Canonical: https://www.strataigize.com/case-studies/127-increase-in-downloads-kleos-30-day-app-store-optimization/
Description: In 30 days, a reworked App Store listing and new visuals raised Kleo's downloads 127% and conversion rate 110% in the crowded language-learning category.
Published: 2022-09-05T00:00:00.000Z
Modified: 2026-08-30T00:00:00.000Z

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Kleo: Language Learning

# +127% Downloads: Kleo's 30-Day App Store Optimization

In 30 days, a reworked App Store listing and new visuals raised Kleo's downloads 127% and conversion rate 110% in the crowded language-learning category.

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+127%

Increase in download rate

+110%

Increase in conversion rate

By [**Ian McGavin**](https://www.strataigize.com/about/team/ian/), Co-Founder & CMO · Published September 5, 2022 · Updated August 30, 2026

## Visitors Reached the Store Page and Left

Kleo, a language learning app for Spanish, Italian, and German, was hard to pick out in a crowded marketplace. The teaching approach was good. The App Store listing was not, and conversion rates sat flat. People were finding the page. Almost nobody was tapping download.

That gap is worth checking on your own app before you spend anything more on traffic. Every ad, every share and every search result has to pass through your store page, and a page that does not convert wastes all of it.

The obstacles here were specific:

-   App Store visuals and messaging that did not sell what the app does.
-   A weak icon and flat imagery, which kept conversion rates low.
-   Missed chances to improve how the app was worded and found, work known as app store optimization (ASO).

Research_→_Redesign_→_Convert

## New Keywords, a New Icon, Clearer Screenshots

We worked on two things only: the words on the listing, and the pictures beside them.

**The words.** High-traffic language-learning keywords went into the title, subtitle, and description, and the description was rewritten around the thing Kleo actually does differently: real-time conversation practice. Not a list of features. The one feature a browser comparing five language apps would remember.

**The pictures.** The icon was simplified until it read at a glance on a crowded home screen, and every screenshot was rebuilt to show one benefit each: real-life conversations, daily lessons, progress tracking. A store visitor decides from the first two or three frames, so those frames got the strongest material.

![Kleo daily downloads and conversion rate climbing across 30 days, with a step up after new preview screens launched](https://www.strataigize.com/case-studies-media/679a50479e527a3bd8331352_case-study-charts-6.png)

Daily downloads (bars) and conversion rate (line) across the 30-day optimization. The step change follows the new preview screens going live.

## In 30 Days, Downloads Rose 127%

Within 30 days both numbers had moved, and they moved together: the download rate rose **127%** and the page’s conversion rate rose **110%**. The same visitors were arriving. More of them left with the app.

> “Our subscribers grew like never before once we teamed up with Strataigize. Their tweaks to our App Store and visuals made a huge difference, more downloads, better conversions, and results we just couldn’t get on our own. They really helped us find a clear path to success.”
> 
> Michael Jajou, Kleo: Language Learning

## What to Change First on Your Own Listing

Better wording and better pictures were enough to lift Kleo out of the clutter and raise both visibility and conversion in one of the most competitive categories on the App Store. The work took 30 days. If people are reaching your page and leaving, start with the icon, the first screenshots and the opening lines of your description. Those are the cheapest things you own, and you can have new versions live in days. That is what focused app store work and design work look like when they are aimed at one page instead of spread across ten.

Author

**Ian McGavin**, Co-founded Strataigize in 2022. Mobile app growth, paywall/ASO optimization, and AI-search visibility.

Next step

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