The Challenge

SimplyWise faced the multifaceted challenge of expanding its app capabilities beyond receipt scanning. The goal was to preserve simplicity and user-friendliness, essential for retaining existing users while attracting new ones. In a competitive market teeming with alternatives catering to the self-employed and small businesses, establishing a unique value proposition was critical in the crowded expense management and accounting sector.

The cyclic demand tied to tax seasons further complicated the app's evolution. Transitioning from a straightforward receipt scanner to a comprehensive financial tool for self-employed individuals and small business owners required balancing the enhancement of core features without overshadowing the app's original functionality. Competing with giants like TurboTax and QuickBooks necessitated a sophisticated App Store Optimization (ASO) and Apple Search Ads (ASA) strategy, especially during peak seasons.

The Solution

To enhance market reach while maintaining user-friendly appeal, the focus shifted to expanding the keyword scope to encompass new features such as expense management and tax preparation. This expansion improved keyword rankings and tailored Apple Search Ads campaigns, emphasizing specific user intents like "expense," "receipts," "tax," and "mileage." A refined ASA strategy, leveraging custom product pages (CPPs) to increase tap-through and conversion rates, identified high-performing keyword segments. This strategic prioritization guided future efforts.

During the tax season, SimplyWise focused on enhancing visibility and conversion rates amidst stiff competition. Continuous testing and refinement of visual elements, such as screenshots and app icons, across platforms, led to a substantial increase in conversion rates—a 172% growth in overall conversion rate compared to figures before August 2023.

Leveraging seasonal interest, various App Store Optimization (ASO) strategies, including launching In-App Events (IAE), boosted app downloads. Custom Product Pages (CPPs) in Search Ads campaigns also saw a significant uptick, with a 32.6% average increase in Tap Through Rate (TTR) for these campaigns. These initiatives not only improved brand recognition but also solidified market position during a critical period.

The Result

Initially, SimplyWise was experiencing a declining trend in ASO with an average Year-over-Year (YoY) growth rate of -26.5%, indicating a pressing need for a strategic overhaul to their store pages. Following targeted interventions starting in September, a notable transformation occurred. Organic search first-time downloads (excluding ASA) witnessed an average growth rate of +60.5%. This turnaround underscores the effectiveness of the optimization strategies employed and the commitment to SimplyWise's success.

Date range: September 2023 to February 2024

Service: Managed ASO and ASA

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