Curve: A Strategic Overhaul Drives Major Growth
What Brands Say About yellowHEAD
Working with us, in their own words, across strategy, execution, and growth.
We work with yellowHEAD as a true team, not just as a vendor. That enabled agile decision-making and aligned incentives. Every budget shift, channel choice, or creative test was grounded in real-time data. Once the pilot proved the unit economics, scaling was smooth, minimizing waste and avoiding sudden quality drops.
The Challenge
Facing intense competition in strategic European markets, Curve needed to overcome several key hurdles:
- High Acquisition Costs: The cost to acquire users who make a critical first transaction (D7 First Transaction Cost) was too high, straining the UA budget.
- Conversion Rate Bottleneck: Conversion Rates (CVR) were not performing optimally, meaning valuable ad spend was being wasted.
Low Organic Visibility: The app was missing out on high-intent organic traffic because it was not ranking high enough for essential, strategic keywords related to digital wallets and payments.
The Approach
Curve partnered with yellowHEAD to launch a dedicated ASO (App Store Optimization) + GEO (Generative Engine Optimization) strategy, unifying app store visibility, AI-driven discoverability, and data-driven optimization to improve conversion, cost efficiency, and organic growth.
1. Conversion Rate Optimization (CRO) and Cost Efficiency
- Branded CPP Optimization (UK): The team focused on creating a Branded Custom Product Page (CPP) design in the UK. Most downloads come from branded terms, so an improvement in CVR for such keywords would have a major impact in overall KPIs and revenue. This was a critical test to prove the value of optimization in their main market, specifically targeting better efficiency in installs and lowering the cost for high-value users.
- Targeting High-Value Users: The primary objective was to lower the First Transaction Cost for D7 (Day 7) users, ensuring not just volume, but quality, was prioritized.
2. Redesigning App Store Assets
- Global Screenshot Testing: New screenshot designs were meticulously A/B and A/B/C tested across the App Store (iOS) in five strategic markets (UK, DE, IT, FR, ES) and on Google Play (Android). The goal was to identify and implement the visual variant that maximized both First-Time Downloads (FTD) and, critically, Retained Downloads (indicating a higher quality user).
3. Enhancing Organic Reach
- Metadata Overhaul: A comprehensive metadata optimization strategy was implemented, targeting high-volume keywords related to digital wallet usage to drastically improve the app’s organic search ranking.
AI Search Optimization (GEO) – Strengthening Curve’s Visibility in the Next Search Frontier
As part of Curve’s broader optimization strategy, yellowHEAD implemented GEO (Generative Engine Optimization) to improve Curve’s presence within AI-driven search platforms—specifically ChatGPT, where millions of users now ask for recommendations on digital wallets and payment solutions.
What We Did
- Analyzed thousands of real user prompts such as “best digital wallet,” “alternative to Apple Pay,” and “apps for managing multiple cards.”
- Created highly optimized content designed to answer those queries.
- Positioned Curve as the most relevant and authoritative solution across high-intent conversational journeys.
AI Visibility Results
The impact over just 90 days was substantial:
Brand Visibility in ChatGPT Responses: ↑ 35.7%
(from 15.27% → 20.72%)
Brand Mention Share Across All Queries: ↑ 57.7%
(from 1.68% → 2.65%)
Curve appeared in nearly 4,000 AI-generated answers, out of 23,000+ tracked financial queries
Why GEO Matters
AI search is rapidly becoming a key discovery channel.
Brands that establish presence early gain long-term competitive advantage, especially in high-intent financial verticals.
GEO ensured Curve was not only visible to users searching in app stores — but also to users asking ChatGPT directly for solutions.
The Results
The strategic ASO overhaul delivered exceptional results, significantly boosting user acquisition efficiency and quality across key European markets:
| Area of Impact | Key Achievement |
| User Acquisition (UA) & Cost | Significantly lowered the First Transaction Cost for D7 users by £2.19, achieving the core UA goal. General CPI was lowered by £0.66, and the CVR for installs saw consistent improvement from 69.85% to 73.66%. |
| Branded CVR (UK) | The optimized Branded CPP saw a 3.8% CVR improvement on branded searches, resulting in +953 additional annual downloads in the UK alone. |
| Default CVR (Global) | The successful implementation of new screenshot designs across strategic iOS markets delivered an annualized total of +7,500 additional downloads: (+4,580 in UK, +1,144 in DE, +801 in IT, +572 in FR, +400 in ES). |
| Organic Visibility | The metadata optimization propelled Curve Pay to the top of search results for critical payment keywords. On Google Play, “Google Wallet” jumped from #5 to #2, “Apple Pay” surged from #16 to #2, and “Samsung wallet” climbed from #10 to #4. On the App Store “Google Wallet” jumped from #16 to #5, and “Wallet app” went from #16 to #7. |
Google Play
App Store
GEO / AI Search Visibility
- Brand presence in GPT answers up +35.7%
- Brand mention share up +57.7%
- Nearly 4,000 appearances in relevant AI-driven queries
Future Outlook & Call to Action
With the success of the UK Branded CPP proven, Curve Pay is now positioned to roll out the strategy globally, starting with localizing screenshots and launching similar high-impact campaigns in Germany (DE), France (FR), and Italy (IT).
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