About Ninja Number: 

Ninja Number is a Second Phone Number app that separates business and personal calls and lets you choose how you want to communicate.

The challenge: 

The client wanted to improve their organic acquisition through app store optimization methods in order to acquire as many users as possible with the least amount of media spend. Our main focus was on their Ninja Number app in Google Play.

The solution and results:

1. Competitive keyword research and assessment of the potential of long-tail keywords

We considered five of Ninja Number’s main competitors during our research and targeting. For keyword research, we analyzed over 100 short-tail and long-tail keywords depending on the app industry. Based on our findings, we chose the areas with the highest potential and prepared a comprehensive ASO audit which included suggestions that could easily be applied to the client’s app store page. 

A graph representing the competitive keyword research of Ninja Numbers Competitors

2. Analysis of targeted keywords that weren’t generating enough traffic 

The main goal was to beat the key competitors and increase the market share in the niche of apps that offer a second business phone line. By increasing the density of keywords, and by replacing the keywords that showed low relevancy and traffic with ones with more potential, we saw a continued increase in the app visibility score. Overall, the app’s visibility increased by 68% and by more than 1000% when compared to other competitors.  

Analysis and targeted keywords

Ninja Number visibility increased

3. Continuous updating and monitoring of changes in ranking

App Store Optimization is a long-term process that requires keeping track of keyword indexation and continuous optimization. We monitored the performance every day and prepared regular app store optimization updates accordingly. By focusing on keywords with higher traffic and relevance – and also by finding the ones which were key for competitors – we significantly improved Ninja Number’s organic rankings and downloads.

In the graph below, you can see the three-fold increase in organic user acquisition from the Google Play Console report. 

Three-fold increase in organic user acquisition from the Google Play Console Report

The 3 main keywords with medium-to-high volume where we saw the biggest improvement in rankings (in the TOP 3) were:


  • {Competitor}


  • Business phone number
  • Business number


The performance for {Competitor}” has become stable since the time of the project. Ninja Number continues to rank in the top 3 even after project completion.

"Competitor" performance for Ninja Number top 3

The ranking for business phone number” significantly improved with a volume of 24, which indicates medium volume. 

Ninja Number Ranking history keyword

Ranking for business numberincreased from the top 50 to ranking in the top 3 over a short 3-month period.

In this graph "business number" increased from the top 50 to ranking in top 3

In summary:

When tasked to use ASO methods to increase Ninja Number’s app store visibility and installs – without media spend – we stepped up to the challenge by focusing on competitor keywords and optimizing keyword selection. Through diligent performance monitoring over a 3-month period, we were able to keep improving Ninja Number’s organic rankings and downloads. These ASO efforts resulted in:

  • Top 3 rank for {Competitor} keyword
  • A significant increase to medium volume of one of the top-performing keywords, “business phone number” 
  • A huge jump for a major keyword,“business number”, from ranking in the top 50 to the top 3 

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