Delivering over £1.4m value from an international ASO deployment.
Through comprehensive multi-country ASO, our challenge was to increase Deliveroo's organic growth and conversion, and quantify the value delivered.
The scenario
Deliveroo was already a well known brand, but across app stores there was clear headroom to improve conversion rate, ratings driven trust, and multi territory visibility for high intent searches.
CMA’s role was to run a structured ASO programme across App Store and Google Play, prioritising the highest impact storefront projects and then rolling them out across managed territories.
That meant improving ratings and review flows, fixing localisation and brand consistency gaps, running careful creative iteration and testing, and strengthening rankings for commercially meaningful keywords, including competitor brand searches where appropriate.
+139.4%
UK iOS organic installs
3.8→4.2*
Rating improvement in just 4 months
+13%
Conversion rate improvement from screenshot optimization & localization
Our approach.
CMA ran a structured ASO programme across iOS and Android, focused on stacking conversion and visibility levers that compound: ratings, localisation, creative refresh, and ranking improvements across key territories.
We improved Play Store social proof by aligning rating prompts to successful moments, and we increased conversion further through storefront imagery testing and a rebranded screenshot refresh. In parallel, we lifted visibility for high intent keywords, including competitor brand terms.
The results.
The work delivered a conservative, project by project minimum of £1.4m in added value. The Play Store ratings project alone improved rating from 3.8★ to 4.3★ and was associated with roughly an 8% conversion uplift, representing about £102k per month, or ~£1.2m annualised.
Across managed territories, CMA reported a 77% improvement in organic traffic versus non managed territories (Q4 YoY). UK, France, and Spain also showed strong organic install growth and improved category visibility across both stores during the engagement period.