Action 1: Visual Makeover To Boost Call to Actions & Engagement

Upon ParrotPal’s first PPO test, the team aimed to bring more intention and attention to the visuals. This was done through the following:

• A more impactful first screen visual and message
• Adding more callouts in the phone frames to highlight more of the app’s features
• Reorganisation of hierarchy of screens
• Change in background colour & phone frames

‍

Old Store Display

‍

New Store Display

‍

Action 2: Text Update to Titles & Metadata

Another initiative the team made during the first test was to change the subtitles, optimised for better app store optimisation.

Old Titles:

Title: AI Calorie Tracker: ParrotPal

Subtitle: The weight loss specialist app

New Titles:

Title: AI Calorie Tracker: ParrotPal

Subtitle: Weight Loss, Track your Diet

‍

In addition to the new titles, the team also updated the metadata string with a mix of high volume functional keywords and low difficulty keywords:

counter,coach,deficit,fitness,meal,food,log,plan,macro,carb,fat,me

This increased the probability of users to discover the app based on these optimised keywords.

‍

Automatic Metadata Optimisation Through Our Tech Tool Kobalt

Optimising titles and metadata was made possible and done with ease, thanks to our in-house ASO tool, Kobalt, which automatically:

- Attaches a score to each keyword taking into account the volume, ranking, relevance and difficulty of each keyword

- Proposes an automatic metadata string update based on this data with the new optimised  keywords

‍

Keyword recommendation via Kobalt

Results: boost in visibility (x12), improved store rankings, better on page conversion rate (from view to install) ⇒ More organic installs.

Due to the updated keywords in the subtitles and metadata, the visibility score shot up by 12x on Apptweak upon the first test. This visibility is shown through the improved rankings in both UK and US markets, as well as the overall keyword ranking volume on stores.

‍

Apptweak: App Visibility Score - 12x Growth in First Week of May

‍

Apptweak: UK Health & Fitness Ranking - From Unranked to Top 30 (and upwards)

‍

Apptweak: US Health & Fitness Ranking - From Unranked to #212 (and upwards)

‍

Through keywords optimisation and updates, our team brought 136 keywords from unranked to ranked in stores within 2 months, with two notable keyword combinations which stood out in performance:

• calorie counter AI (from unranked to #7)
• AI diet coach (from unranked to #14)

‍

Apptweak: Keyword Combination Rankings

‍

Apptweak: Overall Keyword Performance Evolution

‍

Conversion rates subsequently benefitted from this increased visibility, increasing by 4x within 2 months, from 9.54% in April to 43.30% in June.

‍

App Store Connect: Conversion Rate Evolution

‍

Key Lessons: A Combination of Enhanced Text & Visual Boosts ASO, And Leads to Higher Conversions

It is important to identify the right match between what the users are looking for and what the app appears and offers. We first draw in the masses through the high ranked titles / subtitles and meta data string. Once they click the app, they like the page more due to its modern and enhanced visuals, leading to more downloads and eventually conversions. Strong visuals, characterised by high levels of user interaction and engagement, can signal Apple to boost the app's position in the search ranking.

The ParrotPal case study illustrates how strategic app store optimisation, combining strategic text and visuals, can dramatically boost app visibility and conversion rates, ultimately driving more downloads.

‍

Kovalee can help you improve your app’s performance!

Whether you’re working with iOS or Android, we have a team of specialists at Kovalee who would be delighted to help you take your app to #1. We partner exclusively with subscription apps for mobile devices, building ad-hoc teams of experts in user acquisition, ASO, product optimisation, UX/UI design and more to bring your app the success it deserves. The best thing about working with us? You won’t have to pay us a thing upfront!

Learn more about how our partnership works here, or check out some of our use cases with partner apps here.