LovePlanet is a popular dating service that was launched in 2005. In total, the service has 13 iOS and 6 Android apps. LovePlanet has about 1 million unique visitors per month and 20 million profiles registered in the database.

The vast majority of LovePlanet users come from Russia, Turkey, the USA, France, Germany, the UK, Brazil, India, and Italy.

Apart from the main LovePlanet app, they have many niche projects: Chance, a gay dating app, which has shown great conversion in Thailand. WOW, a service for short-term relationships, which has found a big audience in Germany. Siren, a dating app for mature women, which is actively growing in the US.

Since 2018, as part of the Indate project, we have started developing apps «from scratch».

The mobile dating market is very saturated, both on the demand and supply side. You constantly need to be on the lookout and watch how query structure and positions are changing. Typically, the popularity of dating queries increases in spring and summer, and drops in fall and winter.

Each app is updated at least 1–2 times a month. Mandatory ASO tasks:

1. Collecting a semantic base for each project on both platforms for the maximum number of available locales.
2. Tracking positions for keywords.
3. Optimizing the App Store and Google Play app page.
4. A/B testing that helps you find the best metadata options and increase install conversion in each country.

In my work, I constantly test various hypotheses. For example, I confirmed that in the first week after publishing an app, its positions begin to grow with the correct set of keywords.

Asodesk is the primary service I've been using for ASO since 2016. Firstly, it offers an accurate estimation of keyword popularity, and secondly, it combines many different tools that help analyze the current situation from different angles. You can view the positions of your app and your competitors' apps, as well as conducting comparative analyses.

ASO Comparative Report — simplifies tracking the dynamics of changes in the semantic core.

Reviews & Replies Board — I like that you can export reviews to Excel.

Keyword Analytics — simplifies monitoring the dynamics of key positions over time.

Keyword Charts — simplifies the assessment of your positions relative to your competitors.

Slack notifications help track the change of positions for queries and check if a certain query got into trending.

The support team managers also offer great service: all problems are resolved quickly.

Thanks to constant work, in 2020 we have tripled the number of new profiles on Android for all our projects.

iOS apps have grown steadily over the past two years: + 50% installs in 2020.