Why this was an ASO engagement
The business already had strong paid acquisition, but organic app-store growth was weak. The problem was not website SEO and it was not AI-answer visibility. The critical bottleneck was discoverability and conversion inside the stores themselves, which made ASO the correct service.
The challenge
GlobalPay relied heavily on paid media to drive installs. That created a fragile acquisition model because store conversion was underperforming and organic ranking coverage was limited outside of branded demand.
The listing experience was not built to convert or localize well:
- core metadata did not reflect the way users searched in each market
- screenshots were not clearly communicating the product value
- localization relied too heavily on direct translation instead of market intent
- paid acquisition was doing too much of the heavy lifting
Scope of work
This engagement sat between ASO Growth and ASO Scale scope because it included both platform management and multi-market localization work.
We focused on:
- store audit across App Store and Google Play
- keyword and metadata restructuring
- screenshot and creative conversion improvements
- localized rollout across priority European markets
What we changed
1. Rebuilt keyword coverage and metadata
We reworked titles, subtitles, descriptions, and keyword strategy around the way fintech users actually searched in each market. That expanded ranking coverage beyond direct branded terms.
2. Improved the listing conversion surface
The team tested screenshot positioning, messaging hierarchy, and the clarity of the value proposition so that more listing visitors understood the app quickly and converted at a better rate.
3. Localized for market intent, not literal translation
Instead of copying the same message everywhere, we adapted metadata and creative direction for 12 European markets. That gave the app a better chance to compete in local category terms and user expectations.
What the client actually received
- a platform-by-platform ASO audit
- metadata recommendations tied to ranking opportunity
- creative testing priorities for the listing funnel
- localization guidance for key markets
- recurring iteration support tied to performance trends
The result
The app reached #1 in the Finance category in 4 countries, generated more than 1.2M new installs, and reduced CPI by 45% because the organic and conversion layers of the acquisition system got stronger.
The important outcome was not only higher rankings. It was a healthier acquisition model with less pressure on paid spend.