According to a 2014 DMEautomotive study, vehicle buyers, who used a branded app, were 73% more likely to purchase from the dealership. Compare to shoppers who did not use an app, app buyers booked 25% more service appointments after making a purchase. They also spent 7% more than non-app users when purchasing a vehicle, according to Cars. com-commissioned study.
App users are also more likely to be younger, more affluent individuals with plans to purchase cars ranging in price from $20,000 to $40,000, with a median price of $28,419. This creates opportunities for auto dealerships that embrace mobile technology to build long-term relationships with these younger customers, resulting in repeat purchases. Today our customer is a new & second-hand car buying app.
Our customer is a marketplace for new and used car buyers and sellers. It is Switzerland's most successful car app, with over 590,000 MAUs and over 6.8 million sessions per month.
Switzerland is a difficult market to research keywords in because it is a multilingual country with three official languages (actually Switzerland has four official languages, but Rhaeto-Romanic is not a localization supported by Apple, thus it does not matter for ASO). German is spoken by 63% of the population, French by 23%, and Italian by 8%. Furthermore, many ex-pats from all over the world live in Switzerland, making English a useful language.
To be honest, ASO was never a big deal at this company. After initially setting the keywords, no further changes were made to the various keyword sets. As a result, it was clear that it did not maximize its organic user acquisition 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.
Solution: how localization affected visibility and installs
App localization German
First, we used Appranking
to analyze our current German keyword set. Some terms turned out to have very low search volumes, even though I thought they were extremely relevant.
Take the word "Gebrauchtwagen" for example (Germans love to connect single terms and create very long word monstrosities. This keyword, which translates to "used car," is undoubtedly relevant for a car marketplace. However, it was not very popular among Swiss App Store users.
When we discussed this case, we discovered that even the German-speaking Swiss use a French term to describe used cars: "occasion." That was new information as a freshman ex-pat. We conducted additional research and discovered some very interesting findings: Swiss German differs from Standard German in many ways, including pronunciation, grammar, and vocabulary.
We checked the keyword "Occasion," and it outperformed "Gebrauchtwagen" in terms of search volume by more than 100%. We were able to identify more terms that delivered higher search volumes.
We quickly saw great results after replacing them and reassembling a new German keyword set. The number of search impressions per week increased by 21% in the first week following the changes. It increased to up to 56% more visibility in the following weeks.
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App localization English
As a result of these findings, we added an English product page as a secondary action. According to our data, approximately 10% of users had their device language set to English.
As a result, we assumed that the ex-pat community in Switzerland was interested in our app and that an English localization would make it more accessible to them. Appranking
was once again of great assistance in researching English keywords, and we discovered some very promising terms. We also changed the terms of the French keyword set based on the search volumes they generated.
App localization Italian
The third strategy focused on Italian localization. Italian speakers are by far the smallest user group, and most Italian keywords were not very helpful in terms of visibility. So we used a strategy: Some of the low-volume Italian terms were dropped. Then we replaced them with German keywords that we couldn't use in the German localization due to the character limit of the keyword field.
The results of these additional measures outperformed the results of adjusting the German keywords. Within six weeks of uploading the new keyword sets, the number of weekly impressions increased by 76%. Overall, the number of downloads per week increased by up to 46%.
How we work with App Reviews
1. Respond to negative reviews.
If a review does not describe a problem but has a negative overall tone, we try to include more keywords in the response. However, they must be relevant to the review. A user, for example, complained about paid features in an app. In our response, we used keywords to describe which features are free.2. React to the featured reviews.
These reviews appear at the very top of the app page, where users notice them first. As a result, it is critical to work correctly with featured reviews and prevent negative reviews from appearing.3. Notify users who reported bugs when a bug is fixed.
We send out template responses in which we notify users of the fixed bug and request that they update their reviews. 4. To respond to positive reviews, we use templates.
It is critical to respond to both negative and positive reviews to maintain user loyalty. We added keywords to positive reviews to boost app rankings in Google Play.5. We examine updated reviews
to determine how user perceptions of the app change as a result of our responses.
We frequently see users improve their ratings and correct their reviews after their problem has been resolved.6. We make every effort to resolve issues as soon as possible.
The sooner we assist users, the more likely it is that they will correct their reviews and improve their ratings. Users, for example, have reported that streams have vanished from the app. We quickly responded that they had been moved to another section, and one of these users then increased their rating. Buy App Ratings & Reviews to Boost App Store Optimization
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How Localization Increased an App’s Visibility by 76% and Got 46% More Downloads? The following are the main takeaways from this case study:
● Learn about the regional languages and dialects of your target region. You might come across keywords that you hadn't considered before.
● Investigate the search volumes of your keyword candidates using a tool. Our optimization process would have been a never-ending trial-and-error exercise without the data provided by Appranking
● Use all of the localizations listed in your target geo. In most cases, at least two, and sometimes even three, are present.
● Use keywords that do not correspond to the localization to increase visibility for a more important language.
At last, if you think this article is helpful to you, please share it with your friends. ASO World is always here to help you find the key to your success. Thank you for reading.