Using an award-winning ASO approach for Snoop.
Standing out in a fiercely competitive market takes innovative thinking. A multi-faceted ASO campaign helped new finance app, Snoop, get noticed.
The scenario
Snoop is a finance app that not only helps users track their spending across different bank accounts, but also offers them tips and ideas to help their money go further.
As a multi-functional app, it competes across multiple categories in the highly competitive finance space. Snoop approached us to create a robust ASO strategy that would make the most of every opportunity to get more people downloading the app.
After assessing Snoop’s business needs, we determined that our objectives should be threefold: to increase search rates, boost browse rates, and ultimately improve overall conversion rates. And with the release of Apple’s in-app events just one month earlier, we were keen for Snoop to be one of the first to leverage this new feature.
604%
increase in First Time Downloads from Search traffic
971%
increase in First Time Downloads from Browse traffic
75x
featured on the App Store
Our approach.
For search, our strategy revolved around keyword testing and optimisation tactics. The multi-functional nature of the app meant we weren’t limited to money-saving lexical clusters when it came to keyword targeting. Instead, we could extend to ‘out of the box’ keywords, attracting a range of high-converting audiences.
We also analyzed and followed competitors’ high search volume keywords to divert search traffic. For example, Yolt, one of Snoop’s primary competitors, withdrew from the market, but any users looking for the app would now find Snoop as an alternative.
For our browse and conversion strategy, we used bi-weekly feature requests, frequent creative testing and rating monitoring as our core pillars, along with in-app events.
Our in-app events were pioneering work in the finance market: we released the first one for Snoop just a month after Apple launched the feature in October 2021. We also made the most of Apple’s other major new feature: Product Page Optimization. This allowed us to actively run creative tests on the App Store so we could see which styles and configurations generated the best results.
We have continued to run a minimum of three in-app events each month for Snoop, and still deliver an ongoing program of keyword testing, in both metadata fields and in-app events.
The results.
Our keyword testing and optimization for search yielded a 604% monthly uplift in First Time Downloads from Search traffic, when comparing the six-month average prior to our engagement (Nov 20 to Apr 21), with the past six months (Jan to Jun 22). This is the equivalent of £73,430 monthly and £881,160 annualized additional paid downloads.
Our browse and conversion strategy saw a 971% monthly uplift in First Time Downloads from Browse traffic, when comparing the six-month average prior to our engagement (Sep 20 to Feb 21), with the past six months (Jan to Jun 22). That’s equivalent to £24,570 monthly and £294,840 annualized additional paid downloads.
One of our greatest successes has been the relationship that we’ve cultivated with Apple following the submission of feature requests. Prior to our ASO activities Snoop had never been featured on the App Store. However, since August 2021, Snoop has been featured 75 times (once in the Today tab and 74 times in the App tab). This exercise has a significant contribution to the monthly uplift in First Time Downloads from Browse traffic detailed above.
We’re delighted to say that our approach has won two awards: Most Effective Finance App Campaign (Effective Mobile Marketing Awards 2022) and the FInance App Campaign of the Year (App Growth Awards 2022)