In 2019-2020, we were responsible for ASO/User Acquisition Optimization for search and traffic VIP cab apps in Kuwait.
Draewil, which started to provide a business class cab ordering service via mobile app in Kuwait, was founded in London in 2018. In early 2019, the app was launched in a fierce race for leadership with local competitors in Arab countries, including Uber's subsidiary Careem, and a number of local competitors such as Grand Limo. One has to understand local perceptions: the terms "taxi" and "cab" are considered "cheap," and there was no promotion for them, while "limo" and "limouisine" sound luxurious enough for the locals.
Social media and offline promotion (BTL) were handled by the Kuwait office team, while we at SoftwareLead provided:
1) Text ASO (app store optimization for the app’s meta information), optimizing the meta information of the mobile app for targeted search queries in the Apple App Store and Google Play, focusing on the specifics of an Arab country with mass use of both English and Arabic in the home;
2) Visual ASO, i.e., recommendations to optimize the visuals (icons and screenshots as well as product review videos) to increase conversions into downloads;
3) Paid User Acquisition, i.e., attracting users through paid channels such as Google Ads (formerly Adwords) and Apple Search Ads, which provided an influx of new users at launch and helped make inactive users return to the product.
As a result, the app climbed to the top of the target requests in both the Kuwaiti Google Play and the American App Store (yes, many people in Kuwait still have the American Store set up) and its Kuwaiti branch.
Of course, in the "Travel" category, too, the app was constantly at the top.
We would be happy to share our experience with ASO and effective app advertising in Arab countries.