increase in total app revenue.
increase in new users to the app.
growth in app transaction volume.
ranking in the lifestyle category on the App Store.
With over 320 stores across the UK and Ireland, B&Q boasts a robust online platform, including DIY.com and the B&Q app, alongside their TradePoint offering for the Irish market.
We needed to integrate App Store Optimization (ASO) with SEO tactics, leveraging Google Natural Language processing to enhanced app discoverability. Additionally, we needed to strategically aligned content with seasonal trends to maximize visibility and boost conversion rates within the app stores.
Our approach to enhancing B&Q’s app performance began with a focus on keyword optimization. We identified key ‘Ready-to-Buy’ high-value keyword buckets, hypothesizing that these would be pivotal in driving traffic to the app. We then looked into the potential of incorporating high-selling product names into our strategy, understanding that these could significantly boost visibility in a competitive market.
The core of our strategy involved an innovative intersection between ASO and SEO. This was a subversive move, aimed at not only enhancing app visibility but also impacting web search results. We fine-tuned app listings for web search indexing, strategically inserting download CTAs in our metadata.
To authenticate optimization for the Google algorithm, we turned to Google’s Natural Language (GNL) API to reverse-engineer the Play Store algorithm and increase our metadata confidence score. This further affirmed our indexing power for relevant keywords, resulting in a significant rise in rankings and visibility score.
Seasonality also played a crucial role in our strategy. For Valentine’s Day, we incorporated specific keywords like “Valentine gifts” and “Valentines” into our metadata. This was supported by creative assets, including Valentine’s Day-themed screenshots and icon refreshes, which doubled the installs for this period year-on-year.
When the gardening season commenced, we launched a captivating ‘Gardener of the Year’ competition as an In-app Event (IAE), which further engaged the app’s user base and contributed to the overall success.
Our integrated SEO and ASO strategy delivered transformative results for B&Q’s mobile app performance. By aligning on- and off-store optimization efforts, we achieved a remarkable 548% increase in new user acquisition, alongside a 37% uplift in transaction volume. These efforts not only drove meaningful engagement and revenue but also propelled the app to the #1 position in the App Store’s Lifestyle category, solidifying its leadership within the competitive home improvement space.
“Yodel Mobile’s app growth team has been instrumental in scaling our app beyond expectations. Their innovative strategies and commitment to delivering results have solidified our partnership and made a significant impact on our business.”
We bridge the gap between brands and their audiences, delivering hyper-personalized, data-driven experiences across every digital touchpoint. Fueled by insights, powered by strategy, and obsessed with impact—we don’t just reach customers, we resonate. We turn engagement into growth and interactions into lasting connections.
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