The Effi team helped us organize our concepts about optimizing placements in stores. We walked away with clarity on how to take action, what to prioritize, and why.

— Cancu, Co-Founder & CTO, @Berry

The Challenge

Berry contacted Effi with the goal of improving the visibility of its app in the App Store and Google Play. At that time, they were targeting highly competitive keywords, but with low volume or relevance to their business. They sought a strategic partner to help them optimize their store listing to improve click-through rates (CTR), installations, and reviews. The mission was to adjust the metadata of the listing, rank for keywords with a high KEI (Keyword Efficiency Index), and achieve a greater density of impactful and scalable keywords.

The Solution

Planning: ASO Audit Phase

Effi began the project by conducting a thorough analysis of the investment app market to assess Berry's position in Google Play and the App Store. This process included a study of competitors' strategies and Berry's business objectives.

Our team identified that Berry was competing for irrelevant keywords for its business and highly competitive ones, which limited its ranking capability and conversion rates.

Execution: ASO Implementation Phase

Based on the findings from the audit, we implemented a series of recommendations over a period of three months. Key adjustments included selecting keywords with a high KEI (low competition, high volume, and a high probability of reaching top positions) to avoid direct competition with large players while maintaining visibility in terms relevant to Berry's business model, thus driving better CTR, more installations, and reviews.

Our team prepared a consulting document proposing changes to the metadata, a new keyword positioning, and an improved keyword density strategy, ensuring that Berry's business objectives were fully aligned with the process. The collaboration was fluid, with Effi acting as an extension of Berry's growth and technology team.

Results

As a result of our collaboration, Berry achieved:

• Receiving practical and specific modifications for each store.

• Improving 50% of its irrelevant and highly competitive keywords, replacing them with keywords with a high KEI.

• Increasing the density of high-impact keywords by 41%.

• Increasing the character count of the metadata by 44% with high KEI keywords.

Furthermore, we provided Berry with other key opportunities to support its continuous growth. A highlight was the possibility of leveraging customized product pages and promotional events or content within the app, elements that are not being exploited, even by the major players in the industry.