Case Study - ASO for Utility app - installs and impressions up to 68.5% in One Month

Who is our partner?

Voice Recorder is an audio recording and processing app available in more than 50 languages.

Voice Recorder lets you effortlessly record voice memos, lectures, interviews, and other speech-based audio. It features real-time automatic speech transcription, converting audio into text instantly. You can also edit recordings, add notes, and organize your saved audio files.

Reasons for contacting RadASO

The partner approached RadASO when the app was launching. The main goal was to drive monetization, increase sales, and maximize profit.

Marketing strategy

The partnership lasted over six months, during which the RadASO team carried out multiple iterations of metadata optimization for foreign markets, updated screenshots, and launched events. As a result, the app's visibility in the App Store grew steadily each month.

However, the client's main goal remained monetization; namely, increasing sales and revenue of the app. To achieve this, we proposed a solution that was radically different from the existing approach.

Our approach

Before and during the cooperation with the RadASO team, the app had two versions: free and paid. The issue was that most core features were available in the free version, while only a few required payment.

The RadASO team conducted a detailed analysis of the market, competitors, and the app itself. In collaboration with our partner, we decided to lock most free features behind a Paywall, making them accessible only through the paid plan.

We kept some features and limited audio transcription to five minutes on the free plan. This strategy aimed to encourage users to upgrade to a paid subscription after reaching the limit.
Next, the RadASO team developed pricing plans for weekly, monthly, and annual subscriptions, setting competitive prices based on market trends and demand.
In the step that followed, the team focused on designing the Paywall to make it visually appealing and persuasive, encouraging users to subscribe. We considered the following key factors:

Paywall Placement – determining when it should appear based on user actions within the app;
the duration of the trial period;
Paywall copy – crafting persuasive content to drive conversions and encourage user action;
design and appearance of Paywall - colors, images, fonts, graphic elements;
additional incentives - push notifications, changing the number of subscriptions, One Time Offer, etc.

After brainstorming with the team, we approved the final concept of Paywall and presented it to our partner, who implemented it independently in the app.
We then monitored and analyzed the results.

Results

Below is a graph depicting revenue, before and after implementing Paywall in the app on the 11th of September.

The graph clearly shows a revenue increase following the Paywall implementation.

The following tables display the revenue ($) and installs (pcs) from search traffic and ASA ads.

A month before the Paywall integration (11.08.-10.09.):

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A month after the Paywall integration (11.09.-11.10.):

Note: Due to differences in the number of days in August and September, the period is set as 30 calendar days.

If you transfer the data for the month before and the month after the Paywall integration to the table and calculate ROAS, you will get the following results:

Period	Spend	Income	ROAS
11.08–10.09	$2,883	$1,794	62.2%
11.09–11.10	$3,503	$3,672	104.8%

Comparing these two periods, we can see that from 11.09.-11.10., after the Paywall was installed, the profit increased by $1878. This is a +104% increase compared to the previous period of 11.08.-10.09., when there was no paywall. ROAS also increased by 68.5% compared to the previous month.

We observe the same graphs in the Apple Store sales console.

Before Paywall integration (11.08.-10.09.):

After integrating Paywall (11.09.-11.10.):

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Key takeaways

At the start of the project, the RadASO team analyzed the market, competitors, and Voice Recorder's functionality. We found out that users had little to no motivation to purchase a subscription, as most features were available for free.
We suggested changing the monetization model by limiting free features and introducing a Paywall with three pricing tiers and a trial period.
RadASO developed and presented the Paywall concept to the partner, incorporating text, design, timing of display, and purchase incentives.
The month following the Paywall implementation, the app's revenues increased by 104% per month, while ROAS grew by 68.5%.
Thanks to an integrated approach, Paywall has become an effective monetization tool, as evidenced by both financial results and conversion growth.

Feedback on collaboration

**Tetiana Ilienko**, *Project Manager at RadASO*

Working on the Voice Recorder project and collaboration with the team has been both an interesting and productive experience. Notably, the Paywall update process played a key role in achieving the goal of increasing revenue through monetization.

The CRO process involved analyzing the market and competitors, namely: a list of paid and free features, Paywall placement, design, pricing, and the development of test hypotheses. This approach allowed us to implement the most effective Paywall option, which significantly improved conversion rates and financial performance.

I look forward to future collaboration opportunities!

**Anastasia**, *Owner of the Voice Recorder app*

I came up with the idea for the app and sought assistance with its promotion. My biggest challenge was App Store Optimization (ASO), so I decided to turn to professionals for help. I chose RadASO because I knew they had a strong team in the field of mobile marketing. My goal was to see growth in both organic downloads and overall app downloads.

I appreciated the communication throughout the process—it was clear, convenient, and always to the point. The team actively offered suggestions, which showed me that they were engaged and focused on progress. While the results did not fully meet my expectations, I gained valuable experience and am particularly grateful for the team's professionalism.