ekilu: +14% Conversion Rate [ASA Case Study]

Earlier this year in March, ekilu got in touch with PICKASO to help their project with App Store Optimization (ASO) and User Acquisition (UA). In today’s article, we’ll see how we got to improve ekilu’s TTR (Tap-Through Rate), the CR (Conversion Rate) and the CPI (Cost per Install).

Case Study with ekilu: +14% in Conversion Rate

What is ekilu?

ekilu is a nutrition app that offers more than 200 healthy recipes, custom menus according to goals set with nutritionists and meditation exercises. It’s an all-in-one app that helps users to find balance between body and mind and to achieve a healthier lifestyle.

ekilu’s app registers more than 1 million downloads and is available on the App Store and on Google Play.

What’s its goal?

The client and our UA team’s goal is to reach the highest trial number within the app, with a defined CPA and budget. Another goal was to improve the Apple Search Ads campaigns conversion rate in Spain, as it is one of the acquisition channels with the best in-app conversion in terms of trial, but the installs costs of this channel was higher compared to other UA channels.

Custom Product Pages Strategy Definition

From PICKASO, we worked on a Custom Product Pages strategy. First, we gathered the main data: impressions, taps, TTR and CR of the Apple Search Ads platform to see the different keywords we had included in the generic campaign.

In this campaign, we bid for keywords of different categories: recipes, menus, diet, weight loss, etc. and we realized that there were 2 categories that stood out in terms of impressions, taps, TTR and CR, these KPIs being the main indicators that a keyword is being searched on the App Store, and thus, generates downloads for the app.

Until that moment, all the campaigns that were active on Apple Search Ads (brand, competition and generic) impacted the user that searched one of the keywords we bid for with the following screenshots:

After analyzing the keywords that generated the highest search volume (impressions) and the highest installs volume (CR), and detecting the 2 keywords categories with the most impressions, taps, TTR, CR and installs, we decided to do a custom product pages test with these 2 categories. To do so, we worked with 2 different campaigns:

• The first one for keywords related to “weight loss”, “perder peso” en español
• The other one for keywords related to “recipes”, “recetas” en español

We worked on 2 design proposals for the 2 custom product pages:

• In the first campaign, weight loss with tasty and varied food was mentioned in the first 3 screenshots
• In the second campaign, we mentioned the recipes volume and the recipe tracker by category

Custom Product Pages Strategy Launch

Once the client validated both custom product pages with PICKASO’s team, the 2 new campaigns were launched, while we took away the selection of keywords of both categories from the generic campaign to avoid cannibalizing it by bidding on the same keywords for several campaigns.

When a campaign is launched to test a custom product page, Apple Search Ads automatically puts in competition the selected custom product page with the generic product page that is uploaded in App Store Connect. In that case, according to the performance that both creative sets receive, the same campaign distributes the investment and gives more weight to the one that generates the highest volume of downloads for the lowest cost, which usually happens to be the one with the best conversion rate to download.

Custom Product Page 1 – “Weight loss”

In the campaign for “weight loss” keywords, this design was tested against the generic design we saw earlier:

After a month of the campaign being active, the results were the following: we reached a conversion rate more than 14% higher than with the generic screenshots, and a CPI more than 16% lower than with the generic screenshots.

It thus showed that users that looked for keywords related to weight loss reacted more positively to the custom product page focused on weight loss designed by PICKASO.

Custom Product Page 2 – “Recipes”

For the “recipes” campaign, this design was tested vs. the generic design:

After a month of the campaign running, the results were the following: we reached a TTR 3 points higher than the generic ones (+29%), a conversion rate more than 11% higher than the generic screenshots and a CPI more than 17% lower than the generic screenshots.

Thus, in that case it was also shown that users tend to convert best when they are shown screenshots that are more related to their search.

In short: Key data

• 29% of growth in TTR
• 14% and 11% of growth in CR for both CPP
• 17% decrease in CPI

Case Study with ekilu: Conclusions

The most related the visuals and copies that are shown in the screenshots are to the search (keyword) that the user makes on the App Store, the most affinity and the higher the main acquisition metrics: TTR, CR, installs and CPI.

These results provide us not only with how to improve conversion and Apple Search Ads campaign costs, but also with insights to be applied to the generic screenshots that are shown organically on the App Store, and even on Google Play.

If you’d like to get better results in terms of conversion and costs of your Apple Search Ads campaigns, get in touch with our team to work on a strategy that helps you grow more and better with PICKASO.