How Binance Global Yearly Installs Increased by 95,000+

Challenge

The Binance team was looking to increase download velocity and conversion rates for their high-priority keywords. However, users searching for specific cryptocurrency-related keywords were not converting at the desired rates.

To tackle this challenge, Binance realized that a balanced approach was necessary. They needed to not only keep optimizing their default app store page but also create targeted Custom Product Pages (CPPs) to better cater to specific user searches.

Improving conversion rates through CPPs was also critical to achieving Binance’s goal to increase organic rankings and rank #1 for the app’s key search terms. Without a targeted solution, Binance risked losing valuable traffic and falling behind competitors in the rapidly evolving crypto space.

Solution

To tackle these challenges and offer a more personalized app store experience, the Binance team implemented Custom Product Pages (CPPs) and used AppTweak to lay the groundwork for their strategy.

1. Keyword identification: Using AppTweak’s Keyword Research feature, the Binance team identified high-potential keywords related to cryptocurrency trading that they could target with tailored Custom Product Pages

2. Competitor Analysis: Binance used AppTweak to monitor and analyze their competitors’ CPPs and gain insights into their App Store strategies.

• Live Search: was used to check how Binance’s competitors were ranking and how their listings looked like
• Keyword Research: helped the team at Binance to understand the historical rankings, search, and installs volumes of their competitors
• CPP Explorer: allowed Binance to check whether competitors were running any CPP

3. Building & Localizing CPPs: After gathering insights on AppTweak, Binance’s design team created and localized CPPs tailored to their high-priority keywords.

4. Performance and Visibility Monitoring: Through AppTweak, Binance ran pre-post experiments to monitor the performance of their new CPPs. AppTweak’s Reporting Studio tool was instrumental in checking improvements in rankings and daily installs crossed with fluctuations in search volumes.

Mock-up of some of the Custom Product Pages built by the Binance team 

Results

The new approach resulted in an incremental increase of over 95,000 global yearly installs and secured a #1 ranking for selected keywords in nearly all of their 45 targeted markets.

Thanks to AppTweak, Binance can now effectively analyze and track competitors’ strategies, allowing them to stay ahead in a competitive market.

Given the positive results, Binance is now planning to expand the use of CPPs to target more high-priority keywords in the future.