Slide CASE STUDY | APP STORE OPTIMIZATION RETHINK COMMUNICATION & EXPAND ABROAD

2.3x

INCREASE IN ORGANIC CVR
FOR THE iOS GERMAN STORE LISTING

9.35%

INCREASE IN ORGANIC CVR
FOR THE ANDROID ITALIAN STORE LISTING

7.8%

INCREASE IN AGGREGATED CVR
WITH NEW SCREENSHOTS

CHALLENGE

With over 1 million users across Europe and a 4.8 average star rating on the App Store, Photosì is the leading mobile app in Italy for printing photos, photo books, and other photographic products. Despite its strong market positioning, the increasingly competitive environment in several countries forced Photosì to rethink their mobile app strategy to protect its brand in Italy, as well as reinforcing its presence in other key European markets.

Photosì approached the REPLUG team with three main challenges:

  1. Rethink brand positioning for a fresh and new communication strategy
  2. Increase organic visibility in the German market
  3. Consolidate its presence in the Italian market

Slide IMPACTFUL RESTYLING Combining the human feeling with a
strong brand message to improve visibility

SOLUTIONS

To successfully tackle all the challenges, the REPLUG ASO experts decided to work simultaneously on all tasks, while giving priority to the communication strategy that would then be applied to the App Store Optimization activities for each market.

We focused on:

  1. Rethink the communication strategy – Our ASO and consulting team worked closely with the Photosì creative team to identify the key communication elements to showcase in the Stores with the intent of giving a new and fresh look to an established brand.
  2. Increase visibility for the German Store Listing – Our team conducted an in-depth audit of the German market, with an analysis of the keywords trend, volume search, and visibility opportunities, while analyzing main competitors to identify quick wins as well as long-term success factors for a relatively new market.
  3. Consolidate presence in the Italian market In Italy, the approach was similar to the one taken in Germany, however, we had to make sure that the new changes would not affect the existing competitive advantages gained during the years, while at the same time gaining even further exposure on new search terms.

COMMUNICATION STRATEGY

The restyling of Photosì Store Listings graphics required hours of consultations between the team to identify what could revamp the brand image.

Screenshots English Photosi App 1 2 3

IMPACTFUL CHANGES

Our work resulted in a much fresher and stronger brand positioning.

1. HUMAN TOUCH

Adding a stronger image in the first screenshot that would communicate feelings of happiness and joy in using Photosì services.

2. DESIGN CONTINUITY

Adding a level of continuity in the screenshots to invite the users to go beyond the first image and discover more about the services offered.

3. BRAND COLORS

Probably the boldest move decided with the Photosì team was to change the branding colors (for the Store) to give a new and fresher look to an established company

Slide

RESULTS

Thanks to the changes implemented in the two countries, we have seen some interesting results that led us to conclude that the direction taken in our ASO strategy was the right one.

More specifically we saw:

1) In Germany, after 2 months of the changes:

  • An increase in the iOS main keywords’ visibility of about 413%
  • An increase in the Android main keywords’ visibility of about 17.4%
  • More than the double of organic traffic conversion rate in the iOS App Store

2) In Italy, after 2 months of the ASO strategy implementation:

  • An increase in the iOS main keywords’ visibility of about 25.9%
  • An increase in the Android main keywords’ visibility of about 12.2%
  • About 9.3% more organic traffic conversion for the Android Store Listing

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