I'm Amanda Lamarr, the App Marketing Manager at FoxData. In this case study, I'm excited to share insights into how we significantly increased the organic downloads of a photo editing app developed by an Indian startup by 70%.
Unlike professional-grade app like Photoshop, this app is designed to provide users with the utmost convenience in photo editing, featuring simple tools for filters, color correction, and beautification that transform photos effortlessly.
App Story
Developed by an Indian startup and launched in 2023, the app struggled to gain traction due to ineffective market exposure strategies. As a result, its download numbers were dwindling.
"In the world of photo editing, things are changing at an incredible pace. We need partners who are agile enough to keep up with our evolving needs and tackle the challenges we face in each cycle," said Adam, the Marketing Manager at the company.
To understand how FoxData could elevate the app's visibility throughout the user lifecycle, our marketing team engaged in detailed discussions and market research with the company's marketing team.
It was decided that App Store Optimization (ASO) would be employed to achieve significant visibility and a boost in organic downloads for this cycle.
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Challenges
For the Client: The primary challenge faced by the client was reversing the declining trend in app downloads. This issue was critical as it directly impacted the app's visibility and user acquisition rates.
For Our Team: The major challenge for our team was to develop and implement an effective ASO strategy within a tight timeframe for the current cycle.
The client had neglected the ASO field for an extended period, resulting in outdated keyword structures and disorganized visual elements such as app screenshots and icons, which required immediate attention and overhaul.
Solutions
Given the specific circumstances of our client, we divided the optimization process into two distinct phases:
- ASO for iOS in the U.S. Market: This phase focuses on enhancing the app's visibility and download rates within the highly competitive U.S. market. Our approach includes a thorough analysis and restructuring of keywords, along with improvements in app metadata to better align with search behaviors and preferences of the target audience.
- Localization for Other Attractive Markets: Recognizing the potential in diverse global markets, this phase involves adapting the app's content and ASO strategies to fit the cultural and linguistic preferences of users in other regions. This includes translating app descriptions, adjusting visual elements, and researching region-specific keywords that can drive higher engagement and downloads outside of the U.S. market.
1. ASO for iOS in the U.S. Market
A)Text Optimization
Market Research
To quickly improve rankings and increase product visibility, our team conducted comprehensive market research on the app.
We first evaluated the app's position within the image editing category and its current keyword structure to tailor a specific ASO strategy moving forward.
Given the highly competitive nature of the image editing sector, our strategy involved restructuring the existing keywords and redefining the keyword distribution.
In the image editing category, particularly in the niche market of one-tap simple operations, the competition is fierce as users tend to search more for brand keywords than generic keywords.
However, there remains a significant number of users unfamiliar with specific brands. While the "brand effect" is crucial, there is still ample and necessary room to leverage generic keywords.
Below is an overview of our team's comprehensive keyword optimization process:
- Conduct Comprehensive Keyword Research:Initiate the process by performing thorough research to compile an extensive list of potential keywords. Focus on those that are relevant and have a good volume of traffic. Also, check whether the app is already ranking for any of these keywords.
- Assess Competition and Ranking Feasibility:Analyze the competition for each keyword to evaluate the likelihood of achieving a ranking within the top 20 positions.
- Finalize Keyword Selection: Choose the optimal set of keywords based on the research and competition analysis.
- Implement Keywords: Implement the selected keywords accordingly.
- Monitor and Optimize: Continuously measure the performance of the implemented keywords and make necessary adjustments to enhance their effectiveness. Repeat this process to ensure ongoing improvement.
💡If you want to choose keywords to optimize your product but don't know how, this blog will help you select the right keywords for your ASO:
How to Perform ASO Keyword Research and Boost Your App's Visibility.👋🏼
Expert Note: In the initial stages of detecting and optimizing keywords, the "Keyword Optimization" feature has proven to be surprisingly effective. By directly inputting a draft, we received comparative data with the current text metadata, greatly enhancing our efficiency in selecting and confirming keywords.
For protect our client's privancy, take its commpetitor as an example
If you also want to preliminarily determine a few sets of keywords before A/B testing, don't miss out on the "Keyword Optimization" feature!
B）Image Optimization
Another crucial element of the ASO strategy for the photo editor app involves the use of attractive and high-quality visual elements, such as screenshots and videos, to showcase the app's features and functionalities. These visuals should be eye-catching and highlight the app's unique selling points, such as filters, effects, and editing tools.
Initially, the screenshots for this photo editing software appeared quite ordinary, which resulted in low conversion rates. Taking into account the brand’s style and referencing the top competitors in the category, we designed several sets of screenshots and videos for the client.
🙋🏼♂️It's worth mentioning that during our research, we discovered that the client's product had been recommended and reviewed by some authoritative media in the United States. We decided to conduct a bold experiment using this social proof in our screenshot design.
Ultimately, our team created two sets of keyword and screenshot variants. We conducted a 90-day A/B test, monitoring the conversion rates and unique display counts for each variant. This approach not only allowed us to determine the most effective visual and textual combinations but also significantly enhanced the app's appeal and user engagement.
2. Localization for Other Attractive Markets
During our initial research phase, we identified that the localization efforts for the client's app in markets outside the United States, such as France, Spain, China, and Japan, were overly simplistic and even contained some spelling errors.
Our team includes experts from France, Spain, China, and Japan, who undertook the task of localizing the entire ASO text to ensure both accuracy and authenticity in translation.
In terms of localizing the screenshots, we went beyond ensuring basic accuracy and authenticity. We also tailored the language style to fit regional cultural nuances, incorporating localized colloquialisms that resonate more effectively with the target audience.
Results
As a result of our experiments and iterative processes, the app showed significant improvements in all metrics on iOS, particularly in organic downloads, which increased by nearly 70%!
Perhaps you would prefer to find a professional aso team to help you enhance app visibility, convert searches to downloads, and ultimately achieve results such success.
If so, please contact our sub-brand FoxAdvert. We are committed to customizing and managing effective App Store Optimization for you, to maximize the achievement of your marketing objectives.
If you want to optimize your ASO strategy yourself, be sure not to miss FoxData, a FREE App Data Analytics Tool.
FoxData, empowers your app marketing with mobile app analysis and ASO tools and stands strong in your market.
