About the company
Vigo App is a taxi service in Paraguay. After promoting the website and creating word-of-mouth marketing campaigns, the founder came to Onde Digital Marketing Agency for App Store Optimization services.
Vigo App is a service that helps people with their everyday transportation needs. The app targeted users who would use ride-hailing services daily for grocery shopping, taking children to school, etc. Potential customers pay the most attention to the quality and value-for-money from ride-hailing services in their area.
Challenge
Vigo app was looking to increase its visibility in app stores, increase the number of installs and conversions, and attract more customers.
Solution
Onde’s ASO team solved this by developing a complex ASO strategy, increasing the app's visibility for popular ride-hailing and taxi-related keywords, and increasing the percentage of conversions and app installs.
The App Store Optimization process involved 5 stages of promotion
Stage 1: Market research and analysis
The Onde ASO team analysed the local market and competitors to get the overall picture.
In app stores, they analysed:
- competitors's keywords
- metadata and keywords included
- screenshots
On the web, they analysed:
- competitor keywords that sites rank for (especially important for Google Play)
- competitors’ creatives and texts
- competitors’ reviews on Google Maps
Analysing competitors’ SEO and online advertising in addition to ASO was important for creating the most relevant and effective keywords, screenshots, and descriptions further.
Stage 2: Keyword collection
This stage involved collecting keywords that people use to find a taxi app in Paraguay.
The final keyword list for ASO was created using information from the previous step, auto-suggestions, and a completed brief from Vigo apps. Branded keywords of popular apps (Uber, Bolt, Eko, etc.) were also used to increase awareness and visibility of the Vigo App through other popular apps.
Stage 3: Localizations and metadata
Most countries support multiple localizations in the App Store, allowing extra metadata and up to 200 additional characters for ASO. This helps expand keyword coverage and attract more users.
For Paraguay, the App Store indexes three localizations: English (US), English (UK), and Spanish (Mexico). Onde experts chose these three for ASO and created unique metadata for each. Primary keywords were placed in the title and subtitle, and secondary keywords went into the keyword field. The Google Play description was also optimized.
Google Play metadata
Stage 4: Screenshots and icons
Screenshots show the app’s interface, features, and benefits. They help users understand what to expect and boost install conversions, and influence the number of installs and app visibility. The icon is supposed to attract attention and align with the company’s corporate style. The original icon was getting lost in the search results, so the team improved it for the clients. 
Screenshots highlighted user preferences and how the Vigo app solves users’ pain points.
New screenshots (ESP)
New screenshots (ENG)
Stage 5: ASO iterations
During iterations, the team updated keywords based on which ones were more effective and refined metadata. They also started with Spanish (MX) and English (US), then added English (UK) after two rounds to cover popular keywords in Paraguay.
Results
App Store Impression: +150%
App Store Installs:
Keywords positions
As a result, keywords increased in ranking in App Store by +373%.
Key factors of success:
- Choosing Onde - a taxi platform that provides ASO and marketing services and helps with a successful launch;
- Developing brand identity and working on brand awareness online and offline;
- Never stopping ASO.
