How LOOKFANTASTIC Secured a Top 10 Ranking in the UK Charts

CHALLENGE

LOOKFANTASTIC’s primary objective was to rank Top 10 in the Shopping category in the App Store. This goal was part of their user acquisition strategy, leveraging the synergies between ASA and ASO.

To achieve this objective, a comprehensive metadata refresh was required. This included updating the app title, description, keywords, and screenshots, as well as introducing in-app events.

SOLUTION

LOOKFANTASTIC used AppTweak to analyze market trends and discover popular keywords to identify growth opportunities and drive performance

The AppTweak features used included:

Keyword Optimization: 

1. All Ranked Keywords: To get a complete overview of initial keyword rankings and identify those driving organic downloads.
2. Keyword Research: To pinpoint keywords targeted by competitors and their effectiveness in driving organic downloads. In addition, this was used to identify high-intent and brand keywords and create a comprehensive keyword list.

AppTweak’s own AI model (Atlas AI) has been beneficial in keyword analysis, building keyword lists, and expanding keyword research.

LOOKFANTASTIC was able to refine the selection based on their strategy and simulated the new metadata by leveraging AppTweak’s App Page Preview. This provides the ability to visually test app names and subtitles, in addition to reviewing keyword density within the app description.

Monitoring performance:

To conduct performance monitoring on the target keywords, LOOKFANTASTIC  leveraged AppTweak’s Keyword Impact feature. This supported LOOKFANTASTIC in understanding which keywords were driving daily downloads following the metadata update, as well as making it easy to analyze against competitors’ rankings, all in one view.

In-app events: 

In-app events are a great way to engage with app users. LOOKFANTASTIC started using in-app events as part of their strategy to enhance app visibility and user engagement. On the App Store, in-app events show in the search results, instead of the screenshots for people who have already downloaded the app. This was a great way for LOOKFANTASTIC to improve acquisition and retention efforts, as well as enhance user experience.

By using AppTweak’s dedicated In-App Events Analytics feature, LOOKFANTASTIC was able to measure their in-app events efforts and understand how they impact user acquisition and retention.

Overall, understanding the synergy between ASO and ASA was integral for LOOKFANTASTIC’s marketing acquisition strategy, to elevate app visibility and drive downloads effectively.

ASO efforts laid the foundations for their ASA strategy and allowed for strategic investment in order to achieve sustainable growth for the LOOKFANTASTIC app. This in turn resulted in LOOKFANTASTIC achieving its highest-ever ranking in the App Store.

RESULTS

After making changes in the app metadata, LOOKFANTASTIC  saw improvements in Visibility Score across target keywords within 3 days, when the score went from -2.37% to +8.81%. Moreover, LOOKFANTASTIC also achieved its highest Visibility Score ever by reaching up to +16.84%.

The Visibility Score is an AppTweak metric that allows you to check the progression of your app’s visibility in the store relative to your competitors.

During April, LOOKFANTASTIC experienced a Monthly Installs Growth of +721% and an Average Rank Growth of +20%.

With these remarkable results, LOOKFANTASTIC will continue amplifying their measurement capabilities, which will support ongoing marketing efforts.