Without a doubt, 2022 was the year the world went virtual. Almost every aspect of our lives has gone online, and fashion is no exception. Technology has been used to ensure everyone's safety during Fashion Week, interviews, runways, and even photoshoots.
While screen fatigue is real, particularly after a long day at work, screen time does not have to be all work and no play. Our favorite luxury brands, like LV, Chanel, and Dior, all have their apps, but look past those titans and you'll find apps that cover all aspects of fashion that we know and love.
Explore hubs of luxury design, discover hidden gems via second-hand and vintage resellers, or take advantage of personal stylists and delivery platforms with the apps bringing fashion into the future. Whether you’re looking to spruce up your daily closet, or need a little help deciding what to wear for the weather, you can always find them in fashion apps.
Our customer is one of India's fastest-growing fashion companies, which began with e-commerce before expanding into a variety of categories and channels. It is primarily a stylist in your field. The app connects users with professional stylists to solve any wardrobe problem, whether they are busy, overwhelmed with online stores, or simply looking for something new. It places a strong emphasis on utilizing the pieces you already own while assisting you in creating your ideal wardrobe.
The app‘s name remains anonymous here to protect the privacy of our customers. To give you a better idea of the app's story we're sharing, we show one of its competitors on the Google Play Store.
App Store Optimization challenge
Our customers wanted to improve their app's keywords ranking and drive user acquisition. Reaching the top 100 apps in the fashion category of the App Store was one of their objectives for 2022. So we made a list of app store optimization challenges for this app, and also for ourselves:
● Increase in number one keywords
● 70% increase in new users
● Gain Market Share in Fashion Categories
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.
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App Store Optimization solution
Now we're excited to share some of the successful experiments we conducted, as well as those that did not go as planned.
App Store Images
Our customer's app was already a hit when we first started. It was all over the news, so we didn't want to mess with anything that might make the app harder to recognize (so icon tests were out of the question). We focused on the low-hanging fruit: optimizing screenshots, which have the greatest impact on conversions. We chose the low-risk/high-reward strategy for our first experiment: we tweaked the screenshots according to best practices. We did the following:
● Caption text has been moved to the top of the app store images;
● Bolded the font and increased the contrast;
● Removed repetition from caption texts and emphasized more features within app store images
● Made the third screenshot more dynamic, and added comments and likes.
● The fifth screenshot has been added.
We also played around with the order of the app store images, but the original positioning proved to be the most effective. As a result, the optimized variation of app store images saw a 12.3% increase in conversion rate.
Using bullet lists and a prominent call to action both appeared to improve conversion rates. The Editor's Notes description was now at the top of the app, pushing the regular description way down below the fold, making its impact on conversion insignificant.
Keywords research optimization
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 ASO World
'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.
After implementing an improved keyword list, the app now ranks on numerous relevant keywords, including 51 #1 on Google Play and 30 #1 on iOS.
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App Store Optimization result
By doing ASO, this app has increased keywords ranking #1 by 87%
. ASO World has helped them to increase 75% new users
. The impact on keyword rankings is obvious, and the app did achieve top 3 rankings for some very relevant keywords, leading to more downloads in the long run.