About the company
The client is a taxi service in Morocco operating in Casablanca, Rabat, Marrakech and Tanger. The company launched in January 2024 and approached Onde marketing services to increase app installs and attract more customers.
Challenge
The company targeted the following groups:
- teenagers commuting from high schools and universities
- adults commuting from home to work
- points of interest such as malls and cinemas
- special events
They wanted to advertise the app’s availability, prices, safety features, and the quality of service for customers.
Solution: App Store Optimization (ASO)
Onde’s marketing team developed a complex ASO strategy to increase the visibility of the app on popular keywords and increase the percentage of conversions and installs.
There were 5 stages of promotion:
1. Keyword analysis
Firstly, the team analysed:
- Competitors' keywords
- Metadata and the keywords used in it
- Screenshots and icons
2. Keyword collection
The second step was to collect popular keywords that people use to find a taxi app. The idea was to identify these keywords and rank in the top 5-10 search results.
To do this, the team used:
- Competitor keyword analysis
- Ranking analysis
- Google auto-suggestions
- Partner's completed brief
Before compiling the metadata, the keyword list was cleaned of low popularity keywords, irrelevant keywords and keywords with mistakes.
As a result, the ASO team identified 50 potentially effective keywords, covering the main types: branded, popular, competitive, and less competitive.
3. Localizations and metadata
Almost every country has indexing in several languages at once. For example, several countries have not only their native localisation, but also two additional localisations (hence, the metadata can be expanded by another +200 characters). Given the peculiarities of ASO optimization in the App Store, this provides an opportunity to significantly expand semantics and attract more users.
For Morocco, App Store search algorithm analyses keywords from three app localizations: Eng (US), Eng (UK), French and Arabic. The full description for Google Play was also optimised.
4. A/B testing screenshots
Screenshots are images placed on an app page to show the user its interface, functionality and advantages. They play an important role in increasing install conversions by helping users better understand what they will get after downloading the app.
With the help of screenshots, the Onde team showed the main advantages and features of the app:
- Location of the service
- Availability anytime and anywhere (from the specified locations)
- Affordable prices and a variety of service tуpes
- Discounts and promo codes for the new app
The team also set up push notifications in Firebase so that those users who have already downloaded the app would receive a notification about the promo code. The clients placed information about the promo code everywhere (Website, Instagram, etc.).
ASO iterations
After initial ASO, the conversion increased from 2,25% to 3,13% and there was a 22% increase in app downloads. After the first iterations, all metrics increased by 2 or more times. By the second iteration, the team expanded the locations used and added more Eng US locations and added more keywords. Keywords that did not get a high position were removed and replaced with new ones.
Results
By the end of Onde’s promotion work, app store impressions have increased by +104%, keywords ranked App Store: +92%, and app store installs increased by 300%.
App Store Impression: +104%
App Store Installs: +300%
Key factors of success
- Choosing Onde - a taxi platform that provides ASO and marketing services and helps with launching apps on app stores
- Developing brand identity
- In addition to ASO, promoting an app online and offline
