CHESS.COM CASE STUDY

CHESS.COM CASE STUDY

Chess.com currently hosts the largest chess community in the world, with more than 150 million players from all over the world. After the pandemic and the release of “Queen’s Gambit” series, Chess.com realized the potential they had to continue growing and decided to bet on ASO, contacting us.

When we started working with them, their daily number of downloads was close to 30,000, a figure that after a little over a year has doubled organically, reaching peaks of 200,000 downloads per day.

How did we do it?

Initial analysis phase:

Before starting to implement changes we conducted an audit, thoroughly studied the market, our competitors and evaluated both metadata and off-metadata aspects.

Prioritization and error correction.

After detecting errors in the product page, we started to work, fixing first the errors in priority markets and then in secondary markets, until we managed to fix all the product pages in the different locations.

Optimization and localization.

Once the different locations are flawless, it is time to optimize each location. To do this, we periodically review our metadata and look for keyword opportunities based on groups of stores. In this way, we ensure that we have maximum visibility within the different App Stores and increase the conversion rate.

In Google Play the app is localized in about 50 stores, while in the Apple Store we localize in all stores, taking advantage of the extra visibility of cross stores to support our main markets.

At the same time, we developed an A/B testing plan to ensure that we maximized the conversion of impressions to downloads, which allowed us to outperform over 75% of our competitors.

In-app events and featurings

The creation of events is one of the factors that the Google Play team takes into account when considering “featuring”. One of our tasks during this time has been to coordinate these activities as well as contacting the App Stores to get featurings and establish collaborations.

Collaboration with Chess.com teams

The growth of an app goes far beyond keyword research. Meetings with the design, translation, product or public relations teams, among others, are fundamental for us, and create synergies that allow us to grow much faster.

David and his team have played a pivotal role in Chess.com’s positioning efforts. In these years that we have been working with them, we have experienced massive organic traffic growth going from 6M organic visits per month in 2019 to more than 30M / month in 2023. Honestly, I just listen to what David and his team tell me, I have our team execute it and then our rankings and our traffic grow. It’s that easy!

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