UK Marketing Case Study: How We Help A Food Delivery App Win Search Traffic?

You can order whatever you want to eat with the best food delivery services only a click of a button. Burgers, pizza, sushi, or a dish from your favorite local restaurant can all be delivered right to your door. There is no need to dine in or even drive anywhere to get the meal.

Food delivery services have grown in popularity in recent years, but never more so than during the pandemic, when many people were unable to eat out. Despite the fact that restrictions have been lifted, food delivery apps are unlikely to be removed from our smartphones anytime soon.

Revenue in the Online Food Delivery segment is projected to reach US$63.02bn in 2022. It is expected to show an annual growth rate (CAGR 2022-2027) of 8.90%, resulting in a projected market volume of US$96.50bn by 2027.

The market's largest segment is Platform-to-Consumer Delivery with a projected market volume of US$32.01bn in 2022. In global comparison, most revenue will be generated in China (US$155,900.00m in 2022).

The average revenue per user (ARPU) in the Online Food Delivery segment is projected to amount to US$0.39k in 2022,  the number of users is expected to amount to 217.1m users by 2027 and user penetration will be at 48.1% in 2022.

App story

Our customer's app is a food ordering and delivery platform that Uber launched in 2019. Users can read menus, reviews, and ratings, order, and pay for food from participating restaurants using an iOS or Android app or a web browser. Users can also leave delivery tips. Uber charges your credit card on file. Couriers deliver meals in cars, scooters, bikes, or on foot. It operates in over 5,000 cities in 30 countries.

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

The client on which this Case Study is based is an app in the Food Delivery Category, which is one of the most competitive when it comes to ranking (and selling) your app. This is especially difficult than in any other category because you must brand your product extremely well in order to stand out by offering cool features and offers. Keeping up with the trends and new features that other food delivery apps may be releasing is essential, so keep yours up to date.

Our client's primary target market was the USA. The United States is one of the most difficult countries to rank because its smartphone population is larger than that of the majority of other countries. Also, there, users are more willing to pay for an app (or make in-app purchases, even if the app was free to download).

Then the team found ASO World and started their ASO journey. They want an increase of search traffic but with low cost. So ASO World team promised them that their goal will be achieved in 2 months.



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App Store Optimization solution

When working on App Store Optimization Services, it is important to carefully choose the best App Store keywords in Google Play or Apple App Store. The data collected by ASO World will be used for a comprehensive analytic in this keyword research report about "food delivery." For example, consider the following long tail keyword data: "youtube advanced," "game car," "24h," "sam," "spades," and "food."

We recommend that you create a specification for your app store keyword optimization if you are doing App Store keyword research with the keyword inspector. As an example:

Obviously, after determining the root of the core keyword, you must expand more long tail words. For example, from Appranking, I gathered the top 5 long tail words related to the keyword food delivery, as follows:

App Store Optimization result

Our customer was able to identify and optimize keywords in target markets by utilizing ASO World's Keyword Research features. As a result, it was able to increase the number of keywords ranking in the top ten while also improving the conversion rate for traffic generated in both stores via organic and paid campaigns.