ASO Case Study: How to Achieve 160% Increase in Registration Rate for a Second-Hand Trading App?

The second-hand trading industry has been booming in recent years, and second-hand trading apps have become increasingly popular among consumers looking to buy and sell used items. However, with so many apps in the market, it can be challenging for companies to differentiate themselves and attract new users.

In this case study, we will explore how a second-hand trading app was able to achieve a 160% increase in registration rate within six months. We will look at the challenges the app faced and the strategies it employed to overcome these challenges and achieve its goals.

App store optimization(ASO) results

• +160% in registration rate of the app within 3 months;
• +75% of daily active users(DAU);
• The referral program was particularly successful, with over 10,000 successful referrals during the six-month period;
• The content marketing strategy also helped to improve the app's brand recognition and user engagement.

App story

Our client is a second-hand trading app that allows users to buy and sell used items in their local area. The app was struggling to attract new users, and the registration rate was stagnant at around 10% per month.

The primary objective of our marketing campaign was to increase the registration rate of the app by at least 160% within 3 months. Our secondary objective was to improve the app's brand recognition and user engagement.


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App store optimization(ASO) challenge

Achieving a 160% increase in registration rate for a second-hand trading app can be challenging, and there are several potential obstacles that could stand in the way. Some of the common challenges that app marketers might face in this regard include:

1. User acquisition cost: Acquiring new users can be expensive, and the cost of acquiring each new user could exceed the revenue generated from that user. This means that the app must be careful about how much it spends on marketing and user acquisition.
2. User retention: Even if the app is successful in attracting new users, it must be able to retain them over the long term. This means that the app must offer a high-quality user experience and continually improve its features to keep users engaged.
3. Lack of trust: Second-hand trading apps often involve transactions between strangers, which can make users hesitant to use the app. The app must build trust with its users by implementing secure payment systems and providing clear guidelines for transactions.
4. Limited market: The market for second-hand trading apps may be limited to a particular region or demographic, which could make it challenging to attract new users.

App store optimization(ASO) solution

We took a three-pronged approach to achieve our objectives:

Research and analysis

We conducted market research to identify the app's target audience and their preferences. We analyzed the app's user data to identify user behavior patterns and areas for improvement.

We identified the app's target audience as young adults aged 18-35 who were environmentally conscious and interested in sustainable living. We also identified that many users were dropping off during the registration process, so we simplified the registration process and removed unnecessary steps.

Content marketing

We developed a content marketing strategy to increase brand recognition and drive user engagement. This included creating blog posts, social media posts, and email newsletters that focused on topics related to second-hand trading and sustainable living.

We developed a content calendar and published blog posts and social media posts on a regular basis. We also created an email newsletter that was sent out to users every two weeks. The content focused on topics related to second-hand trading, sustainable living, and the benefits of using the app.


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Incentives and referral programs

We incentivized existing users to refer new users to the app by offering them discounts and credits for each successful referral. We also offered new users a discount on their first purchase to encourage them to register on the app.

We launched a referral program that incentivized existing users to refer new users to the app. For each successful referral, the existing user received a discount on their next purchase. We also offered new users a discount on their first purchase to encourage them to register on the app.

Conclusion

By focusing on research and analysis, content marketing, and incentives and referral programs, we were able to achieve a significant increase in the registration rate of the app. Our campaign not only helped to attract new users but also improved the app's brand recognition and user engagement.