Case
Study

We conducted a large-scale competitive analysis of the top 300 apps in the trading and crypto category (not only in the core market) to understand how competitors structure their metadata and defend their rankings, and to map gaps and opportunities. This research revealed how top brands in the category overly focused on terms such as "crypto" and "bitcoin", while ignoring other high-intent terms. 

Instead of competing solely on ultra-defensive terms, our experts built a diversified keyword structure targeting generic trading-related queries (high intent vs. low competitiveness), resulting in an organic keyword footprint expansion by 150%. As a result, Bitvavo was able to reach and maintain rank 1 for "crypto" and "bitcoin" keywords despite market volatility.

Because visibility alone isn't enough in a category with strong install intent, we ran App Store Product Page Optimization tests to identify the most effective screenshot treatments. Through multiple testing iterations, the optimized creative treatment increased the App Store product page conversion rate from approximately 1% to 3.20%.

Before REPLUG's ASO strategy, the majority of organic installs were driven by branded searches.  After expanding the keyword strategy, a significantly larger share of search traffic started coming from generic crypto and trading queries, resulting in a reduced dependency on brand searches, enabling Bitvavo to capture demand from users actively searching for crypto platforms in the Stores.

The ASO strategy significantly increased Bitvavo’s keyword coverage, expanding the number of ranked search terms by 150%.  This broader keyword footprint increased overall visibility, enabling the app to compete across a wider set of crypto and trading-related queries.  Thanks to this, Bitvavo reached rank #1 for “crypto” in the Netherlands App Store, competing directly with large global platforms.

In a category where user intent is already high, improving conversion rate has a strong multiplier effect (while reducing acquisition costs).  By increasing product page conversion rates to up to 3.20%, the same level of search visibility generated significantly more installs.  This allowed organic growth to scale without relying on paid acquisition.