Preply Case Study

Preply Increased App Downloads by 44% and Impressions by 66% Through Strategic ASO

Preply is a global leader in online language learning, offering over 50,000 tutors and millions of students access to a seamless educational experience. With video communication at its core, Preply empowers users to quickly and effectively master new languages in an innovative environment.

Project objectives

Boost organic traffic through ASO strategies

Improve app visibility and downloads globally

Results

+66%

Increase in impressions within two weeks

+44%

Increase in downloads within two weeks

Services Delivered

App Store Optimization

Industry

Other

Project timeline

January 2024–July 2024

Preply Sought to Dominate the Global Language-Learning Niche

In early 2024, Preply faced the challenge of expanding its well-established presence in a highly competitive industry. While their app was a known brand, the client needed to increase organic traffic and downloads through ASO, bypassing reliance on paid advertising campaigns.

With competitors like HiNative, Cambly, Tandem and italki occupying significant market shares, Preply needed to strategically improve visibility and capture untapped audiences globally.

Preply partnered with Netpeak to design and implement a comprehensive ASO strategy, leveraging our expertise in keyword research, competitor analysis and multi-regional optimization.

Cooperation Goal:

Enhance Preply’s organic visibility, downloads and market share by refining ASO strategies and expanding global reach.

Our Strategy

Our Strategy Empowered Preply to Achieve a 66% Increase in Impressions

Expand keyword coverage using Netpeak’s proprietary tools, segmenting competitors and prioritizing untapped search terms.

Optimize app metadata for 20 localizations and target countries like the US, Germany and Australia.

Test and refine graphics and screenshots to enhance user engagement and increase click-through rates.

Implement ongoing ASO updates to maximize visibility and downloads across the App Store and Google Play.

Unlocking New Opportunities Through Keyword and Competitor Analysis

A thorough keyword and competitor analysis served as the foundation of Preply’s ASO success. It ensured Preply’s visibility in search results and relevance across diverse regions and audiences. We also focused on identifying opportunities that aligned with both direct and indirect competitors.

We generated keyword lists focusing on medium- and high-popularity terms, and expanded them by including language-learning apps without tutors to broaden Preply’s reach while maintaining relevance

By prioritizing low-competition keywords, we secured high-ranking positions and maximized visibility in search results

We segmented competitors into four categories — direct, indirect, potential and irrelevant — ensuring a comprehensive understanding of the niche

Increasing Global Reach Through Multi-Regional Optimization

Our ASO strategy aimed to capture audiences in regions with the highest traffic potential while expanding to untapped markets.

We focused on priority regions like the US, Germany, Canada and Australia, where language learning demand was highest

Our strategy involved implementing metadata updates for 20 localizations, including traditional Chinese, to target additional audience segments in the US

We developed a six-month plan to strategically release updates and monitor performance, ensuring sustained growth

Driving Continuous Growth Through Data-Driven Updates

To ensure sustained growth and maintain Preply’s competitive edge, our team implemented a system of continuous optimization and performance monitoring across all targeted regions and platforms.

Our team continuously reviewed and removed underperforming keywords, replacing them with new, high-potential terms

Regularly updated metadata to align with shifting keyword popularity, ensuring Preply’s app consistently ranked for the most relevant and in-demand search terms across priority markets

We refined app graphics and screenshots to appeal to Preply’s diverse global audience, improving user engagement and boosting click-through rates

Project Review

Since we chose Netpeak as our main consultant for all ASO topics in December 2022, we’ve seen outstanding improvement in our app’s visibility on iOS and Android. The quality, as well as the volume of work the agency provided, has paid off. In particular, the Netpeak team helped us with recurrent keyword optimization across more than 20 localizations, which has led to a consistent increase in our visibility over time. We’ve doubled the volume of our ranked keywords. Netpeak has also provided critical support for conversion rate and product page optimization. That is why we have more projects planned for the upcoming quarter and year.

Alexandra van der Deure

Marketing Manager, Preply