Driving Growth Through Data-Driven App Store Optimization (ASO)
How Tradesy Optimized ASO to Increase Installs, Conversions & Keyword Rankings
The Challenge
Tradesy aimed to improve its App Store Optimization (ASO) strategy to increase app installs, keyword rankings, and conversion rates on the Google Play Store. However, several challenges arose during the process. The app struggled to rank for high-intent keywords like "luxury brands" and "authentic designer bags," limiting its visibility in organic search. While the app had steady traffic, its conversion rates remained stagnant, indicating that improvements were needed in messaging and visual presentation.
The Solution
Tradesy implemented a structured ASO strategy centered on A/B testing short descriptions, long descriptions, banners, and video elements in the Google Play Store. The approach combined keyword optimization, creative testing, and audience-focused messaging refinements to improve installs and conversions.
To boost conversion rates, A/B tests on short descriptions compared messaging like "luxury brands," "authenticity," and "free shipping." Keywords such as "luxury bags" and "designer brands" performed best, leading to their adoption. Seasonal messaging (e.g., holiday promotions) had mixed results, with luxury-focused descriptions consistently outperforming seasonal themes.
Tradesy also tested graphics and screenshots to enhance engagement. The best-performing creatives highlighted exclusive deals, high-end product imagery, and clear CTAs. While some banners featuring “buy & sell the perfect look” increased installs, holiday visuals had inconsistent results. A/B tests on video elements found that static screenshots consistently outperformed videos, leading to a shift in strategy.
For keyword optimization, Tradesy experimented with strategic placements in short and long descriptions to rank higher for high-value terms like "Chanel," "Gucci," and "Louis Vuitton." Incorporating product categories like “shoes” and “bags” improved search visibility, confirming the value of ongoing keyword refinement.
Finally, promotional messaging in banners and descriptions was refined through A/B testing. The most effective messaging emphasized “luxury” and “exclusive deals” over generic seasonal promotions, reinforcing the importance of brand-aligned, high-end positioning.
The Results
Tradesy’s ASO tests revealed that luxury and authenticity-focused messaging consistently outperformed generic descriptions, driving higher installs and conversions. Luxury-focused messaging proved more effective than generic holiday themes. Visuals played a key role in engagement, but clean, direct creatives performed better than complex banners or videos. Lastly, keyword optimization delivered ranking gains but required continuous monitoring and refinement to maintain long-term success.
New Installs Increased by 17% after optimizing short descriptions with luxury-related keywords
Conversion Rate Improved by 22% from ASO-optimized screenshots and messaging updates
Screenshots Outperformed Videos, driving a 14% lift in conversion rates
Keyword Rankings Improved for High-Value Search Terms:
Authenticity guaranteed: Moved from #38 → #27
Authentic designer bags: Moved from #95 → #32
