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Giulia Pacioni (Babbel)
Martin Jelinek (AppAgent)
CASE STUDY
SETTING A NEW GROWTH
STRATEGY BASED ON DATA
PERFORMANCE
MARKETING
Growth
Brand
PR
ASO
Analytics
and BI
TV/Radio
Outdoor
Giulia Pacioni
Senior SEO/ASO Manager
Martin Jelinek
Head of Marketing
😱
Downloads
Time
Graph for illustration only
TO HELP BABBEL GROW
AGAIN THROUGH ASO
1. CONTEXT & SETUP
2. GROWTH AUDIT
3. IMPLEMENTATION
4. KEY TAKEAWAYS
CONTEXT & SETUP
1
😀 👉 🤨 👉 😱
INTERNAL
● Analysis only on a channel level
● Need for a holistic view
● Need for an app architect with an excellent
understanding of an app stores ecosystem
AGENCY
● agency not focusing only on ASO -
broader scope
● someone who could embrace the
challenge and spot the new growth levers
Why AppAgent
and what we expected to get
Giulia Pacioni
Senior SEO/ASO Manager
Project lead and
stakeholders management
Belen Caeiro
Director of Product Marketing
Functional lead of the entire
task force/virtual team
Agata Jajszczyk
ASO Manager
ASO specialist and
analyst
accepted the challenge
Why AppAgent
Peter Fodor
Founder & CEO
Market Analysis, portfolio
consolidation
Martin Jelinek
Head of Marketing
Traffic analysis, synthesis
Jiri Chochlik
ASO Manager
Keywords and conversion
rate
Thomas Petit
UA Expert
Traffic analysis,
Apple Search Ads
Vit Volsicka
Data Analyst
Correlation analysis,
custom reports
WEEK 1 WEEK 2 WEEK 3
May 24th
Project Kick-off
at Babbel's HQ
Internal Kick-off
Roles and tasks
distribution
Data collection
and clarification
Status #1
Weekly report
with Babbel
Timeline of correlations
Market Analysis
Paid UA/ASA analysis
Reviews & ratings
App size analysis
Status #2
Weekly report
with Babbel
WEEK 4
Traffic analysis
Similar Rank Analysis
Keywords and rankings review
A/B tests review
Store redesign proposal
Synthesis
Recommendations
Slide preps
Presentation preps
June 18th
Full-day workshop
at Babbel's HQ
June 20th
Short presentation
for C-level execs
GROWTH AUDIT
A / Market analysis
B / Keywords optimization
C / Conversion optimization
D / Apple Search Ads
2
Source: AppAnnie
Babbel
Free
provider
Source: AppAnnie
1. A free provider in the category heavily invests into paid UA
2. Babbel has very strong monetization compared to the competition
3. Babbel can outbid the market leader on paid ad networks
UA is a business
model competition
GROWTH AUDIT
A / Market analysis
B / Keywords optimization
C / Conversion optimization
D / Apple Search Ads
2
ASO meta framework
KEYWORDS RANKING FACTORS AS REPORTED:
1.Amount of downloads on a given keyword
2.Velocity of downloads on a given keyword
3.Conversion rate of the app
4.In-App metrics (retention)
5.Amount of ratings and reviews
6.Average rating of the app
7.Keywords in reviews
8.Competitors rankings
9.Updates
10.App size
11.Uninstall rate (?) Crash rate (?) Package name (?) In-
app purchase names (?)
Impression Impression
ASO meta framework
iOS
100%
Organic
60%
Paid
40%
Search
85%
Explore
15%
Web
50%
App
50%
60% of total
10% of total
15% of total 15% of total
Android
100%
Paid
65%
Organic
35%
Google
Ads
51%
3rd
party
32%
UTM
17%
Search
48%
Explore
52%
14% of total 15% of total
40% of total
20% of total
11% of total
Values and ratios were changed for
illustration purposes
ASO meta framework
1.Users come from brand keywords,
not much from generic.
2.Babbel ranks competitively on high-
traffic keywords but not in the top
position. A free provider gets better
exposure due to the massive traffic.
3.Cannibalization: users who search for
brand naturally select the OLA
4.The potential to increase rank by
consolidating the portfolio
GROWTH AUDIT
A / Market analysis
B / Keywords optimization
C / Conversion optimization
D / Apple Search Ads
2
ASO meta framework
CONVERSION FACTORS:
1.Title, subtitle
2.Rankings and reviews
3.Icon and screenshots
i>p
CVR CVR
i>p
CVR
i>p
CVR
ASO meta framework
1.More A/B testing will lead to an increase of conversion
2.Portfolio consolidation will help focus
3.Clear brand positioning necessary
4.Proper A/B testing methodology needed
Follow-up CRO workshop and mentoring sessions, designing new assets together.
GROWTH AUDIT
A / Market analysis
B / Keywords optimization
C / Conversion optimization
D / Apple Search Ads
2
ASA is an important traffic driver for Babbel, top funnel
metrics are strong but the delivery very concentrated.
1. More keywords, discovery campaigns, more countries
2. Stress-testing to understand the ASA impact
3. Using ASA for unique insights at a keyword level
Unique insights at a keyword level:
1.On store data (volume, TTR, CVR): uncovered organic keywords,
which language to push in which country...
2.Post-install data (which keyword brings the most revenue)
3.Assign extra “value” to keywords not ranking well organically
IMPLEMENTATION
AT BABBEL
3
The agency analysis validated ASO team
assumptions and led to an alignment on
concrete actions needed to be taken to
counteract the declining installs trend
A virtual task force was established
(multiple channels and functions)
Closer synergies between organic
and paid user acquisition teams
Modifications in the paid UA strategy led to
increased conversions and an 18%
improvement in CPAs
There has been a strong shift to a
performance-driven mindset when it
comes to Design and Copywriting
teams
Established the CRO loop
iOS
Portfolio consolidation
Complete revamp of the store - up
to a 15% increase in installs
BEFORE
AFTER
KEY TAKEAWAYS
4
1. ASO is bigger than you think
2. Connect teams and experts
3. Analyze the market & trends
4. Focus on paid and organic synergies
5. External POV can be THE impulse
BABBEL.COM | APPAGENT.CO
THANK YOU!
Case Study: Setting new mobile growth strategy based on data

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Case Study: Setting new mobile growth strategy based on data

  • 1. Giulia Pacioni (Babbel) Martin Jelinek (AppAgent) CASE STUDY SETTING A NEW GROWTH STRATEGY BASED ON DATA
  • 3. Giulia Pacioni Senior SEO/ASO Manager Martin Jelinek Head of Marketing
  • 5. TO HELP BABBEL GROW AGAIN THROUGH ASO
  • 6. 1. CONTEXT & SETUP 2. GROWTH AUDIT 3. IMPLEMENTATION 4. KEY TAKEAWAYS
  • 8. 😀 👉 🤨 👉 😱
  • 9. INTERNAL ● Analysis only on a channel level ● Need for a holistic view ● Need for an app architect with an excellent understanding of an app stores ecosystem AGENCY ● agency not focusing only on ASO - broader scope ● someone who could embrace the challenge and spot the new growth levers
  • 10. Why AppAgent and what we expected to get
  • 11. Giulia Pacioni Senior SEO/ASO Manager Project lead and stakeholders management Belen Caeiro Director of Product Marketing Functional lead of the entire task force/virtual team Agata Jajszczyk ASO Manager ASO specialist and analyst
  • 13. Peter Fodor Founder & CEO Market Analysis, portfolio consolidation Martin Jelinek Head of Marketing Traffic analysis, synthesis Jiri Chochlik ASO Manager Keywords and conversion rate Thomas Petit UA Expert Traffic analysis, Apple Search Ads Vit Volsicka Data Analyst Correlation analysis, custom reports
  • 14. WEEK 1 WEEK 2 WEEK 3 May 24th Project Kick-off at Babbel's HQ Internal Kick-off Roles and tasks distribution Data collection and clarification Status #1 Weekly report with Babbel Timeline of correlations Market Analysis Paid UA/ASA analysis Reviews & ratings App size analysis Status #2 Weekly report with Babbel WEEK 4 Traffic analysis Similar Rank Analysis Keywords and rankings review A/B tests review Store redesign proposal Synthesis Recommendations Slide preps Presentation preps June 18th Full-day workshop at Babbel's HQ June 20th Short presentation for C-level execs
  • 15. GROWTH AUDIT A / Market analysis B / Keywords optimization C / Conversion optimization D / Apple Search Ads 2
  • 18. 1. A free provider in the category heavily invests into paid UA 2. Babbel has very strong monetization compared to the competition 3. Babbel can outbid the market leader on paid ad networks UA is a business model competition
  • 19. GROWTH AUDIT A / Market analysis B / Keywords optimization C / Conversion optimization D / Apple Search Ads 2
  • 21. KEYWORDS RANKING FACTORS AS REPORTED: 1.Amount of downloads on a given keyword 2.Velocity of downloads on a given keyword 3.Conversion rate of the app 4.In-App metrics (retention) 5.Amount of ratings and reviews 6.Average rating of the app 7.Keywords in reviews 8.Competitors rankings 9.Updates 10.App size 11.Uninstall rate (?) Crash rate (?) Package name (?) In- app purchase names (?) Impression Impression ASO meta framework
  • 22. iOS 100% Organic 60% Paid 40% Search 85% Explore 15% Web 50% App 50% 60% of total 10% of total 15% of total 15% of total Android 100% Paid 65% Organic 35% Google Ads 51% 3rd party 32% UTM 17% Search 48% Explore 52% 14% of total 15% of total 40% of total 20% of total 11% of total Values and ratios were changed for illustration purposes ASO meta framework
  • 23. 1.Users come from brand keywords, not much from generic. 2.Babbel ranks competitively on high- traffic keywords but not in the top position. A free provider gets better exposure due to the massive traffic. 3.Cannibalization: users who search for brand naturally select the OLA 4.The potential to increase rank by consolidating the portfolio
  • 24. GROWTH AUDIT A / Market analysis B / Keywords optimization C / Conversion optimization D / Apple Search Ads 2
  • 26. CONVERSION FACTORS: 1.Title, subtitle 2.Rankings and reviews 3.Icon and screenshots i>p CVR CVR i>p CVR i>p CVR ASO meta framework
  • 27. 1.More A/B testing will lead to an increase of conversion 2.Portfolio consolidation will help focus 3.Clear brand positioning necessary 4.Proper A/B testing methodology needed Follow-up CRO workshop and mentoring sessions, designing new assets together.
  • 28.
  • 29. GROWTH AUDIT A / Market analysis B / Keywords optimization C / Conversion optimization D / Apple Search Ads 2
  • 30. ASA is an important traffic driver for Babbel, top funnel metrics are strong but the delivery very concentrated. 1. More keywords, discovery campaigns, more countries 2. Stress-testing to understand the ASA impact 3. Using ASA for unique insights at a keyword level
  • 31. Unique insights at a keyword level: 1.On store data (volume, TTR, CVR): uncovered organic keywords, which language to push in which country... 2.Post-install data (which keyword brings the most revenue) 3.Assign extra “value” to keywords not ranking well organically
  • 33. The agency analysis validated ASO team assumptions and led to an alignment on concrete actions needed to be taken to counteract the declining installs trend
  • 34. A virtual task force was established (multiple channels and functions)
  • 35. Closer synergies between organic and paid user acquisition teams
  • 36. Modifications in the paid UA strategy led to increased conversions and an 18% improvement in CPAs
  • 37. There has been a strong shift to a performance-driven mindset when it comes to Design and Copywriting teams
  • 40. Complete revamp of the store - up to a 15% increase in installs
  • 42.
  • 44. 1. ASO is bigger than you think 2. Connect teams and experts 3. Analyze the market & trends 4. Focus on paid and organic synergies 5. External POV can be THE impulse