RetouchMe
App Store Connect
ASOmobile
AppTweak
Mobileaction
Apple Search ADS
RetouchMe is a mobile application that allows for professional photo retouching in one click. A powerful photo editor lets you change the body's shape, adjust facial features, and remove unwanted objects among other options.
To increase organic traffic in the US App Store and improve CR rates.
Conversion Rate (CR) in ASO is a metric that reflects the percentage of users who performed a targeted action: installed an app after viewing its page in the app store.
Before the project commencement, the RetouchMe team had optimized the visual part of the page and the maximum number of locales for their app, including regions and languages they worked with through the App Store.
Optimization entails a continuous process to enhance apps and websites, so the RetouchMe team turned to Promodo for further optimization.
We are talking about ASO (App Store Optimization). We were tasked to update the data and optimize it to ensure more traffic and increase the number of installations.
After 11 months of running the project, total organic traffic grew by 31.7% and exceeded our initial expectation by 10% growth.
Promodo's Mobile App Marketing team recommends performing ASO regularly. The process is similar to SEO for websites: it is important to constantly monitor the dynamics of positions and improve the client’s app.
We recommend ASO for textual and visual content because:
If you fail to perform ASO, your app will lose organic traffic. That's why we embraced several stages.
Our strategy was to divide the work into two target regions:
The division seems logical while the US market boasts the most solvent audience: there are plenty of users who can afford paying for the product.
We focused on improving the App’s positioning in the USA, however, a single market would not ease our effort while the United States is a very specific and resource-intensive region.
The US has the largest number of locales (languages) indexed for a single region. While previously there were merely two locales - AM EN and SP (MX) - nowadays 10 locales are being indexed.
While other locales are not that profitable, we still processed them.
We aimed to improve the overall visibility of the App in search results and to improve its position in each country.
In general, we divided the work into two simultaneous stages:
At the Client's request, we gathered relevant semantic core and prioritized key queries by relevance and traffic. With this data in hand, we started updating the App data.
We analyzed the market, competitors, and trends. The emergence of artificial intelligence or the combination of both photo and video editors in one app has all affected the emergence of new search queries in the photo & video niche and necessitated further updates in the App's metadata.
It's just not enough to simply collect the semantic core at the client's request and quickly update everything in two clicks. Our goal is to increase organic traffic and CR to make more users download the App. We made several iterations in data update changes to get the aimed outcome.
Example #1
EN(UK) — we changed the subtitle several times, save as the alteration in the key field.
A subtitle in ASO is a short description that appears under the app name in the App Store.
Example #2
Spain (Mexico) - we made four iterations in changing the subtitle save as the alteration in the key field.
Given that there are multiple locations, there was a lot of work to be done as had to consider the peculiarities of each region.
We collect a semantic core with key queries and prioritize them. To achieve business goals, it is vital to test individual approaches to optimize application pages.
That's why, the Promodo team conducted several iterations for the RetouchMe App per localization. We removed all the unnecessary words that did not get the App to the desired positions in the App Store and added the new ones. We tested all the updates.
Initially, we focused on increasing traffic by 10%, though the results exceeded our expectations.
In 11 months*, the Promodo and RetouchMe teams managed to get:
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In addition to increasing the visibility of the app's page in the US App Store, we also managed to improve CR rates.
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We continue working with the Client and have already agreed on an ASO strategy to further improve the App's position in the search results in the stores.
Further steps:
We continue working with ASO by keeping our focus on the US market and other priority countries for the client.
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