Challenge
About the Client Our client, Trainman App is a one-stop destination for all things related to train travel. They are the pioneers of prediction confirmation and train ticket booking with 90% correct predictions. Passengers can use the app to book train ticket, know train schedules, check PNR status, seat availability, coach position, live running status, platform number and even food delivery services in regional Indian languages. The Challenge Breaking the monotony of giants in the travel app market Travel being a highly competitive marketplace, most of the popular Government and private apps are available on the Google Play Store. In view of this, the brief provided by the client was to - Increase keyword ranking for highly competitive keywords such as PNR status, train running status etc. Increase app installation via organic user download Tackle stiff competition from travel giants like IRCTC app, Ixigo, RailYatri etc. Create backlinks even with limited scope for faster discovery of the app Garner positive app reviews and ratings Get measurable audience engagement Increase overall brand exposure
Solution
Increasing Engagement : Inbound Strategies Optimized App name or Title, Short description and Long description on the basis of identified keywords Creating deep links for mobile app screens from the corresponding website pages Decreased the app size so it can download more quickly on mobile Decreased the size of the promotional video so the user can grab more information in just a few seconds Use of ‘Word Phrases’ and ‘More Descriptive Phrases’ to gradually improve probability of conversion Improving app user interface to ease navigation and drive engagement Providing Right Information: Content Marketing Content Development and Optimization - Keywords identified were used to create ‘quality’ content – guest post, articles, blogs, press releases, etc. Added app links in website pages and blog post content as well Creation of specific content to address pain points of users. With emphasis on creating authentic content which incorporates keywords naturally Paid and free app directory submissions for link building Generating promotional content on Quora to improve app awareness by answering specific and generic user queries Content Optimization for ASO App Freshness - optimized app content which can actively reflect user feedback, feature additions, technology upgrades, thus has higher chances of being downloaded App quality - ensuring the app is updated with new and genuine reviews Brand scale - consistent content refinement to make sure the app receives added relevance CTR (Click Through Rate) optimization - thumbnail and images used are regularly optimized. Along with A/B testing each of app store fields to improve this key metric Optimizing app’s existing user ratings, reviews and engagement Assessing the role of the website which drives volumes of referral visits directly to the store page, and the app downloads section The Process Continues - SEO is a long-term strategy, therefore, ongoing assessment, optimization and testing is undertaken to maintain the momentum and to improve it with time Results are regularly monitored and analyzed to achieve enhanced outcomes Quality content is periodically added to match real-time updates to keep the user informed
Results
Achieved spectacular results with 63% increase in organic app’s store listing visitors, a 38% increase in organic app installation, a 20% increase in app reviews and 25% growth in app authority from the baseline in a span of just 5 months only.
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