How a Fashion App Increased Conversion Rate Markedly?

 

Recent data released by Google has confirmed that mobile devices are the future of retail. With over 64% of smartphone shoppers turning to mobile for ideas before heading out to shop, the mobile device has become the ideal platform to bridge retailer's in-store and online experiences, making it the perfect avenue for brands to communicate directly with the customer.

The app Fashionista is designed to help fashion enthusiasts discover and share new fashion trends and styles. It features a user-friendly interface, intuitive navigation, and a variety of useful features such as personalized recommendations, social sharing, and the ability to shop directly from the app. The app is available on both iOS and Android platforms and is currently available in the US market.

While the app has many advantages such as its user-friendly interface and personalized recommendations, we also recognize that there are areas where we can improve, like the app's visibility on the app store and increase our app downloads. Our goal is to reach a wider audience of fashion enthusiasts and build a strong community of users around our app. We believe we can achieve this goal and take the app to the next level with the help of our ASO group.

Like many other platforms, Fashionista faced numerous challenges on its journey to growth. Some of the key challenges faced by app developers and promotion teams were:

1. Building an Initial User Base: As a new app in a competitive market, Fashionista struggled with building an initial user base. With so many social media platforms already in existence, it was challenging to stand out and attract users to a new app.

2. User Engagement and Retention: Fashionista faced difficulties in keeping users engaged and retaining them on the app. The team realized that creating meaningful interactions and providing value to users was crucial for sustained engagement.

3. App Promotion and Brand Awareness: Fashionista had hurdles in promoting the app and building brand awareness. With limited marketing resources, the team needed to come up with creative and cost-effective strategies to increase the app's visibility and attract new users.

To overcome the challenges and optimize the app for growth, we implemented the following solutions:

Our customer's app was already a hit when we first started. It was all over the news, so we didn't want to mess with anything that might make the app harder to recognize (so icon tests were out of the question). We focused on the low-hanging fruit: optimizing screenshots, which have the greatest impact on conversions. We chose the low-risk/high-reward strategy for our first experiment:

We also played around with the order of the app store images, but the original positioning proved to be the most effective. As a result, the optimized variation of app store images saw a 12.3% increase in conversion rate.

Using bullet lists and a prominent call to action both appeared to improve conversion rates. The Editor's Notes description was now at the top of the app, pushing the regular description way down below the fold, making its impact on conversion insignificant.

With many new features planned for the coming months, the team will be updating the app's metadata in the App Store and Play Store to notify store visitors of the app's new features. This is where Keyword Research of FoxData comes into play. Our team approached the project using an agile and effective ASO framework from FoxData along with FoxData's competitor keyword analysis. Keywords must relate to the app's core values and value proposition. It also has a decent search volume and is realistic in ranking against competitors.

The team has identified the highest-priority KPIs, which include installs, monthly downloads, and the app's current ranking and installs for those keywords. The best keywords are those that correspond to the new target market, with special emphasis on new store user segmentation.

After implementing an improved keyword list, the app now ranks on numerous relevant keywords, including 51 #1 on Google Play and 30 #1 on iOS.

By using FoxData, this app has increased keywords ranking to 1 by 87%. ASO World has helped them to increase 75% new users. Fashionista's improved visibility, higher user engagement, positive user reviews, and increased downloads were instrumental in establishing itself as an exposure app in the market.

Do you also want to replicate such success? Come and try FoxData!