Wuzzon & Infoplaza App Growth Case Study
This case study details how Wuzzon partnered with Infoplaza, the team behind two of the Netherlands’ most popular apps, Weeronline and Buienalarm, to build a sustainable growth engine and unlock their full app store optimization potential.
The Problem: Ready for a Growth Upgrade
Despite boasting a massive user base (6 million for Weeronline, 5 million for Buienalarm), Infoplaza’s apps were facing growth roadblocks that prevented them from maximizing profitability:
- Inconsistent Discovery: There was no fixed strategy for App Store Optimization (ASO). This meant the apps were missing out on thousands of organic downloads because they weren’t ranking for many key search terms.
- Missed Conversion Opportunities: The app store pages themselves weren’t optimized to convert visitors into users, meaning potential downloads were being wasted.
- Suboptimal Paid Strategy: While running paid campaigns, the approach lacked the structure needed for efficient spending and clear performance insights.
Infoplaza needed a partner to bring structure, prove out a solid ASO strategy, and optimize their app store presence for maximum organic discovery and conversion.
The Game Plan: A Three-Point Attack
Wuzzon designed a pragmatic, multi-layered strategy to address the challenges, focusing on quick wins in conversion and building a strong foundation for long-term discovery:
- Optimizing the Storefront (ASO & CRO):
- Visibility Audit: We started with a full ASO audit, pinpointing where the apps were losing visibility against competitors.
- Conversion Tests (CRO): This was a major focus. We developed A/B tests to figure out which icons and screenshots actually convinced users to download. The goal was simple: get more installs from the same number of visitors.
- Metadata Fixes: We overhauled titles, subtitles, and keyword lists to immediately boost the apps’ organic search rankings.
- Structuring Paid Acquisition (Apple Search Ads – ASA):
- Campaign Overhaul: We restructured the existing ASA campaigns from the ground up, moving them from a chaotic structure to a highly organized one.
- Playbook Creation: We created a standardized ASA playbook, giving Infoplaza the power to manage their paid spend with total control and transparency, and use the campaigns to validate the effectiveness of new keywords.
- Aligning the Teams:
- Synergy Workshop: We held a workshop to connect the ASO (organic) and ASA (paid) strategies. This allowed the team to use the performance data from paid ads to confirm which keywords should be permanently integrated into the organic listing, creating a powerful, self-feeding growth loop.
- Structured Reporting: We established clear collaboration points and a reliable reporting structure to keep everyone focused on the defined growth targets.
The Impact: Results and Uplift
The structured effort quickly yielded massive increases in organic performance across both apps, proving the effectiveness of the targeted ASO and CRO strategies.
Weeronline: Significant Growth
The optimization strategy for Weeronline delivered a 40% total uplift in organic performance, driven by strong, platform-specific results:
- iOS Success: Weeronline saw a remarkable 64% uplift on the Apple App Store, resulting from improved ASO visibility and high-performing Conversion Rate Optimization (CRO) tests.
- Google Play: Growth efforts resulted in a solid 17% uplift on the Google Play Store.
Buienalarm: Rapid iOS Acceleration
Buienalarm experienced dramatic success in the initial phase of the collaboration, achieving a strong overall gain despite varied platform performance:
- Overall Growth: The app saw a 39% total uplift in organic performance.
- iOS Acceleration: The app achieved a staggering 73% uplift on the Apple App Store in just the first three months of collaboration.
- Visibility Gains: Separately, the efforts resulted in a +22% increase in the Visibility Score and the addition of 59 new ranked keywords, building a stronger long-term organic presence.
Ongoing ASO effort & Impact on keyword rankings
Strategic Effect
- The ASA campaigns are now fully structured and transparent, giving the team the control they need to optimize their paid spend effectively.
- A clear, repeatable growth process is now in place, ensuring that future marketing decisions are data-driven and targeted.
Key Takeaways & What’s Next
The collaboration demonstrated that putting a consistent growth framework in place and ensuring team alignment are the quickest ways to see massive performance uplift.
Moving forward, the focus remains on continuous optimization:
- Maintain Momentum: The successful ASO and CRO strategies need to continue. We recommend expanding A/B testing to include all creative assets, like screenshots and video previews.
- Plan for Seasons: It’s crucial to continuously tweak the app store listing to capture high-intent seasonal keywords, ensuring the apps are perfectly positioned for peak usage times like the upcoming winter season.
Get in touch with us through the contact form. We will get back to you on how Wuzzon can help you reach your goals.
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