How Microsoft Copilot Grew iOS Search Installs Up to 134% Across 7 Markets

With category saturation driving up paid costs, Microsoft needed organic growth that didn't depend on outspending competitors. The goal: grow non-branded search installs across the US, UK, Canada, Australia, Germany, Japan, and France, and build a transferable playbook Microsoft could apply directly to Microsoft 365 Copilot.

Moburst ran a three-lever program on a continuous monthly cadence: ASO to improve keyword rankings and search visibility, CRO to convert that traffic more efficiently, and In-App Events to amplify major feature launches globally. The standout was a Competitor-targeted Custom Product Page built specifically to convert users searching for ChatGPT, Gemini, and Claude, which earned independent industry recognition. A single preview video A/B test on US iOS produced a 28% CVR lift, with double-digit gains replicated across Android and additional markets.

iOS search installs grew year-over-year in all 7 markets: the UK up +134%, Japan up +107%, Australia up +64%, and the US up +56%. Top-1 keyword rankings improved +148% on iOS, and 74% of ASO implementations produced a positive lift. CRO tests consistently outperformed benchmarks across Android markets and geographies. The iOS Widget Launch In-App Event saw 60% of installs come from outside the US, proving that globally-launched feature events generate outsized international reach. Microsoft is now rolling the entire playbook out to additional Microsoft products.