How can you optimize your mobile app to increase visibility, drive more downloads, and improve user ratings? In this case study, we'll share our expertise on how we helped a multi-brand clothing and footwear retailer enhance its app presence, nearly double organic installs, and raise its rating from 3.6 to 4.9 through targeted optimization, seasonal campaigns, and effective user communication.

For fashion retailers, a mobile app is more than just another sales channel – it's a familiar and convenient way to engage with their audience. However, even a strong brand can remain invisible without effective App Store Optimization (ASO). Our partner, a well-established multi-brand retailer of clothing, footwear, and accessories, recognized the importance of promoting its mobile app in the App Store and Google Play.

Our goals were clear: increase visibility in search results, drive more app installs, and improve user ratings. To achieve these objectives, we divided our work into several key steps, addressing everything from keyword optimization to performance evaluation and ratings.

Step 1: Competitor Analysis and Semantics Collection

We began by identifying relevant keywords and assessing their popularity. We also analyzed how competitors approach text optimization, focusing on three groups: Ukrainian clothing, footwear, and accessory retailers; large marketplaces with a wide assortment of goods; and foreign platforms popular among Ukrainians.

Step 2: Metadata Optimization

Next, we prepared metadata for three locales indexed in Ukraine: English (UK), Ukrainian, and Russian. We applied a tailored approach for each site, ensuring that our client's app stood out in search results.

In the App Store, we placed the most popular and relevant keywords in the Title field, combined with keyword combinations that reinforced the Title in the Subtitle and Keywords fields. In Google Play, we selected up to five phrases that accurately reflected the essence of the app and updated the App Name, Short Description, and Full Description.

Step 3: Results Evaluation and New Iterations

We regularly updated metadata (once or twice a month) to test different combinations in the App Store. We kept the ones that consistently placed the app in the top 10 and replaced those that were ineffective. In Google Play, we set up Custom Store Listings for branded keywords and updated the description to target a broader range of search terms.

Step 4: App Rating Prompts Strategy

We proposed options for placing rating prompts in the app, taking two key factors into account: unobtrusiveness and timing. The prompt should appear when users are most likely satisfied, such as immediately after successfully placing an order.

Step 5: Seasonal Communication

Throughout the year, we adapted metadata and Custom Store Listings to align with seasonal events in the niche – from back-to-school and Halloween to Black Friday. This approach helped maintain relevance and reinforced the app's position in search results.

Results of the Promotion

Our efforts led to impressive results:

  • In the App Store, the number of keywords ranking in the top 10 in Ukraine tripled over the year.
  • Total impressions increased by 20%, while installs surged by 84%.
  • The app's rating in Ukraine increased from 3.8 to 4.9.
  • The app started ranking in the top 50 for a greater number of popular search terms.

On Google Play, organic traffic comes from two main sources: Google Play Search (branded search terms) and Google Play Explore (all other keywords). Our results showed:

  • The app's rating in Ukraine increased from 3.6 to 4.9.
  • Page views increased by 68.6%, while installs grew by 58.1%.

What's Next?

Over the course of a year, the app has become more visible in search results, gained more downloads, and achieved steady growth. We continue to focus on its development by monitoring changes in demand, tracking new keywords, aligning with seasonal events, and testing visual elements – all aimed at strengthening our position and expanding the brand's market share.

Project team: Liliia Kvyshko (ASO Specialist), Olha Hrek (ASO Team Lead), Aneta Halihuzova (Client Project Manager).