Package Delivery Tracker - ASO Case Study - Installs up to 48% in 7 Days

Client

Package Delivery Tracker — an app that tracks packages from more than 700 local and international delivery services. In the program, you can monitor the order tracking number and receive arrival notifications.

Purpose of the promotion

Increase the CR (Conversion Rate) - the conversion of an app from view to download, i.e. increase the number of downloads.

Main challenge

Previous attempts to update the graphic were unsuccessful. The new sets did not show significant changes in conversion during testing.

Read more about how to increase app impressions by 3,018% and downloads by 138% in a month with the help of text ASO + CRO Loop.

Team actions

Step 1. The team used the *Conversion Rate Optimization Loop to resolve the task, which involved several stages:

Market research and techniques used by competitors.
Drawing up hypotheses.
Selecting priority actions.
Creating the necessary creatives.
Testing.
Result evaluation.

*Conversion Rate Optimization Loop is an iterative approach to increasing the conversion rate from view to download.

Step 2. The team identified and worked on priority countries.

One of the priority countries for the app was Thailand. The team carefully reviewed the metadata, which helped the app to take the top positions for many relevant search terms. This stage improved the app's visibility.

After that, a new challenge was faced: converting impressions into downloads.

Step 3. Work with graphics.

The previous screenshots of the app in Thailand are:

How did the RadASO team improve the graphics?

After a detailed analysis, the team prepared a technical task for the designers:

Approved the icon as the basis

The app graphics (icon and screenshots) should be harmoniously combined. Therefore, the specialists adopted the color scheme of the icon for screenshots. Orange became the brand's main color. The app icon:

Screenshot style changes

Specialists made them more modern and colorful. The main purpose of screenshots is to attract users' attention.

Designers added a gradient to the first screenshot for colorfulness and an unobtrusive background image in the form of a globe. This makes an association with tracking parcels around the world.

The parcel tracking route, which was already on the previous screenshots, has been retained. However, it has been modified to be more readable and attractive.

The team has changed the short labels on the screenshots (captions), as well as the color and method of highlighting keywords on them.

Additional graphic elements were added that evoke associations with the app's functions: a box with a parcel, a tracking icon, and a dotted line showing the parcel's route.

The first screenshot has been redesigned, as it has the greatest impact on conversion. The data on it was updated: the most popular shipping companies in Thailand were selected (by popularity of search terms) and the number of logos on the screenshot was increased.

The logos of the stores where people most often order delivery were removed. Previous tests have shown that their display has no significant impact on users. Instead, the last screenshot was added to demonstrate notifications about the arrival of parcels.

‍A new set of screenshots from the RadASO team:

Promotion result

After the designers worked with screenshots, the team launched testing in the target country and got the following result:

With a 100% probability, the test showed a 1.36% increase in conversion.

The team uploaded the screenshots to the page and analyzed the change in conversion in real-time. According to Search and Search ADS sources, they noticed an increase in conversion after setting up new screenshots in Thailand:

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Within 7 days after the screenshots were updated, the app received a 48% increase in the number of installs, and conversion from the main sources increased by an average of 1.14%:

Conclusion

The RadASO team pre-adapted a special approach for working with graphics - Conversion Rate Optimization Loop. In particular, due to close cooperation with the app team, the specialists were able to conduct regular experiments and testing. It was the combination of actions that helped to increase downloads in the target country by 48% in just one week.

Testimonials

**Tetiana Ilienko**, *Project Manager at RadASO*

The work on the Package Delivery Tracker project was fascinating and effective. Using the Conversion Rate Optimization Loop, we achieved a significant increase in app installs.
Our team thoroughly analyzed the market and created and tested creatives, which allowed us to increase the conversion rate. We are glad to cooperate with such ambitious clients and see the real results of our work. We believe in further success and project growth.