NOVUS – DRIVING ORGANIC INSTALL GROWTH THROUGH ASO
- App Store Optimization
- Keyword research
- Store page optimization
- Reviews management
- App Store Connect
- Google Play Console
- Firebase Analytics
- ASO tool
Novus BY THE NUMBERS
Novus is a European chain of grocery stores that is dynamically developing and focused on high standards of work quality and customer service.
CLIENT REQUEST
NOVUS is a large Ukrainian supermarket chain with its own mobile application, which serves as a key digital channel for daily customer engagement. In a highly competitive retail environment, the NOVUS team needed to increase the app’s visibility in the App Store and Google Play and ensure stable growth of organic traffic.
The client approached Devlight with a request for comprehensive ASO optimization, focused on increasing organic installs, improving app store page rankings, and enhancing ratings and review quality–without increasing spending on paid user acquisition.
What we did
Devlight delivered a full-cycle ASO optimization for the NOVUS mobile app, covering textual optimization for the App Store and Google Play, keyword research and prioritization, optimization of the app title, subtitle, descriptions, and localizations, as well as visual store page optimization. Special attention was given to managing app ratings and user reviews, auditing analytics, and maintaining ongoing collaboration with the development team to ensure accurate communication of updates and new releases.
Results
As part of the ASO optimization for the NOVUS mobile app, the Devlight team significantly increased the app’s organic visibility in the App Store and Google Play. Store page impressions grew by nearly 50% year over year, indicating expanded search coverage and improved rankings for relevant queries. Total downloads also showed positive momentum, with a +5% year-over-year increase. Considering that the main peak of installs occurred during the first year after the app’s release, this growth reflects sustained support of organic demand rather than a one-time effect. Overall, the results demonstrate stable organic growth and confirm the effectiveness of a systematic ASO approach as a long-term user acquisition strategy without reliance on paid traffic.
