Driving App Growth and Visibility for My Way

Who is MyWay?

MyWay is a smart parking platform specializing in both off-street consumer parking and integrated B2B solutions. By unlocking underutilized parking assets—such as private garages, hotels, and office spaces—MyWay provides drivers with affordable, reliable parking while helping businesses manage and monetize their spaces.

What were the strategic goals?

1. Scale Growth & Market Share

The primary focus was driving high-quality user acquisition through App Store Optimization (ASO). Success is defined by a deep engagement funnel rather than just downloads, specifically targeting the “Habitual User” milestone:

• Install → First Booking → Third Booking within 90 days.

The Challenge & Wuzzon’s Strategy

The engagement focused on the core pillars of app growth: Visibility (ASO) and Conversion (CRO), with a clear roadmap for managed growth and scaling.

Wuzzon implemented a multi-phased strategy that included an initial Audit, Activation, and ongoing Managed ASO Growth. Focusing on visibility and conversion of the store presence. Starting with the core market and adding expansion markets during the collaboration.

What did Wuzzon do?

Wuzzon’s work for My Way included : metadata & keyword optimization and creative testing.

1. App Store Optimization (ASO) and Visibility

• Metadata Recommendations: Wuzzon audited and recommended new metadata for both the Netherlands and the Belgium stores, focusing on maximizing character usage and keyword density and keyword volume, opportunities and quality.
  • Example NL: Title updated to “My Way parkeerapp: park & pay.”
  • Example UK: Title updated to “Parking Easy & Smart by My Way.”
• Keyword Strategy: Wuzzon analyzed keyword performance monthly to track impact on visibility and optimize towards best performing keyword rankings.
• Geographic Expansion: Localized app store fronts are vital not only for better communication of the app’s core features but also for a better overall store presence, signaling to the search algorithms, care and consideration has gone into the store fronts making the app preferable to be shown. 

2. Conversion Rate Optimization (CRO) and Creatives

• A/B Testing: Wuzzon designed and launched A/B tests to optimize core conversion elements:
  • Icon A/B test: Several rounds of icon variations have been tested. With the main query if brand recognition or a more explanatory icon would have better conversion from impression to download.
    Screenshot A/B test: screenshots are the most prevalent creative asset on the Apple app store, a clear strategy has been set into place to test multiple hypotheses and variations.
• Custom Product Pages (CPPs): CPPs briefs targeting cities allow the user to recognize parking lots in the cities and maps they were looking for. The goal is to streamline the user experience by linking media campaigns, Apple Search Ads (ASA), and organic searches to localized, relevant pages.

Key Achievements (ASO Performance Uplift)

Wuzzon’s ASO efforts resulted in a significant uplift in visibility, +122% uplift in visibility score for iOS and  +105% visibility score improvement for Google Play.

Overall +253 more ranked keywords on the NL iOS store since the start of the metadata improvements , and +212 new ranked keywords for Google Play including more than 50 keywords in top 5 position for generic search terms and  targeted cities.

Conversion efforts have produced an overall 11,4% better conversion of the app store pages resulting in a more effective funnel for organic traffic and improved media spend.

These efforts combined with brand recognition and in-app improvements resulted in a sustainable app growth with 10,5% increase in search downloads.

*NB: This data is based on a specific 3 month period.