Mobile dating market is very intense, both from the demand and supply side. All the time you need to be on the alert and watch how the structure of requests and positions are changing.
Julia Baranova, Love Planet, Head of ASO department
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A popular service that was founded in 2005. Auditory of the LovePlanet is about a million customers a month, and in the database, an application has more than 20 million registered users. In combined revenue between iOS and Google Play, LovePlanet comes in the top 10 in the Russian region. At the moment most of the customers are from Russia, Turkey, USA, France, Germany, UK, Brasil, India and Italy.
ASOdesk system plan
App Store + Google Play
20+ Mobile Applications
Number of applications

ASOdesk is the main service I use in ASO. First of all, accurate traffic popularity statistics. Second of all, many other important ASO instruments that help to analyse the current situation from different angles.

Julia Baranova
LovePlanet, Head of ASO Department
Julia, tell us about your projects?
Dating service LovePlanet is a very high-quality product, behind which stands a first-class team of specialists and a huge experience of interaction with users. We always add something new for our customers: anonymous chat rooms, a game of sympathy and so on. Thus, each side seeks to move forward. Therefore, it is quite natural that apart from the main LovePlanet application, among our products there are a lot of niche projects, such as Chance dating for gays, which showed an excellent conversion in Thailand; Dating for short-term relations WOW, who found her audience in Germany; Dating for mature women Siren, actively growing in the US and many others. In 2018, as part of the new project "Indate", we launched the development of applications "turnkey" taking into account the wishes of the partner for design and concept.
What is the specificity of ASO in your area, for example, the seasonality of search queries, high competition, the existence of a monopoly?
Mobile dating market is very intense, both from the demand and supply side. All the time you need to be alerted and watch how the structure of requests and positions are changing. Also, the popularity of queries is not static. Traditionally, for the industry, the growth of popularity of daily requests is in the spring and summer, the decline - in the fall and winter.
How do you work with ASO, how often do you update applications for new meta-data, how do you track changes, how many employees do you have in the team dealing with this process?
At the moment, we have more than 20 applications available around the world. On average, we update the meta-data once every couple of months, during this period we see tangible changes in the structure of the requests, which require the ASO to be adjusted. Monitoring of changing positions to key requests, I share several components:

  • a weekly analysis based on the Organics report, which is formed by our department of statistics, gives an overall picture of how certain changes in requests affect the final increase in traffic;

  • a daily monitoring of the most priority key queries in the most key countries through ASOdesk services and others. I receive automatic reports on email;

  • a mandatory control on mobile devices. Every day during the day, I pick up one of my phones (iOS or Android) and check how the situation is changing. Despite the fact that the analytics tools give very detailed information, I prefer to see a real picture of what the user sees.
Which hypothesis was verified within the ASO?
Hypotheses arise in my work more or less constantly once a month.

For example, last year, when iOS 11 was announced, and it became known that the description text would be inaccessible to editing after moderation, a hypothesis appeared that the text description would begin to influence the search positions more significantly. However, I have to state that the "stuffed" keys in the description hardly add to the chances of the application quickly getting a large coverage for key queries and instantly improving the position. ASO with us is, as before, a progressive process of updating meta-data.

The hypothesis was more successful, that in the first week after laying out the application in a stop, it has some slight priority for growth on key queries. Since we often release new applications, I can confirm that in the first week after the calculation, with the right selection of keys and feedback, the application has a good chance of getting good growth.
Why ASOdesk? What are the main tools you use in your work (Organic report, ASO Comparative report, Keyword Auto-Suggestions, Keyword Analytics, Keyword Boost)?
ASOdesk is the main service that I use in ASO. First, there are fairly accurate estimates of the popularity of key queries, and secondly, many different tools within one service that help analyze the current situation from different angles (see your positions, the positions of your competitors, do a comparative analysis, etc.) In addition to the main Keyword Analytics and Keyword Explorer, I often use the Organic Report to visually and quickly get information on our key queries.

I want to especially note the notification of Trending Searches Alerts in Slack. It helps to keep a hand on the pulse.
Finally, Julia, share the data, how much have you grown the level of organic settings in your applications?
On the graph, you see the application Siren iOS in the US. The level of organic downloads after working on ASO grew more than 4 times.
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