We partnered with B&Q, the UK’s largest home improvement and DIY retailer, to enhance their digital and in-store presence. Our ASO generated impressive results, increasing the app user base by 548% and boosting B&Q’s app revenue by 190%. The app now boasts the lowest ROAS across all of B&Q’s channels.
Our ASO support has earned us 7 industry awards, including:
B&Q is the UK’s leading home improvement and DIY retailer. With over 320 stores across the UK and Ireland, B&Q boasts a robust online platform, including DIY.com and the B&Q app, alongside their TradePoint offering for the Irish market.
Our approach to enhancing B&Q’s app performance began with a focus on keyword optimisation utilising Yodel Mobile’s effective keyword optimisation loop. We identified key ‘Ready-to-Buy’ high-value keyword buckets, hypothesising that these would be pivotal in driving traffic to the app. We then looked into the potential of incorporating high-selling product names into our strategy, understanding that these could significantly boost visibility in a competitive market.
The core of our strategy involved an innovative intersection between ASO and SEO. This was a subversive move, aimed at not only enhancing app visibility but also impacting web search results. We fine-tuned app listings for web search indexing, strategically inserting download CTAs in our metadata.
To authenticate optimisation for the Google algorithm, we turned to Google’s Natural Language (GNL) API to reverse-engineer the Play Store algorithm and increase our metadata confidence score. This further affirmed our indexing power for relevant keywords, resulting in a significant rise in rankings and visibility score.
Seasonality played a crucial role in our strategy. For Valentine’s Day, we incorporated specific keywords like “Valentine gifts” and “Valentines” into our metadata. This was supported by creative assets, including Valentine’s Day-themed screenshots and icon refreshes, which doubled the installs for this period year-on-year. When the gardening season commenced, we launched a captivating ‘Gardener of the Year’ competition as an In-app Event (IAE), which further engaged the app’s user base and contributed to the overall success.
“Yodel Mobile’s app growth team has been instrumental in scaling our app beyond expectations. Their innovative strategies and commitment to delivering results have solidified our partnership and made a significant impact on our business.”