The photo app's market presence was bolstered by strategic ASO, leading to increased visibility and download rates in UK.
In the vibrant Photo & Video app sector, developers are competing with built-in camera apps from giants like Apple and Samsung to win over users. With the Global Photo Editing App Market valued at USD 14,818.2 Million in 2019 and projected to reach USD 30,051.5 Million by 2027, the demand for advanced editing tools is on the rise. This growth is fueled by enhanced smartphone capabilities and the viral impact of social media.
As we delve into the nuances of this market, let's explore a case study that exemplifies the challenges and triumphs faced by photo editing apps in today's digital landscape.
Our client's app is a cutting-edge photography application designed for professional photographers. It stands out in the market by allowing users to work with .RAW files, ensuring the highest quality of image processing. This unique feature provides professionals with the capabilities to achieve results that are not possible with standard photo editing applications.
So, what challenges did the photo app face?
1. Declining Traffic:The customer reported that prior to 2019, the app's average daily downloads remained steady at around 3,000. However, after 2019, there was a sharp decline in downloads for unknown reasons.
2. Rising Advertising Costs:To boost download numbers, the customer experimented with Google and Facebook ads, which managed to maintain an average daily download rate of 6,000 to 8,000. But starting from September this year, due to algorithm changes or other factors, advertising costs significantly increased, leading the customer to gradually abandon the advertising strategy.
3. Marketing Budget Pressure:With the rise in advertising costs, the original advertising strategy became less cost-effective for maintaining download numbers, creating budgetary pressures for the customer.
4. Seeking New Promotion Methods:Faced with the challenge of increasing advertising costs, the customer turned to App Store Optimization (ASO) for assistance, hoping to use this more cost-effective and efficient promotion method to enhance the app's visibility and download numbers.
5. Uncertainty Due to Algorithm Changes: Algorithm updates on app stores and social media platforms bring uncertainty to marketing efforts, potentially rendering previously effective advertising strategies ineffective overnight, making it more challenging to adjust marketing strategies accordingly.
※ Recommended Reading: Deciphering the iOS App Store Algorithm - Keyword Ranking Changes
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During our initial conversation with the client, we learned that their goal was to increase the app's daily download volume to at least 6,000 to 8,000. To achieve this, we first conducted a detailed data analysis of the app using the FoxData.
The analysis revealed that the app was underperforming in keyword rankings, making it difficult for potential users to easily discover the app in the app store.
The insights from the analysis helped us pinpoint areas that needed improvement and laid a solid foundation for the subsequent optimization strategy.
Next, we introduced the importance of keyword optimization to the client and analyzed their competitors' apps. By studying the competitors' keyword strategies, titles, and descriptions, we quickly identified shortcomings in our client's app titles and descriptions.
These findings allowed us to precisely target and devise a more focused optimization strategy for our client's app.
Considering the client had never tried keyword install service and was unclear about budgeting for such campaigns, we decided to adopt a gradual approach.
We designed a customized optimization plan for the client, selecting two keywords that the client was interested in and conducted about 50 trial installs for each keyword. The purpose of this phase was to demonstrate the initial effectiveness of ASO and build trust in our services.
With a small number of installations for the selected keywords, we quickly saw positive results. The client's app experienced a significant improvement in search rankings for these keywords, and daily download numbers began to rise.
These clear outcomes bolstered the client's confidence in our ASO service. They began to believe that even with limited budgets, carefully planned keyword optimization could yield substantial promotional results.
Given the success of the initial trial, we agreed with the client to proceed with a larger scale keyword install service. We planned to conduct about 200 installs for each keyword over the course of a week to solidify and enhance the keyword rankings.
With this week's effort, we anticipated that the keyword rankings could improve to within the top 20 positions, and the daily download volume was expected to increase to the client's target of 6,000 to 8,000 downloads.
Optimization is not an overnight achievement; we understand that continuous effort and regular assessment are crucial. Therefore, throughout the optimization process, we provided ongoing analysis and support to ensure the app's performance continued to improve.
By regularly updating keywords, adjusting the app's description, and monitoring market dynamics, we helped the client's app maintain a competitive edge in a fiercely competitive market.
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In summary, through our professional ASO services, the client's app went through a series of carefully planned and executed steps, from data analysis to keyword optimization, and on to sustained market adaptation, ultimately achieving a successful increase in download volume and meeting their market objectives.
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