips in the video, he shares an interesting story about an app that he helped develop for the 2010 World Cup, in South Africa.

They launched the app just before the World Cup and purely through ASO, they were able to get the top 5 across all Spanish speaking App Stores. Then they sold the app to Kia Motors, who was a World Cup sponsor, but didn't have a mobile presence.

That is how his journey in mobile apps began. From there, he shares how that experience led to his current startup called Guidecentral and what he has learned about ASO so far.

There are a lot of great tips in this short video, so be sure to watch it all the way through. Find out the resources that he uses to do ASO and what he recommends you avoid.

The ASO Presentation at App Promotion Summit


There are a few important lessons in this video. First, along with keywords, Gaston emphasizes that the app icon had the biggest impact on their downloads.

In the beginning, he didn't pay too much attention to the icon because they initially didn't have the budget to hire a designer. But after some testing, they realized how important it is.

Second, his app is in direct competition with a well-funded Silicon Valley startup. Since his startup raised a relatively small amount of money, his philosophy is to outwork his competition.

That means being better at utilizing strategies like ASO. This is an important lesson to any startup that doesn't have eight-figure funding.

Finally, building an app specifically for an event can be a great strategy, even in today's crowded App Store. It doesn't have to be an event as large as the World Cup.

In fact, it may be easier to rank for smaller events because they will not be in the radar of huge app publishers. Creating a simple app could lead to a quick sale to a company looking to get started in mobile.


This video is a great look at the process that one app publisher went through to improve the organic downloads of his app. Although many of the strategies are exactly what we talk about on this blog, it is important to get different perspectives and find out what others are doing.

To learn more about other publishers who are having success with ASO, read our other success stories. You can also head on over to the App Promotion Summit website to learn more about their next event and hear more educational app marketing presentations.

What was the most interesting thing that you learned from this video? Let us know in the comments below...

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Hugh Kimura

Written by: Hugh Kimura, Head of Content

Date: April 2015

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