Love in the App Store: Transforming OkCupid’s ASO Strategy for Skyrocketing Success, Alongside the Arrival of Archer Dating App

The Challenge

When yellowHEAD first started working with OkCupid, the app was not generating sufficient traffic from non-branded searches. Our goal was to increase organic traffic to the main store listing by optimizing keywords, while also achieving higher download numbers and CVR through creative and messaging optimization.

This approach was implemented not only in the main market (US) but also in other high-priority markets worldwide by localizing metadata and creatives, with a focus on cultural optimization.

Our Approach

OkCupid (US – Android)

The amazing results since working with yellowHEAD can be attributed to constant ASO optimization, which includes keyword optimization (incorporating keywords with higher relevancy and search score into the metadata) and ongoing A/B testing of creatives that specifically aim to increase the CVR.

Data analysis reveals that more users are converting after landing on the product page, indicating that yellowHEAD CRO efforts, particularly with graphics, are effectively converting users at a higher rate.

Thanks to continuous ASO efforts and changes made to the app’s metadata, we can observe a clear increase in main keywords with high search scores, indicating that these keywords are being actively searched by users.

OkCupid (US – iOS)

By consistently updating the app according to ASO best practices, yellowHEAD sends quality signals to Apple. Combined with increased downloads, this hasresulted in more featuring opportunities throughout the store. This includes features in similar apps and category rankings.

Archer ASO

Our ASO strategy for Archer included thorough research and setting up pre-registration/order campaigns to increase visibility and excitement prior to the launch.

The first optimization was performed for English and Spanish in the US, fully optimizing the main store for the launch in accordance with best practices. Custom Product Page (CPP) sets were established to increase CVR on Apple Search Ads by aligning the messaging and creative assets with specific ad groups. Moving forward, the ASO strategy involves identifying local opportunities based on the countries and languages, where the app will be launched, while also conducting worldwide optimization to ensure full readiness for future market launches. Additionally, we will continue supporting UA efforts with CPPs creative sets.