ASO Strategy that Gets Copied. A Case Study on Promoting the Fintech App

Solution

To communicate more effectively with users, we suggested that the client add a more personalized experience and implement a solution uncommon for fintech apps — In-App Events, which allows informing users about special offers, discounts, app updates, or new services.
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In-App Events is a visual tool in the App Store that announces important events, updates, special offers, and changes within the app. Each card includes an image or video, a title, and a short description, and when tapped, it opens detailed information and gives the user the opportunity to immediately take advantage of the offer or join the event.

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The content depends on the segment of each specific app and its functionality.

That’s why the content, themes, and visuals of the cards need to be tailored to each individual user.
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Implementing in-app events into the app promotion marketing strategy was an innovative step for us and our client monobank, as companies in the Fintech & Banking niche had not used this tool before. Therefore, several joint brainstorming sessions were necessary to identify the best touchpoints for communicating with users.

Previous Text Iteration

Before integrating in-app events, we conducted a comprehensive text iteration covering all key aspects of app store optimization.
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A comprehensive text iteration is a systematic update and optimization of textual content in a mobile app to improve user engagement and increase the effectiveness of ASO.

The text iteration consisted of several important stages:

1. Market Analysis

We studied the fintech app segment, identified major market trends, and examined user behavior patterns. We also assessed the competitive landscape, including organic reach, search queries, and app promotion effectiveness in this category.
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2. Competitor Analysis

We analyzed competitors’ strategies, explored key differences in the positioning of major market players, and identified their strengths and weaknesses.
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3. Semantic Core Formation

We collected new relevant keywords that best match the search interests of potential users. These keywords were distributed throughout the app store page texts, grouped by popularity and competitiveness.
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4. Metadata Optimization

At this stage, we updated the metadata — app title, subtitle, and description in both Play Market and App Store — integrating the new keywords. This improved the app page’s indexing.
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5. Performance Monitoring

After implementing the metadata changes, we launched performance monitoring to assess search ranking dynamics, visibility growth, and increased download numbers. Based on the collected data, we developed recommendations for further iterations.
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Compared to October, November saw significant improvements in key metrics on the App Store.
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We began implementing ASO on the monobank app page in the Play Market in May 2024.
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July results compared to June.
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ASO is a crucial stage because it ensures improved app visibility in search results, increased organic traffic growth, and higher key performance metrics.

Enhancing Communication through In-App Events

To encourage users to download the app at the moment they are most interested, we started publishing the most engaging monobank updates directly on the app page in the App Store.

• Selected key updates: We analyzed app changes and identified which features and products are the most interesting and capable of improving user engagement.
  
  
• Developed content and visuals: We refined key messages and interaction scenarios to capture users’ attention and motivate them to complete the desired action. We also created technical briefs for animations, illustrations, and graphics.
  
  
• Optimized texts: We wrote clear headlines, descriptions, and CTAs that increased views and engagement with In-App Events.
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In-App Events became an effective communication channel for monobank, allowing quick announcements of the latest updates, new products, and features.

The Road to the Top

Reaching the top of the App Store requires a high daily download momentum.

Our experience at Promodo shows that a systematic approach delivers the best ASO results. When metadata, keywords, and screenshots work together with advertising campaigns on Google and Facebook, the impact is maximized.
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Key success factor: Focusing on acquiring new users, which ensures daily growth in app downloads. High download momentum positively affects store algorithms, improving category rankings, increasing conversions, and boosting user engagement.

Thus, traffic from paid channels enhances organic promotion, creating synergy between ad campaigns and ASO. We regularly monitor their impact on visibility metrics, including organic impressions, keyword indexing, and store rankings.
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Thanks to this comprehensive approach, the monobank app page secured top positions in the “Finance” category in both the App Store and Google Play.

Results

The comprehensive approach, where high-quality ASO is reinforced by advertising campaigns, contributed to improvements in key performance metrics.

Thanks to In-App Events, it was possible to increase the visibility of updates, boost user engagement, and strengthen monobank’s market position.

The number of downloads increased by 15%, while the number of issued cards grew by 6.6%.

In-App Events Results

In 2024, together with monobank, we set a trend in using In-App Events as a communication tool to inform users about new features and drive engagement.

The In-App Events strategy for monobank included:

• Informing potential customers about the app’s top features.
• Maintaining and growing interest among users who had already downloaded the app.
• Supporting audience interest in new services and upgrades.
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The implementation of In-App Events was so successful that other apps in the Fintech & Banking niche began adopting this tool as well. The strategy not only transformed user interaction but also established a new standard for promoting fintech apps, with our client becoming a trendsetter.

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What’s Next?

We will continue to enhance app promotion, optimize its performance, and integrate new tools into the strategy. Regular analytics monitoring will help the client stay among market leaders and achieve even better results.

One of the strategic moves is the expansion of In-App Events. We will keep testing new formats and further develop this niche.
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