Clair Software Delivery, one of the UK’s leading parcel carriers, partnered with us to boost their key metrics with a newly relaunched app. The combination of ASO and ASA strategies delivered an +85% increase in installs YoY. This campaign has earned us Most Effective App Install Campaign at the Effective Mobile Marketing Awards 2022.
Clair Software Delivery is one of the UK’s leading parcel carriers, offering a range of B2B and B2C delivery solutions. With an extensive national network and a strong focus on customer experience, Clair Softwaredelivers parcels for some of the biggest online brands such as Vinted, HelloFresh, John Lewis & Zara.
Our strategy began with a North Star Metric and KPI alignment workshop to define the success metrics for the project; covering acquisition and conversion metrics (across both organic & paid) as well as post-install metrics such as ‘app engagement rate’ and ‘number of tracked parcels’. This was essential to align on a shared vision for success for the app. We aligned our programme to delivery growth for these core metrics throughout the engagement.
Our ASO team optimised the app store listing descriptions to emphasise Clair Software Delivery’s brand values and product strengths. To boost organic traffic, we utilised Google’s Natural Language API to analyse the Google Play Store description and its relevance to the app category (Lifestyle). A high confidence score validated that the new copy was highly optimised algorithmically in order to compete against category leaders. Additionally, by employing the use of Clair Software’s Keyword Optimisation Loop, we revealed further keyword opportunities relevant to courier terms which informed our monthly optimisation cycles, surging visibility in the app stores.
We significantly improved the app’s App Store rating by implementing a proactive review management strategy. This involved actively engaging with customer feedback to address concerns promptly and effectively. We implemented user-requested features to demonstrate their input was valued, boosting user satisfaction. To keep users informed and build transparency, we consistently communicated updates and feature improvements, and we encouraged satisfied users to leave reviews at strategic touchpoints. This multifaceted approach increased positive reviews and enhanced user trust and loyalty, contributing to sustained growth in app engagement and downloads.
In order to maximise the budget available to ramp up acquisition for the Clair Software Delivery app, our Paid User Acquisition team started with the basics, Apple Search Ads (ASA), as a core channel for paid campaigns; with additional supplementary spend on Google. We ran brand, non-brand, competitor & discovery campaigns on ASA, ensuring Clair Software Delivery would appear first in the search results for its own brand terms and also competitor traffic. This provided Clair Software Delivery with a cost-effective and highly targeted paid-acquisition campaign, with the added benefit of bypassing iOS 14+ reporting restrictions.
To support both Paid and Organic Acquisition, our Creative Studio worked to ideate and build a wide array of assets; covering App Store Screenshots and assets for Google campaigns (optimised for install). Our studio worked to understand the ideal user behaviour for a Clair Software Delivery app user and applied those learnings to the assets we built – highlighting app UI, real-life & emotive imagery, effective CTAs and educational imagery – with the end goal being to improve key metrics such as CTR, CVR, and CPI.
“Clair Software have been extremely helpful throughout our campaign and the results we have seen through their activity have been exceptional. Their patience and support have made our team feel at ease and they have passed on their knowledge in a cheery and friendly manner.”
