In the second edition of our Performance+ webinar series, we explored how to drive app growth during Ramadan with a deep dive into app store optimization strategies. Our expert speakers – Lauren Park (Global Head of ASO), Allita Crasto (Global Head of Creative), Abhyani Prastika (ASO & Media Manager), and Darwin Nursamsur (Senior Digital Marketing Manager, JULO) – shared valuable insights on unlocking organic growth in Indonesia during this key festive season.
The entire recording is available to watch On Demand here.
Understanding Indonesia: Market Trends & User Behavior
Ramadan is a time of increased mobile activity in Indonesia, with clear patterns in user behavior. Users are more active at specific times of the day, often hunting for deals and planning purchases well in advance. Brands that tap into these moments early and deliver relevant content are best positioned for success.
Why ASO Matters More Than Ever
With Indonesia’s mobile-first audience and intense competition during Ramadan, App Store Optimization (ASO) becomes essential for visibility and discoverability. Organic growth remains one of the most cost-effective ways to acquire users, with our success in bringing down CPI by 33%, making ASO a must-have strategy for advertisers.
By optimizing visual elements such as app icons, screenshots, and descriptions, brands can communicate their value more clearly and connect with active users in search of solutions.
ASO Trends in the Indonesian Market
While Android continues to dominate in Indonesia, the Apple user base is steadily growing. Advertisers should adopt a platform-specific approach, leveraging the unique features of both operating systems to maximize campaign impact.
Ramadan-Specific ASO Strategies
Seasonal moments like Ramadan call for tailored ASO strategies. Localizing keywords and themes to reflect Ramadan trends can significantly improve app visibility and engagement. Storytelling and promotional content also help apps stand out, drawing users in and building deeper connections.
Optimizing creatives for Ramadan, such as incorporating festive imagery or themes in app visuals, can enhance resonance and increase conversions. Testing these elements through A/B testing is crucial to identify what drives the best results.
Integrating ASO with UA for Better Results
ASO and UA (user acquisition) work best when integrated. Aligning ASO efforts with UA campaigns through Custom Store Listing or Custom Product Pages creates a seamless user journey, improving both messaging consistency and conversion rates. Tailoring creative elements for each platform between Apple’s App Store and Google Play further boosts effectiveness.
Creative Best Practices for ASO Success
To capture the target audience and improve conversion, it’s essential to:
- A/B test creative variations to discover what resonates best.
- Localised messaging, culturally relevant message both in context and in language
- Showcase app functionality that are particularly useful during seasonal events
- Incorporate seasonal elements like colors, symbols, and themes across assets and maintain consistent brand visuals.
In Summary
Incorporating Ramadan-related terms in the app title helps improve discoverability. By adding specific Ramadan keywords to app features, it’s easier to target seasonal searches and meet user needs during this time.
ASO is a cost-effective and powerful tool for driving organic growth during Ramadan. From planning ahead and understanding user behaviour to optimizing visuals and creatives, every aspect plays a role in success. By integrating market insights, creative enhancements, and technical optimizations, an ASO action plan can align perfectly with seasonal trends.
The entire recording is available to watch on demand here.
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