ASO for DropEx

Date: 2020

Client: DropEx, a UC Berkeley-backed startup

Objective: To improve audience awareness and increase downloads and mobile app adoption (installs and user base growth) for DropEx, which simplifies device proximity pairing and allows event participants to connect and exchange professional profiles instantly.

The Back Story

Challenge: DropEx's mobile application uses innovative proximity pairing technology called 'Resonance Nearby,' which compares live ambient audio fingerprints to identify, authenticate, and pair devices in the vicinity. Despite its unique technology, the principal use case of the app—instant exchange of business cards—is considered a commodity.

Solution: Smartiee was entrusted with improving the app's visibility and increasing organic downloads through App Store Optimization (ASO) and Google Play Optimization (GPO).

ASO & GPO Implementation

Steps Taken:

1. Keyword Research:

   • Conducted comprehensive keyword research to build the semantic core based on popular search queries in both iOS and Android stores, focusing on English (US/GB) and Russian localizations.

2. Metadata Optimization:

   • Revised and polished the app description texts, metadata, and other key factors affecting the conversion rate.

3. App Impressions & Engagement:

   • Consulted on ways to improve app impressions, engagement (reviews/ratings), and overall visibility.

Results:

• Visibility Improvement:

  • US: +78%

  • RU: +22%

• Overall Search Ranking Increase:

  • US: +41%

  • RU: +57%

• Top-10 Ranking Keywords:

  • RU: 28 keywords (+10 new requests)

  • US: 2 keywords (+1 new request)

Key Takeaways

01 ASO & GPO: - Mobile application marketing & promotion: Optimizing the DropEx mobile app in Google Play and Apple App Store to enhance visibility and increase organic downloads.