Smiles Case Study: App Store Optimisation
Smiles is one of the largest coalition loyalty programs in Brazil, with 17+ million members.
CadastraMarketing
March 12, 2024
Case
The Smiles App operates within a very competitive environment. The goal was to drive more visibility and traffic to their App Store page on both Google and Apple. Smiles key competitors such as 123 Miles, Azul, LATAM Pass, Livelo, and among others already had a fair amount of market share.
Answer
We identified, assessed and built a strategy around relevant keywords associated with the App. We optimised various pieces of content on their app pages and enhanced key metadata components such as images and videos. The team reviewed the performance of key competitors, App reviews and sentiment which contributed to developing valuable insights and strategic direction.
Results
Across both app stores, we observed improvements in rankings and conversions: a 21% increase in conversions on Google Play and an 8% increase on the Apple Store. Additionally, the app attained the top-ranking position for "miles" in both app stores.