UK Marketing Case Study: How To Boost Travel App Conversion By 35% With PPO(App Product Page Optimization)?

Every July and August, Europe is on vacation. So now, as for the travel apps, it's a good time to promote them. Today this article will talk about how ASO World helps a travel app boost its conversion by 35% through Product Page Optimization (PPO), and basic ASO solutions. 

Story

An app must pique a user's interest in order to persuade them to download it; this can be done by using an icon, screenshots, or a title alone or in combination. The name of this travel app remains anonymous here to protect the privacy of our customers. This app was designed by its founder, who is also an ASO expert. 

He didn't give the style design of the app enough consideration when his team was creating it. Ordinary smartphone screenshots were present in the stores. Based on the title, a designer created the icon at his own discretion. In brand naming, he also failed. So our ASO team needs to fix everything from the beginning, including the Customer Product Page (CPP).

With this situation, ASO World provides all the tools necessary for successful ASO work, we use it for analytics. They are practical, simple to use, and enable the reduction of manual data collecting time.

Challenge

Reaching the top 100 apps in the travel category of the App Store was one of their objectives for 2022. This objective was handled by just one member of the marketing team for this little company. The team needed to be able to gather all pertinent information from a single tool for both iOS and Android, as well as for its own app and competitors. 

So we provide Appranking, our sister platforms that offers some effective ASO tools and data analysis for ASO, ASA, market analytics, etc, to make your ASO & ASA work more convenient. You may see information about all app updates and how those changes influenced rankings for important queries here. It saves all of your app's metadata, along with that of your rivals': the symbol, screenshots, title, subtitle, descriptions, brief summaries, and details on in-app purchases for any time frame (since the app started its tracking in the system). It is easy to keep track of how changes to the metadata impact search results. Below, we made a release and afterward performed some analysis on it.



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The Customer Product Page before

1. Title

The previous title was overly wordy and convoluted. Consequently, it takes up too much usable area. We analyzed the titles of competitors, and found that flights are the most well-known and frequently used term in titles, hence they all contain it. As a result, it faces intense competition. 

2. Icon

The founder of the app wasn't well versed in icon design when he first started working on the app. He merely tasked the designer to come up with something. They finally chose to use it because they had no other choices or suggestions. As you can imagine, the icon needs a lot of work.

3. Screenshots

Simply smartphone screenshots were used for these. Every page shows what is actually present in the app. It familiarizes a user with the app's content after downloading, but it is also dull and formal.

Solution

In this part, we will present how ASO World teamwork to achieve the conversion goal.

1. Take a new title for the app

I sorted out competitive keywords for various nations using ASO World tools. I expanded this global release to include Italie and France. ASO World supports a number of languages. There are therefore several keywords available worldwide that can be used in your metadata.

We combined the necessary titles after gathering the semantic core. The names of competitors cannot be utilized, and this must fit the app's concept (titles can be inserted only in the App Store in the Keyword Field).

We then needed to rebrand. I made the decision to create something that incorporates this concept because I offer not just the ability to search for tickets and accommodations, but also data on various nations. In order to free up space in the title box for additional keywords, it was decided to place the title on the icon rather than the actual title.

2. Design a new icon

Following competition analysis, we picked the top ten icons most intriguing. We include these icons in our presentation, it is particularly practical because everything is readily visible and related pieces may be quickly located to aid with the problem. Icons for various themes in apps should also be examined.

Examples of applications in different fields demonstrate how all the themes have common components. While being pursued, they try something different without straying from the frames because it has been tried and is effective.

Study the ideas of your rivals, organize a brainstorming session, and then generate your own idea—which need not be very different. A fresh idea in a certain category can sometimes make things worse and other times it can make things better. 

All competitors have planes on their icons. The same criteria guided the selection of the icon's color. Each competitor's icon is blue and navy in color. 

3. Prepare for the new screenshots

We created a presentation using a PDF with screenshots of rival companies, identified similar characteristics, and wrote down advantages and disadvantages. Finally, we chose a bright vision.

4. Keyword optimization

The ASO strategy involves taking a few essential factors into account. Our team creates a keyword list of search keywords in order to have the best chance of generating downloads. We first create an indication using ASO World traffic and install analytics to assist them to identify new keyword opportunities with the greatest potential for commercial impact.

Our team keeps an eye on the traffic sources and keywords used by their rivals. In order to achieve this, we perform increased keyword research inside the targeted niche market. By doing so, they may initially optimize their resources and focus their efforts in other directions. 

We also take into account the keywords on which its rivals are bidding in order to double-check their strategy.

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Result

We made changes to the app's title, icon, and pictures as well as localized it for two new nations. Now is the time to start enjoying the benefits, and the new Appranking ASO tools from ASO World were helpful.

All metrics in the app were impacted by the adjustments. There was a 27% rise in interactions (Impressions), a 10.2% rise in new app downloads, and a 35.2% spike in conversions (CVR).