ASO & PPC Promotion of Mobile App for Shoe & Сlothing Store with 100k+ Downloads Within Five Months

Business Overview

The client is a retailer of brand shoes, clothes, accessories, and cosmetics of the world’s leading brands for the whole family. The company leverages an omnichannel marketplace represented by a website and a mobile app, along with a network of offline stores from 150+ outlets in Western Europe. 

The company switched its primary focus to online sales due to COVID-19 restrictions. As a result, the client increased the level of online sales by 61% in the middle of 2021, reaching a 70% share of mobile traffic on the website. To increase its market expansion, the retailer updated their mobile app in May 2022 and needed further promotion for it. For this, the client reached out to NIX as an experienced digital marketing vendor to attract users to the app and encourage them to make regular in-app purchases.

App Store Optimization (ASO)

Our purpose in ASO activities was to drive more app downloads by improving app visibility and recognition in the Apple and Google app stores.

NIX experts conducted a competitor analysis to find growth opportunities, make visuals compelling, and stand out among similar apps. Assessment of the current app state resulted in building a detailed action plan and implementing the following changes—our experts filled metadata based on keywords frequency and expanded the semantic core.

The results of ASO adoption were as follows:

• Increased organic app downloads by 29% for the App Store and 12% for Google Play
• Raised conversion rates from 3% to 6%
• Top 1 and top 3 ranking for main product queries
• Top 10 ranking for high-frequency keywords «shoes», «sale of clothes», «shoes store»
• Top 20 ranking instead of top 50 for the queries «clothing» and «apparel»

PPC Activities for Black Friday

Black Friday activities involved the following actions:

• We increased media activity and the budget of regular ad campaigns to maximize the number of installs and purchases from the app before Black Friday.
• We added creatives that promote sales of branded products, driving users towards purchasing products retailed by the client.
• Our team launched targeting look-alike audiences based on audiences who have already bought from the retailer, setting up purchase, install, and add-to-cart conversions. We launched static remarketing campaigns targeting people who have already interacted with the client’s company.

Black Friday app promotion resulted in campaigns generating 80% more revenue than in October with a budget growth of 44%.

ASO and PPC activities conducted in five months ensured the following results:

• The number of installations increased by 29% for the App Store and 12% for Google Play.
• The number of downloads increased by 3.5 times, climbing above 100k+ downloads.
• The app doubled its sales compared to the same period last year.
• The income plan for the PPC channel was overfullfield by 12%.