{"id":1350,"date":"2018-08-28T10:52:07","date_gmt":"2018-08-28T08:52:07","guid":{"rendered":"https:\/\/www.appagent.co\/blog\/2018\/08\/28\/case-study-achieving-66-growth-through-app-store\/"},"modified":"2024-10-12T18:38:40","modified_gmt":"2024-10-12T16:38:40","slug":"case-study-achieving-66-growth-through-app-store","status":"publish","type":"post","link":"https:\/\/webrixstudio.online\/aa\/blog\/case-study-achieving-66-growth-through-app-store\/","title":{"rendered":"Case Study: Achieving 66% growth through App Store Optimization"},"content":{"rendered":"\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

This is an in-depth case study by Jiri Chochlik, an ASO Expert at AppAgent<\/span><\/i><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Good mobile marketing managers are relentlessly looking for new ways to improve their user acquisition efforts. They spend time finding the <\/span>best strategies to follow<\/span><\/a>, hoping that they will give them an advantage over the competition. If you\u2019re a big publisher or an indie developer, ASO is an essential strategy that you can use to grow your app business.<\/span><\/p>

In this case study, we will give you an in-depth insight into the steps we took to <\/span>achieve a 66% growth in organic downloads for Kiwi.com<\/b>. We hope it will offer some useful app store optimization strategies that can use for your own app.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

In this case study you will learn:<\/b><\/p>

  1. How we defined opportunities for growth through ASO.<\/span><\/li>
  2. What our ASO strategy for Kiwi.com looked like.<\/span><\/li>
  3. Our keyword optimization process for US and non-US countries.<\/span><\/li>
  4. Which assets have been tested and how we achieved an incredible 82% increase in the conversion rate from over 30 experiments.<\/span><\/li><\/ol>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
    \n\t\t\t\t
    \n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"Case\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
    \n\t\t\t\t\t\t
    \n\t\t\t\t\t
    \n\t\t\t
    \n\t\t\t\t\t\t
    \n\t\t\t\t
    \n\t\t\t\t\t

    ABOUT KIWI.COM<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
    \n\t\t\t\t
    \n\t\t\t\t\t\t\t\t\t

    Kiwi.com is one of the five biggest online sellers of airline tickets in Europe, and the fastest-growing startup in the CEE region, according to Deloitte Technology Fast 50. The company\u2019s turnover increases massively every year, reaching an impressive \u20ac700 million in 2017. Kiwi.com currently employs over 1,500 people and operates in nine countries across the world.<\/span><\/p>

    AppAgent acted as the full-service mobile marketing team for Kiwi.com for nearly two years. We\u2019ve built up an incredible relationship with the business and the brand during this time. It\u2019s a powerful partnership that\u2019s delivering results.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

    \n\t\t\t\t\t\t
    \n\t\t\t\t\t
    \n\t\t\t
    \n\t\t\t\t\t\t
    \n\t\t\t\t
    \n\t\t\t\t\t

    IDENTIFYING GROWTH OPPORTUNITIES<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
    \n\t\t\t\t
    \n\t\t\t\t\t\t\t\t\t

    When we first assessed Kiwi\u2019s app store presence, we found some common issues with both keywords and store conversions:<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

    \n\t\t\t\t
    \n\t\t\t\t\t

    Keywords<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
    \n\t\t\t\t
    \n\t\t\t\t\t\t\t\t\t
    1. Keywords weren\u2019t properly structured, and they were frequently placed in the inappropriate field (title, subtitle, keywords).<\/span><\/li>
    2. Many keywords were not generating decent traffic.<\/span><\/li>
    3. In major non-US countries, keywords had been just simply translated without considering\u2014and properly researching\u2014local search queries.<\/span><\/li><\/ol>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
      \n\t\t\t\t
      \n\t\t\t\t\t

      Store conversion<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
      \n\t\t\t\t
      \n\t\t\t\t\t\t\t\t\t
      1. There had been very few A\/B tests and store experiments in the past.<\/span><\/li>
      2. Screenshot design was rather \u201cdull\u201d, did not stand out in the search results, and was due for an immediate update.<\/span><\/li><\/ol>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
        \n\t\t\t\t
        \n\t\t\t\t\t\t\t\t\t

        At a strategic level, while Kiwi.com offers flight tickets to travelers around the globe, its focus was mainly on the US store. This meant that they were missing key opportunities in foreign markets<\/b> including France, Japan, Spain and the UK.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

        \n\t\t\t\t\t\t
        \n\t\t\t\t\t
        \n\t\t\t
        \n\t\t\t\t\t\t
        \n\t\t\t\t
        \n\t\t\t\t\t

        THE ASO STRATEGY<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
        \n\t\t\t\t
        \n\t\t\t\t\t\t\t\t\t

        ASO consists of two distinct, but interconnected, areas: conversion rate optimization of the store listing and keyword optimization.<\/span><\/p>

        In order for us to have a solid understanding of the landscape, the first step we took was to perform an in-depth analysis of Kiwi.com\u2019s competitors. We needed to understand how they present their services; their visual and language style; whether they use video or not; and their store listing experiments. All of these would need to be considered when we created the strategy, and calculated potential rankings for Kiwi.com.<\/span><\/p>

        In order to identify the countries where additional investment into ASO could be profitable, our data analyst prepared a list of top markets using available sales and market data. To narrow down the list of countries we looked primarily at three metrics: the average revenue per user; top-10 countries in terms of revenue; and market size (downloads potential etc.)<\/span><\/p>

        Being \u201con brand\u201d, while keeping sufficient space for experimentation, is a never-ending challenge for any big brand. There are always keywords that could work well volume-wise in the title\/subtitle, but which fall foul of the brand guidelines. To ensure we were always on point, Kiwi\u2019s Head of Mobile Karel Soucek was always engaged in our discussions, giving his view on our messaging.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

        \n\t\t\t\t
        \n\t\t\t\t\t\t\t\t\t

        The whole optimization process was split into two phases:
        <\/b>1. ASO for the US market both on GP and iOS (including keyword optimization + store listing).
        2. Localization for the most attractive non-US countries.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

        \n\t\t\t\t
        \n\t\t\t\t\t

        1. KEYWORD OPTIMIZATION IN THE US MARKET<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
        \n\t\t\t\t
        \n\t\t\t\t\t

        A) Identifying competitors and Kiwi positioning<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
        \n\t\t\t\t
        \n\t\t\t\t\t\t\t\t\t

        In order to understand the possibility of achieving a high ranking (within the top 10) we first needed to assess Kiwi\u2019s place in the travel category, as well as identifying the best apps in this niche.<\/span><\/p>

        The ranking potential is strongly dependent on aspects like reach, brand strength, visibility, number of reviews, etc. As the travel category is a very competitive one, we knew that Kiwi.com wouldn\u2019t be able to outrank the best apps like Skyscanner or Kayak for the most searched-for keywords (those with Top 10 rankings).<\/span><\/p>

        Our strategy was to look for less competitive keywords with less traffic but the much higher probability for Kiwi to rank in the top 10\u2013and ideally in the top three\u2013as that\u2019s where most installs happen.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

        \n\t\t\t\t
        \n\t\t\t\t\t

        B) Keyword research<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
        \n\t\t\t\t
        \n\t\t\t\t\t\t\t\t\t

        The travel category, and especially its niche\u2013offering cheap flight tickets\u2013is tricky as users are more likely to search directly for well-known brands rather than for generic phrases like \u201cflight tickets\u201d.<\/span><\/p>

        However, our assumption was that there is also a considerable number of users who are not familiar with big brands. I personally confirmed this hypothesis by simply searching and recording how many brands within this category were unknown to me.<\/span><\/p>

        This diagram explains the whole keyword optimization process:<\/b><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

        \n\t\t\t\t
        \n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"The\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
        \n\t\t\t\t
        \n\t\t\t\t\t\t\t\t\t

        Simply put, we:<\/span><\/p>