Increased App Installations by 243% for a Loan App

Increased App Installations by 243% – App Marketing Case Study for a Loan App

A leading NBFC with a pan India presence entrusted Techmagnate to increase its Personal Loan app’s downloads and cement its presence in app stores.

We systematically launched an App Store Optimization campaign to help the brand achieve its objectives.


Due to the immense growth of the FinTech industry over the last few years in India, app stores have seen a significant surge in the number of finance-related applications.

The challenge was to have our client’s application stand out in app stores organically to increase the number of users interested in getting a personal loan.


Jul ’21 – Sep ’21 to Jul ’22 – Sep ’22

  • App Installations: 243%

    Increased downloads from 49K to 170k

  • # Ranked KWs: 117%

    Ranked the app for 61 key search terms in app stores

  • App Ratings: 4.2 ★

    Improved the app’s ratings from 3.1 to 4.2

Key Strategies implemented

  • Rating Optimization

    We worked with the NBFC’s customer success teams to actively maintain the reviews and ratings on the app. First, we created a tracker for all the queries related to the interest rate and post-loan approval services, then we systematically replied to those reviews. Our strategy also included liaising with them to encourage valued users to leave positive reviews and ratings on the app.

  • App Optimization

    We conducted an in-depth analysis of the app’s title, description, videos, screenshots, reviews, ratings, and other significant factors. Based on the findings, we worked with app developers and conducted A/B testing to learn what works best. For instance, replacing “Insta Loans” with the target keyword “Instant Personal Loans” delivered amazing results.

  • Content Marketing

    We created a content marketing strategy to inform users on various digital platforms about the app’s offerings and unique USPs. Leveraging platforms like Quora and creating a strategy for Press Releases and Guest Posts for getting Brand Mentions from authoritative sources was the major one.

  • App Promotion

    Our team of ASO experts promoted the app on App Listing directories and relevant forums. We also launched an Influencer Marketing campaign on video platforms like YouTube, which showed great results at an effective RoI.

Pankaj Chauhan

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