Problem Statement

Betterhalf.ai wanted to improve its Play Store visibility and ranking among top dating apps while reducing CPI and boosting organic installs. The key challenge: increasing discoverability in a highly competitive app category while maintaining strong user ratings.

Strategy & Execution

• Keyword optimization: Researched high-volume search terms and restructured title, short description, and tags.
• Creative revamp: Optimized app screenshots, icon, and promo videos to improve conversion rates.
• Review management: Implemented prompt timing and sentiment analysis to boost 4+ star reviews.
• Localization: Added multilingual metadata (Hindi, Tamil, Bengali) for regional discovery.
• Ad synergy: Combined paid UA campaigns with ASO experiments for compounding effect.

Results

Timeline

• Month 1 — Research
  Baseline audit, competitor mapping, keyword discovery.
• Month 2 — Metadata update
  Implemented ASO metadata & creative updates.
• Month 3–4 — A/B Testing
  Tested new icon, screenshots, and CTA text for optimal CTR.
• Month 5 — Localization
  Launched multi-language metadata to expand organic reach.
• Month 6 — Scale & monitor
  Performance tracking, rating optimization, sustained rank growth.

Key Takeaway

Strategic metadata optimization, continuous A/B testing, and creative improvements helped Betterhalf.ai achieve sustainable Play Store growth while maintaining user trust and engagement.