In the fiercely competitive world of casual dating apps, HUD faced a daunting challenge – how to stand out and boost conversion rates without the usual arsenal of suggestive keywords. yellowHEADs data-driven ASO strategy redefined HUD’s app store presence. Through meticulous optimization, continuous A/B testing, and agile keyword research, yellowHEAD not only enhanced HUD’s discoverability but also drove an impressive 67% year-over-year growth in conversions.
Edith and the entire team at YellowHEAD became a valued extension of our small internal HUD team. The work they completed for us, from ASO, to SEO, to creative and beyond was extremely vital in securing reach and visibility across both the App Store and Google Play Store. Their constant reevaluation of our strategy allowed us to be agile and respond to the intense competition within our category
Mikayla Robinson
Director of Marketing at HUD Studio Ltd
The Challenge:
HUD, a popular dating app, faced a unique challenge: increasing both conversion rate (CVR) and discoverability within the competitive casual dating niche. Standard keyword options were limited due to restrictions on suggestive terms.
Our Approach:
Yellowhead implemented a comprehensive ASO strategy to overcome these hurdles. Here’s how we tackled the challenge:
Over 20 Metadata Optimizations: We meticulously analyzed and refined HUD’s app store listing over 20 times. This included optimizing the title, description, and keywords to accurately reflect HUD’s value proposition and target the right audience within the allowed parameters.
A/B Testing for Peak Conversion: We conducted over 15 A/B tests to identify elements that maximized user conversion. This included testing various screenshots, app icons, and store listing elements to determine the most compelling combination for driving downloads.
Continuous Keyword Research & Competitor Analysis: We didn’t stop at the initial keyword research. We continuously monitored relevant keywords in the dating industry sector and analyzed competitor strategies to ensure HUD’s listing remained competitive and captured the most relevant user searches.
Year-Over-Year Growth Soars by 67%: By comparing February of this year to February of last year, HUD experienced a remarkable 67% increase in CVR. This translates to a significant boost in users converting from app store visitors to active users.
Long-Term Success: Over an 18-month period, HUD saw a substantial 40% increase in CVR. This sustained growth demonstrates the effectiveness of our ASO efforts.
By focusing on strategic ASO tactics, we were able to help HUD achieve significant growth within a competitive niche. Through meticulous optimization and continuous improvement, HUD’s app store listing became more discoverable and effective, attracting the right users and converting them into active users at an impressive rate.
This table shows the growth in acquisitions over time, comparing all traffic sources to Explore.
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