Driving 190% revenue growth through ASO for an ecommerce app

Overview

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:

  • Most Effective App Store Optimization Campaign 2022 & 2023 (Effective Mobile Marketing Awards)
  • Most Effective Use of Data 2023 (Effective Mobile Marketing Awards)
  • Most Effective Mobile Campaign 2023 (Effective Digital Marketing Awards)
  • Most Innovative Campaign 2023 (Effective Digital Marketing Awards)
  • Grand Prix 2022 (Effective Mobile Marketing Awards)
  • Most Effective Retail App Campaign 2022 (Effective Mobile Marketing Awards)
  • The Most Effective DTC Campaign 2022 (Effective Digital Marketing Awards)

Client Background

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.

Objectives

  1. Define B&Q’s keyword optimisation strategy for the app stores to deliver organic installs outside of branded search terms
  2. Leverage a combined ASO/SEO approach and Google Natural Language optimisation to supercharge visibility.
  3. Capitalise on seasonal trends to increase visibility and drive conversion in the app stores.

Our Strategy

Data-driven ASO with Laser-focused Keyword Optimisation

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.

Synergistic ASO/SEO Approach

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.

Leveraging Seasonality Opportunities

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.

Key Results

Our app marketing journey includes key milestones, like winning ‘Campaign of the Decade’ and ‘App Store Optimisation Agency of the Year

190%

Increase in app revenue

37%

Growth in transaction volume

548%

Increase in new users

1#

Ranking in the lifestyle category on the App Store.

Interested in similar results for your app?

Trusted Partners

Trusted by thousands of apps to
launch, scale and transform

Get in Touch with Your App Growth Request