Medium
App store optimization (ASO)
App screenshots were non-persuasive, copy wasn’t optimized for keyword rankability, important product updates went unmentioned, brand elements were outdated, little emphasis was placed on the benefits of Medium’s paid subscription, and we were missing opportunities to drive more impressions, page views, and conversions by not experimenting with product page optimizations (A/B tests, variants, etc.), in-app events, category testing, or promotional offers for specific audience cohorts (churned users, monthly subscribers, etc.).
Starting from scratch, I designed new screenshots to more clearly communicate Medium’s most persuasive value props, and drafted new copy using a friendlier tone of voice to establish a more human connection.
Like our app screenshots, product page copy was outdated, perfuctory, and non-persuasive.
Again starting from a blank page, I drafted new copy touting Medium’s key value props with an emphasis on functionality (keyword optimization), legibility (concise, scannable information), and delight (human tone of voice).
Again starting from a blank page, I drafted new copy touting Medium’s key value props with an emphasis on functionality (keyword optimization), legibility (concise, scannable information), and delight (human tone of voice).
We also launched our first in-app events to give Medium a presence on new surfaces in the App Store and Play Store and increase the potential for new users to discover the app organically. These events generated a monthly surplus of 300k app impressions.
- +13% app impressions
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+15% product page views
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+9% total downloads
- +25% conversion rate