ASO-Case: Promoting a drug search application in Kazakhstan
ASO promotion
Drug search application in Kazakhstan
– Take top positions for priority keywords
– Positive dynamics of targeted traffic
– Increase the number of registrations and downloads of the application
February 2023 to present
Kazakhstan
Initial data
An application for drug search in pharmacies all over Kazakhstan. Its main feature is the ability to get free online consultation with a pharmacist from the pharmacy.
The project had many problems at the start. Analytics tools were not integrated, semantics had not been worked out, metadata had not been collected, there was no corporate website, and much more.
The project required a comprehensive approach.
Work stages
2. Analyze competitor apps and websites.
The partner offered us a pre-compiled analysis of their key competitors for the website and app.
Competitor analysis example:
Although it helped us a lot, we also did our own analysis: the number of app downloads, their rating, the number of ratings and reviews, the main topic of reviews, the design of screenshots, logos, the presence of optimized text, metadata, and a dozen other indicators – both for our app and for competing apps in both app stores.
We also analyzed competing websites, and based on the information gathered, we began developing the website.
Naturally, special attention was paid to the application. At this stage, the following factors were analyzed:
- Presence of a unified concept in the design.
- Icon of the application.
- Quality and content of screenshots.
- Availability of video previews.
- Full use of character space.
- Presence of key queries in the main text areas.
- Presence of the application description.
- Presence of responses to reviews and their content.
- Main indicators: downloads, installations, etc.
Based on this analysis, a work plan was created and recommendations were made to optimize the application in each of the app stores.
App appearance remains a key factor influencing the number of downloads. When a user searches for an app based on desired functionality (no brand loyalty), they are more likely to be influenced by an icon, screenshots and videos in the search engine.
We’ve put together recommendations for improving each of these three elements.
6. Analyzing the possibilities to improve the functionality and interface of the application.
We made a detailed comparison of the features and usability of our app with each of our competitors. We found out what additional options the competitors offered and what we could use in our app.
Furthermore, we made recommendations on how to improve usability.
As a result, the following issues and growth points were identified:
1. Button locations on slides were unevenly spaced:
2. Authorization and registration in the application needed simplification.
3. The peculiarity of the application is that the user receives information about the availability of the drug directly from the pharmacist in the pharmacy. Unfortunately, this often affects the speed of response. We suggested including details on wait times and reassuring users that the time they spend waiting is worthwhile for a thorough consultation with a licensed pharmacist.
4. Recommendations were made regarding the content of the “News” and “Promotions” sections.
5. Recommendations on the development of instructions for drug products.
6. Recommendations on the proper banner design.
7. Recommendations on displaying product listings on the app’s main screen and creating drug selections such as “New Products” and “Popular Products.”
8. Recommendations for adding functionality to search for pharmacy addresses by region and providing information on each pharmacy.
9. Recommendations for the implementation of the “Drug Analogues” and “Pharmacies Nearby” functionality.
10. Recommendations for displaying not only product names in the app, but also their category.
11. Recommendations for compiling drug lists by brand name.
12. Recommendations on implementation of additional functionality. We considered it important to provide users with the opportunity to create custom collections of drug products: “Home Medicine Kit”, “Car Kit”, etc. This feature enables users to check which drugs they have not yet purchased, which ones are about to expire, etc.
13. Recommendations for developing an enhanced drug search function that includes filters for sorting by manufacturer, active ingredient, and other relevant categories.
7. Working with feedback
During initial analysis of the app, it became apparent that a significant problem existed due to high negative review frequency. The majority of the reviews received were either neutral or negative. A comprehensive analysis was carried out on every review, identifying the issues users encounter while using the app, followed by recommendations for each of them.
When working on a brand, it’s critical to not only respond to every piece of feedback, but to take real action to fix the issues identified.
After that, we ran a campaign to get motivated feedback and ratings.
Previously:
Since we started working on motivated reviews, the situation has gotten much better. Nearly 100% of recent app reviews are positive. At the same time, key queries are used when writing reviews, which has a positive impact on their positions in the app store rendition.
Work on app reviews is carried out on a monthly basis.
8. Getting motivated app installations by key queries
After we worked on the content and visual components of the app, as well as made recommendations to improve the functionality and usability of the app, we proceeded to increase the positions of the most important key queries for us by getting motivated installs from them.
The results can be seen in the screenshot.
Previously:
Through motivated installations, we can raise the positions of even the most high-frequency keys, despite very strong competition.
Now:
But for high-frequency keys with high competition, it is necessary to regularly maintain motivated keyword installations. Otherwise, rankings for such keywords will eventually decline:
Installations gained:
Motivated installations are stopped:
9. Creating an automatic report.
Analyzing traffic by its various channels is not always convenient in the admin panels of app stores. In addition, working with Google Analytics 4 or Firebase requires certain skills. Therefore, we created a report using Looker Studio to provide our partner with easy access to data on traffic channel efficiency at any time:
10. Optimizing app rating in app stores
A high rating and numerous positive reviews have a significant impact on the level of trust users have in an app. Users are more likely to install an app that has a positive rating and reviews.
The efforts and work done resulted in an improved ranking of the app in both app stores:
BEFORE:
Currently, we are concentrating on improving the app’s rank on the App Store. Enhancing the app’s position on Google Play demands a substantial number of motivated ratings, which, in turn, requires a significant budget.
Results of the work performed
An increase in the application’s ranking on the App Store.
(April-May decline is caused by the fact that the project was put on pause after the basic ASO and transition to full support)
Dynamics on the App Store:
Conclusions
During ASO promotion, we successfully optimized the InDrug app, which helped to increase its visibility on the App Store and Google Play, and attract more target audience. As a result, we successfully attracted a larger audience and significantly increased app downloads and installations while also improving its position.
It is worth noting that app optimization heavily relies on ratings and reviews. Achieving a higher position, even for such complex queries as “pharmacy”, is much easier than overcoming negativity in reviews and raising the app’s rating. It’s crucial to address user feedback and optimize the app’s functionality and interface. Being at the top of search results won’t yield the desired effect if users aren’t satisfied with the app’s usability and design. Motivated reviews can partially fix the problem, but unfortunately it is precisely negative reviews, not positive ones, that “take root” in app stores.
Moreover, it should be noted that rapid growth of positions for key queries is possible both on Google Play and on the App Store. However, to accomplish this, it is crucial to consistently improve the application and acquire motivated downloads and installations for the targeted key queries.
