SteuerGo App Case Study: Upgrading App Graphics to Increase Conversion from Impressions to Installs

Service:
Sector:
Utility
Author:
Published:
February 8, 2023
Team:
Yaroslav Vorona
ASO Specialist
Maxim Melnik
Head of ASO at RadASO
Oleksandra Kurchenko
Project Manager
"

Results: We increased conversion by 500 installs per year in the App Store and 2800 installs per year in Google Play.

The Client

SteuerGo is a mobile application that allows you to create a tax return online and quickly submit it, as well as remit the balance of paid funds to your account. You can use an app on your phone, tablet, or Mac to access SteuerGo, which lets you retrieve data from the tax office

The Challenge

The app had a low conversion rate from impressions to installs. The main goal was to solve this problem.

The Solution

To solve this problem, we used the CRO Loop framework, which lets us increase the application’s conversation rate in a systematic way.

CRO Loop is a step-by-step process of optimizing the application page to achieve an increase in conversions.

  1. First, we investigated the app’s niche and main competitors. We also analyzed user feedback in the app reviews. Thanks to the analysis, we identified the app's key advantages. Users noted the convenience of filling out tax returns, the user-friendly interface, and the prompt support.
    Next, we brainstormed with the team to come up with ideas for improving the application’s graphics.
  2. We suggested changing the text labels and highlighting the information about the amount of money users can get by filling out the declaration. We also added app awards and merits in one of the first screenshots to increase users’ confidence level in the app.
  3. We approved further decisions on the graphics with the client and created a technical task for the designer to implement the plan.
  4. After drawing new screenshots, we launched A/B tests on both sides, which showed positive results.

The Results

We also achieved successful results in Google Play with an increase in conversion of 230 installs per month and 2800 installs per year.

Campaign
Expenditure
Impressions
Taps
Installs
TTR
CR
Installs/Impr
Avg CPT
Avg CPA
Common term
-65.64%
-49.85%
-64.01%
-63.52%
-1.69%
0.81%
-0.98%
-5.13%
-6.06%
Data collection
-44.45%
-29.55%
-44.22%
-50.2%
-0.7%
-6.39%
-0.6%
0%
11.65%
Competitors brand
98.56%
80.41%
103.76%
92.01%
0.38%
-3.58%
0.12%
-2.38%
2.94%
Our brand
21.39%
23.01%
33.84%
32.65%
3.14%
-0.72%
2.27%
-8.33%
-6.82%
Discovery
-100%
-100%
-100%
-100%
-3.61%
-30.16%
-1.09%
-100%
-100%
Total
-0.6%
7.92%
11.72%
12.3%
0.2%
0.35%
0.16%
-11.36%
-12.31%
Group
Spend, $ %
Impressions %
Taps %
Installs %
Installs/Impr October, %
Installs/Impr November, %
Installs/Impr %
Avg CPT, $ %
Avg CPA, $ %
Competitor 1
42,98
83,11
63,3
50,48
3,74
3,08
-0,66
-12,2
-5,66
Common term
3,26
-3,73
3,92
26,67
0,57
0,75
0,18
0
-18,8
Competitors brand
120,26
59,82
47,02
0
0,49
0,31
-0,18
47,37
119,4
Data collection
15,12
-0,55
0,36
73,33
0,5
0,86
0,36
13,73
-33,51
Competitor 2
0,27
13,2
8,47
10,11
1,12
1,09
-0,03
-6,56
-9,02
Competitor 3
21,51
-2,06
-6,67
-8,33
0,43
0,4
-0,03
32
32,95
Our brand
3 575,62
3 646,79
3 544,9
3 553,66
37,61
36,68
-0,93
0
0
Competitor 4
-29,36
-35,77
-24,07
-33,7
0,61
0,63
0,02
-7,46
6,25
Relevant Competitors
69,42
26,03
51,35
48,95
6,3
7,45
1,15
12,2
14,29
Competitor 5
32,21
17,63
57,48
53,16
1,71
2,23
0,51
-15,71
-13,77
Competitor 6
-9,31
9,42
22,92
17,89
5,3
5,71
0,41
-27,08
-23,44
Total
33,96%
13,44%
87,29%
127,08%
1,36%
2,73%
1,37%
-29,09%
-40,74%
Custom region
Impressions
Units
1/7/2021 - 1/15/2021
1/16/2021 - 1/24/2021
Change
%
MoM
1/7/2021 - 1/15/2021
1/16/2021 - 1/24/2021
Change
%
MoM
United States
12 970
39 436
26 466
204 %
88 220
1 116
1 904
788
71 %
2 627
UK + Ireland
8 731
10 197
1 466
17 %
4 887
438
462
24
5 %
80
Germany + AT + CH + LU
1 974
6 235
4 261
216 %
14 203
203
291
88
43 %
293
France
1 500
4 390
2 890
193 %
9 633
182
237
55
30 %
183
Netherlands / Belgium
1 593
3 599
2 006
126 %
6 687
159
201
42
26 %
140
Ukraine
697
4 010
3 313
475 %
11 043
85
189
104
122 %
347
Canada
2 569
3 614
1 045
41 %
3 483
145
178
33
23 %
110
Northern Europe
1 273
2 024
751
59 %
2 503
117
175
58
50 %
193
Australia + NZ
1 754
3 324
1 570
90 %
5 233
137
160
23
17 %
77
Vietnam
352
2 712
2 360
670 %
7 867
32
144
112
350 %
373
Thailand
679
2 016
1 337
197 %
4 457
57
142
85
149 %
283
Arabic World
268
1 745
1 477
551 %
4 923
40
119
79
198 %
263
Spain
844
2 058
1 214
144 %
4 047
78
108
30
38 %
100
Eastern Europe
458
1 070
612
134 %
2 040
63
95
32
51 %
107
Italy
826
2 145
1 319
160 %
4 397
77
94
17
22 %
57
Turkey
338
2 309
1 971
583 %
6 570
34
87
53
156 %
177
Rest of World
426
1 457
1 031
242 %
3 437
48
81
33
69 %
110
Japan
553
5 113
4 560
825 %
15 200
18
80
62
344 %
207
India
234
1 169
935
400 %
3 117
15
75
60
400 %
200
Brazil
294
1 332
1 038
353 %
3 460
34
67
33
97 %
110
Hispanic America
318
784
466
147 %
1 553
42
51
9
21 %
30
Indonesia
206
525
319
155 %
1 063
20
41
21
105 %
70
Korea (South)
308
2 055
1 747
567 %
5 823
22
36
14
64 %
47
Malaysia
119
663
544
457 %
1 813
11
27
16
145 %
53
Taiwan + HK + Macau
145
532
387
267 %
1 290
9
24
15
167 %
50
Rest of Europe
82
287
205
250 %
683
12
22
10
83 %
33
Portugal
17
273
256
1 506 %
853
2
18
16
800 %
53
Israel
23
120
97
422 %
323
3
9
6
200 %
20
China / Singapore
78
134
56
72 %
187
6
7
1
17 %
3
Total
39 629
105 328
65 699
166 %
218 997
3 205
5 124
1 919
60 %
6 397

Conclusion

The results were achieved thanks to the RadASO team's new approach to working with graphics and clear communication with the client.

An in-depth analysis of the niche and competitors, as well as an analysis of user feedback, helped us derive concise and productive strategies for improving the graphics.

Testimonials

Oleksandra Kurchenko, Project Manager:

At the beginning of the cooperation, we prepared the scope of work for the coming 3 months. Before starting to work, we held a meeting with the client and made sure that we were on the same page. This helped us to work as a team and to find and approve the resolution of different issues quickly. It is a pleasure to work with clients who understand all the technical aspects of our work, as well as with the team of professionals at RadASO.
We are not planning to stop our cooperation after 3 months and have task plans ready and approved for the upcoming months. I believe that our collaboration will produce good results and the client will be satisfied. The entire team is grateful for trusting us and supporting Ukrainian businesses.

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