A Photo Editing App is a software that is utilized to manage or improve digital images. This category of software varies from basic apps, (for resizing images and adding straightforward effects) to industry-standard programs utilized by professional photographers. Cost and features are the major factors when selecting photo editing software.
In-app purchase (IAP) revenue in the Photo & Video segment is projected to reach US$5.62bn in 2022. Paid app revenue in the Photo & Video segment is projected to reach US$1.95bn in 2022. Advertising revenue in the Photo & Video segment is projected to reach US$10.03bn in 2022. In this case, our customer is a photography app, which has increased its App Conversion Rate by 30% after our
App Store Optimization strategy.
App story
Our customer's company based in the UK has been one of the most popular photography apps in the App Store and Google Play since its inception in 2019. It is a creative channel that creates creative tools, spaces, and connections through self-expression. Driven by a creator-first philosophy, this app supports the creative journeys of over 1.7 million members from beginning to end, not only providing tools but also the education, community, and connections needed to realize their full potential.
The name of this app 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
As the company expands globally, it is clear that potential users in each country have different preferences and use cases. As a result, the app storefront most likely to connect with users in each country must be distinct. Understanding the unique audience in each market and the factors that motivate them to use the app became critical. The following countries were chosen based on their strategic priorities: the United States, Canada, Brazil, Russia, Norway, Sweden, Japan, and South Korea.
App Store Optimization solution
The first step we took was an in-depth analysis of our users' competitors by
App ranking. We must comprehend their features, visual and functional user experience, use of video on app store product pages, and product detail page optimization experiments. All of this must be taken into account when developing a strategy and calculating the potential ranking of a user's app.
Our data analysts prepared a list of top markets using available sales and market data. This is to identify countries where additional investment in ASO could be profitable. We focused on three metrics to narrow down the country: average revenue per user, top ten countries by revenue, and market size (download potential, etc.).
There are always some keywords that can work well in quantity in the title/subtitle, but there are some sensitive keywords and brand keyword restrictions that must be considered.
The entire optimization process is divided into two stages:1. Keyword optimization2. Localization in Russia & Sweden
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Keyword optimization
To determine the likelihood of a user's app receiving top rankings, we must first assess its position in the "Photography" category and identify the best apps in that segment.
Ranking potential is heavily influenced by the app's existing download base, brand awareness, number of reviews, and other factors. Our strategy is to look for apps with less competition and traffic but users ranking in the top 10, preferably the top three keywords, because this is where the majority of installs occur.
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Localization in Russia & Sweden
Corona restrictions have already begun to ease in many countries, while others see tighter and tighter restrictions imposed. These daily realities, combined with the unique characteristics of each geo, language, and culture, resulting in very different needs in very different spaces. And this is where app localization, and more specifically, culturalization, can be the winning ticket to app store success.
App localization in Russia
In Russia, the prevalent trend was to share photos on social media platforms. This was supported by in-app metrics, which showed that the "Share to" feature was frequently used.
The proposed hypothesis was that a first impression using portraits (which are very popular on social media) combined with messaging showcasing the UI for social sharing would be the most effective in attracting users. Because sharing photos on social media platforms are so popular, this hypothesis displays the Share options UI in the first impression. So we started to redesign the app customer page, including screenshots and Video, to show the strong social-sharing function of the app.
App localization in Sweden
We noticed that the overall level of photography in Sweden was higher than in other markets. As more professional-level tools were used more frequently when editing images, the in-app engagement metrics reflected this.
This app collaborated with creators to showcase photography that matched the sophistication of the local market, as well as messaging that highlighted the app's more advanced features. For this part, we add some professional elements to the product page. By showing the creators and their work in the Screenshots, the product page in Sweden was differentiated.
As a result, the messaging and features that must be highlighted are quite different. A social sharing message in Sweden and a technical, high-level execution approach in Russia would not be the way to go. Aside from getting the messaging right, the packaging is equally important. Make sure your design aesthetic, color schemes, and seasonal cues are appropriate for each country. When done correctly, a well-designed test can (and has) resulted in some impressive conversion rate increases.
Good marketing in any form always comes back to the simple premise of understanding your users and giving them what they want (even if they didn't realize it was what they wanted).
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App Store Optimization result
Finally, we achieved to increase of 23.2% conversion rate in Sweden and 30.8% in Russia. ASO is more than just optimizing keywords and screenshots; it is about optimizing everything. You must improve the user journey from product page access to successful app installation. If you have games, you should also consider the APK/IPA size to increase download rates.
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