Growth audit case study created by Peter Fodor and presented by Martin Jelinek with Guilia Pacioni (Babbel) for App Promotion Summit Berlin 2019.

1. Giulia Pacioni (Babbel)
Martin Jelinek (AppAgent)
CASE STUDY
SETTING A NEW GROWTH
STRATEGY BASED ON DATA

2. PERFORMANCE
MARKETING
Growth
Brand
PR
ASO
Analytics
and BI
TV/Radio
Outdoor

3. Giulia Pacioni
Senior SEO/ASO Manager
Martin Jelinek
Head of Marketing

4. 😱
Downloads
Time
Graph for illustration only

5. TO HELP BABBEL GROW
AGAIN THROUGH ASO

6. 1. CONTEXT & SETUP
2. GROWTH AUDIT
3. IMPLEMENTATION
4. KEY TAKEAWAYS

7. CONTEXT & SETUP
1

8. 😀 👉 🤨 👉 😱

9. INTERNAL
● Analysis only on a channel level
● Need for a holistic view
● Need for an app architect with an excellent
understanding of an app stores ecosystem
AGENCY
● agency not focusing only on ASO -
broader scope
● someone who could embrace the
challenge and spot the new growth levers

10. Why AppAgent
and what we expected to get

11. Giulia Pacioni
Senior SEO/ASO Manager
Project lead and
stakeholders management
Belen Caeiro
Director of Product Marketing
Functional lead of the entire
task force/virtual team
Agata Jajszczyk
ASO Manager
ASO specialist and
analyst

12. accepted the challenge
Why AppAgent

13. Peter Fodor
Founder & CEO
Market Analysis, portfolio
consolidation
Martin Jelinek
Head of Marketing
Traffic analysis, synthesis
Jiri Chochlik
ASO Manager
Keywords and conversion
rate
Thomas Petit
UA Expert
Traffic analysis,
Apple Search Ads
Vit Volsicka
Data Analyst
Correlation analysis,
custom reports

14. WEEK 1 WEEK 2 WEEK 3
May 24th
Project Kick-off
at Babbel's HQ
Internal Kick-off
Roles and tasks
distribution
Data collection
and clarification
Status #1
Weekly report
with Babbel
Timeline of correlations
Market Analysis
Paid UA/ASA analysis
Reviews & ratings
App size analysis
Status #2
Weekly report
with Babbel
WEEK 4
Traffic analysis
Similar Rank Analysis
Keywords and rankings review
A/B tests review
Store redesign proposal
Synthesis
Recommendations
Slide preps
Presentation preps
June 18th
Full-day workshop
at Babbel's HQ
June 20th
Short presentation
for C-level execs

15. GROWTH AUDIT
A / Market analysis
B / Keywords optimization
C / Conversion optimization
D / Apple Search Ads
2

16. Source: AppAnnie

17. Babbel
Free
provider
Source: AppAnnie

18. 1. A free provider in the category heavily invests into paid UA
2. Babbel has very strong monetization compared to the competition
3. Babbel can outbid the market leader on paid ad networks
UA is a business
model competition

19. GROWTH AUDIT
A / Market analysis
B / Keywords optimization
C / Conversion optimization
D / Apple Search Ads
2

20. ASO meta framework

21. KEYWORDS RANKING FACTORS AS REPORTED:
1.Amount of downloads on a given keyword
2.Velocity of downloads on a given keyword
3.Conversion rate of the app
4.In-App metrics (retention)
5.Amount of ratings and reviews
6.Average rating of the app
7.Keywords in reviews
8.Competitors rankings
9.Updates
10.App size
11.Uninstall rate (?) Crash rate (?) Package name (?) In-
app purchase names (?)
Impression Impression
ASO meta framework

22. iOS
100%
Organic
60%
Paid
40%
Search
85%
Explore
15%
Web
50%
App
50%
60% of total
10% of total
15% of total 15% of total
Android
100%
Paid
65%
Organic
35%
Google
Ads
51%
3rd
party
32%
UTM
17%
Search
48%
Explore
52%
14% of total 15% of total
40% of total
20% of total
11% of total
Values and ratios were changed for
illustration purposes
ASO meta framework

23. 1.Users come from brand keywords,
not much from generic.
2.Babbel ranks competitively on high-
traffic keywords but not in the top
position. A free provider gets better
exposure due to the massive traffic.
3.Cannibalization: users who search for
brand naturally select the OLA
4.The potential to increase rank by
consolidating the portfolio

24. GROWTH AUDIT
A / Market analysis
B / Keywords optimization
C / Conversion optimization
D / Apple Search Ads
2

25. ASO meta framework

26. CONVERSION FACTORS:
1.Title, subtitle
2.Rankings and reviews
3.Icon and screenshots
i>p
CVR CVR
i>p
CVR
i>p
CVR
ASO meta framework

27. 1.More A/B testing will lead to an increase of conversion
2.Portfolio consolidation will help focus
3.Clear brand positioning necessary
4.Proper A/B testing methodology needed
Follow-up CRO workshop and mentoring sessions, designing new assets together.

29. GROWTH AUDIT
A / Market analysis
B / Keywords optimization
C / Conversion optimization
D / Apple Search Ads
2

30. ASA is an important traffic driver for Babbel, top funnel
metrics are strong but the delivery very concentrated.
1. More keywords, discovery campaigns, more countries
2. Stress-testing to understand the ASA impact
3. Using ASA for unique insights at a keyword level

31. Unique insights at a keyword level:
1.On store data (volume, TTR, CVR): uncovered organic keywords,
which language to push in which country...
2.Post-install data (which keyword brings the most revenue)
3.Assign extra “value” to keywords not ranking well organically

32. IMPLEMENTATION
AT BABBEL
3

33. The agency analysis validated ASO team
assumptions and led to an alignment on
concrete actions needed to be taken to
counteract the declining installs trend

34. A virtual task force was established
(multiple channels and functions)

35. Closer synergies between organic
and paid user acquisition teams

36. Modifications in the paid UA strategy led to
increased conversions and an 18%
improvement in CPAs

37. There has been a strong shift to a
performance-driven mindset when it
comes to Design and Copywriting
teams

38. Established the CRO loop

39. iOS
Portfolio consolidation

40. Complete revamp of the store - up
to a 15% increase in installs

41. BEFORE
AFTER

43. KEY TAKEAWAYS
4

44. 1. ASO is bigger than you think
2. Connect teams and experts
3. Analyze the market & trends
4. Focus on paid and organic synergies
5. External POV can be THE impulse

45. BABBEL.COM | APPAGENT.CO
THANK YOU!