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Mar 30 2023
Fashion apps are becoming increasingly popular among consumers, who are looking for convenience and ease of use when it comes to shopping for clothing and accessories. Personalization is a key factor in boosting the conversion rates of fashion apps, as it allows users to have a tailored shopping experience that meets their individual needs and preferences. In this case study, we will explore how a fashion app leveraged personalization to boost conversions by 400%.
After implementing these changes, the fashion app saw a dramatic increase in its conversion rates.
Our client is a fashion app that allows users to shop for clothes, shoes, and accessories from top brands. The app is designed to make the shopping experience simple, personalized, and enjoyable. Despite having a large user base, we were struggling to convert visitors into paying customers.
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The fashion app in question had been struggling to convert visitors into customers. While the app had a sleek design and a wide selection of clothing and accessories, users were finding it difficult to navigate and find items that were relevant to their interests. The app's marketing team knew they needed to find a solution to this problem if they were going to succeed in the highly competitive world of fashion apps.
Then we offered Appranking, one of our sister platforms, which provides some effective ASO tools and data analysis for ASO, ASA, market analytics, etc, to make your ASO and ASA work easier. Here you can find information about all app updates and how they affected rankings for important queries.
It saves all of your app's metadata, as well as that of your competitors: the symbol, screenshots, title, subtitle, descriptions, summaries, and information on in-app purchases for any period (since the app started its tracking in the system). It's simple to keep track of how changes to metadata affect search results. We created a release and then analyzed it in the sections below.
To address these issues, opur team first conducted market research to identify the target audience and their preferences. The research revealed that the majority of the app's target audience were females aged between 18-34, who were interested in trendy and affordable fashion.
Based on this information, ASOWorld team decided to implement a personalized approach to their app store optimization strategy. They used a combination of keyword research, competitor analysis, and user feedback to create an app listing that was tailored to their target audience. They also implemented A/B testing to optimize their app's listing for better visibility and engagement.
To further enhance the personalization aspect, they highlighted the app's personalized shopping experience in their app's listing and included customer testimonials that highlighted the positive impact the app had on their shopping experience. They also included high-quality images and videos that showcased the app's personalized features.
Earlier, when a user abandoned a shopping cart, the app team used to send a generic notification asking the user to "check out the latest trends" or "add some extra accessories". However, these weren't enough to motivate users to take the desired action, leaving the app team wondering how they could turn this around.
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Marketing automation and personalization are now an integral part of our app marketing strategy. Our team helped design multiple journeys for the app, covering use cases like shopping cart, wishlist, search, and browse abandonment.
The app now moves from generic notifications to personalized and detailed notifications by adding specific details such as product name, brand name, price, related images, cart quantity, and deep links to products in cart and wishlist.
For example, if a user adds an Estee Lauder lipstick to their cart, but then abandons the cart, the app will send the user a notification with a picture of the Estee Lauder lipstick, highlighting the discounted price we are offering.
In search and browse abandonment, our team created intent-based journeys for the top-performing categories on the app to keep users coming back.
The app marketer developed an app store optimization (ASO) strategy to improve the app's visibility in the app store. This included optimizing the app's title, description, and keywords to make it easier for users to find the app when searching for fashion-related keywords.
Our customers use a variety of ASO tools to solve this problem. With many new features planned for the coming months, the team will be updating the app's metadata in the App Store and Play Store to notify store visitors of the app's new features. This is where ASO World's keyword install feature comes into play. Our team approached the project using an agile and effective ASO framework from ASO World along with Appranking's competitor keyword analysis. Keywords must relate to the app's core values and value proposition. It also has decent search volume and is realistic in ranking against competitors.
The keyword optimization process begins with ASOWorld's keyword brainstorming list. The team has identified the highest-priority KPIs, which include installs, monthly downloads, and the app's current ranking and installs for those keywords. The best keywords are those that correspond to the new target market, with special emphasis on new store user segmentation.
Personalization is a powerful strategy for boosting conversions through ASO. By tailoring their app's listing to their target audience, highlighting the app's personalized features, and leveraging customer testimonials and high-quality visuals, the fashion app in our case study was able to significantly improve its visibility, user engagement, and conversion rates. By implementing effective ASO strategies that focus on personalization, app developers can differentiate themselves from their competitors and attract a loyal user base.
Mobile Growth, App Store Optimization, App Growth Case Study,
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