Zentones is a sleep sounds app designed to offer a clean and effective solution for users seeking better sleep. The app provides a range of calming sounds. Its minimalist design ensures that users can easily navigate and access the features they need without feeling overwhelmed by unnecessary options.
Challenges Faced: Struggling to Gain Visibility
When Zentones came to us, they already had a solid app for both iOS & Android, but they were struggling to build a market position:
- Lack of Visibility: Despite offering a straightforward and useful solution, Zentones was not getting the visibility it needed in a market dominated by giants like BetterSleep, Headspace, and Calm. These competitors had already established a strong presence and loyal user bases, making it harder for a smaller, simpler app to gain traction.
- Low Downloads & Engagement: Despite having an excellent product, Zentones was not attracting the right audience. The app was not converting visitors to users at the rate it should have, and engagement was lower than expected.
- Low App Rating: With a 3 star rating, new users were afraid from downloading the app and it was affecting the overall perception of the product.
The Approach: Our ASO Strategy
1. Keyword Research: Finding the Right Words
The first step was to get Zentones noticed in search results. We dug into keyword research, starting with the basics like using Google Play Console to get keyword suggestions for making custom store listing and utilised Sensor Tower, to find the right keywords.
The main focus was on terms that had high intent but weren’t overly competitive. These keywords were more niche specific, so it was easier to rank higher and get in front of people actually looking for a sleep solution.
2. User Interface: Keeping it Simple
The app was already designed with simplicity in mind, but we made sure that it was as user-friendly as possible.
We streamlined the navigation so users could easily find and play their favorite sounds without any confusion. The goal was to make the app feel calming from the moment users opened it.
3. Retention: Fixing Bugs and Improving Stability
Retention was crucial. It wasn’t enough to just attract users, we needed to ensure they kept coming back. The app had some bugs and crashes that were negatively impacting the user experience, so our first priority was to address these issues.
Once the stability was restored, we focused on releasing regular updates to address any remaining problems and continuously improve the app.
Please Note: Zentones tech team was very proactive, and all the changes suggested by Priori Data were actively implemented by them
4. Feedback: The Key to Success
By this time Zentones acquired a loyal user base, and all we had to do was listen to their feedback.
After reviewing user suggestions, we saw that they wanted more sound options and the ability to save favorite mixes. We added those features in the subsequent updates, and strategically placed the review prompt on every positive action.
By responding directly to user needs, Zentones rating jumped from 3.3 stars to 4.8 stars.
5. Re-engagement: Push Notifications
To keep users coming back, we implemented personalised push notifications based on user behaviour. They were gentle reminders, like when new sounds were added or when it was time to wind down before bed.
The goal was to gently bring users back to the app without overwhelming them and the personalisation did exactly that.
6. CRO: A/B Testing
By now the app, was already acquiring the right target audience and even a simple 10% increase in Conversion rate could lead to substantial increase in revenue.
So Finally, we focused on improving the app’s landing page. The goal was to make the download decision as easy as possible.
We worked on optimising the screenshots and the app icon. After testing almost 10 set of screenshots with different designs, we finally found the one that lead to a massive 21% increase in conversion rate and our job was done.
Please Note: The creatives, including screenshots and the app icon, were designed and implemented by the Priori Data.
The Results
- Keyword Research: Ranked multiple keywords in the Top 10 for the U.S. and increased organic installs by 32%.
- Retention, & Feedback: Re-engaged 27% more users through personalized push notifications and user-requested features.
- App Rating: Rating went from 3.3 to 4.8 stars in a span on just 4 months
- CRO: Increased conversion rate by 21% through A/B testing of screenshots and app icons.
Key Takeaways
- Keep it simple. A user-friendly experience can make all the difference, especially in a market full of complex apps.
- Listen to your users. Responding to feedback not only improves the app but also builds trust with users.
- ASO is an ongoing effort. Keyword optimization, A/B testing, and user feedback should be part of a continuous improvement cycle.
