At Bharti Airtel, they're revolutionizing the Indian telecom sector with their innovative approach to customer experience. With an impressive 29.80% market share and over 282 million subscribers, it's no wonder they wanted to take their app game to the next level. Enter our team of experts, tasked with optimizing the My Airtel App for a seamless user experience.
The challenge was clear: increase rankings in the competitive app store ecosystem while providing an exceptional experience for users. Our ASO experts got to work, identifying relevant keywords that Airtel's customers might use to find the app. We then worked our magic on the app description, main description, title, and other on-app elements.
But we didn't stop there. We aggressively promoted the app through various off-app activities, strengthening its authority across the web. This led to increased mentions and reviews of the app, ultimately boosting rankings in the Google Play and Apple Stores.
Throughout this process, we continuously monitored user feedback and reviews, making recommendations for improvement, modification, and feature additions based on ranking changes and feature additions in the app. With 10 versions launched between April 2017 and December 2017, our efforts paid off in a big way.
The results were nothing short of phenomenal:
Rankings and App Installs
Our team delivered incredible improvements in keyword rankings from day one. Highly competitive keywords like "online recharge app," "broadband bill pay," and "payments bank" ranked #1 by December 2017. Other strategically valuable key phrases, such as "bill payment," "mobile recharge app," "payment app," and more, broke into the top 10 results.
Here's a snapshot of our progress:
| Keyword | Search Volume | Initial Play Store Ranking (Apr 17) | Play Store Ranking (Dec 17) |
|---|---|---|---|
| airtel payments bank | 100000 | 2 | 1 |
| payments bank | 27100 | 2 | 1 |
| airtel money offers | 12100 | 2 | 1 |
| payment app | 18100 | 20 | 9 |
| online payment | 18100 | 21 | 8 |
| bill payment | 12100 | 45 | 9 |
| broadband bill pay | 10000 | 6 | 1 |
| postpaid bill pay | 10000 | 9 | 6 |
| postpaid bill payment | 8100 | 9 | 3 |
| bill payment app | 8100 | 17 | 8 |
| pay bills | 4400 | 20 | 8 |
| pay bills online | 4400 | 7 | 6 |
| online postpaid bill payment | 1000 | 8 | 5 |
| online recharge app | 4400 | 4 | 1 |
| online recharge | 301000 | 13 | 3 |
| mobile recharge offers | 14800 | 40 | 4 |
As a result, monthly organic installations of the app rose by an impressive 159% between April 2017 and November 2017.
Reviews and Ratings
Another positive indicator was the significant increase in overall reviews and ratings. The app registered a 60% increase in total number of reviews between April-December 2017. During this period, the number of 5-star ratings increased by an impressive 68%. As a result, the overall rating of the app increased from 4.3 in April 2017 to 4.4 in December 2017.
The power of exceptional app user experience is undeniable. By prioritizing seamless navigation and intuitive design, Bharti Airtel's My Airtel App has set a new standard for the industry.