Poulpeo ASO Case Study: +10% Organic Installs and +200 Keyword Positions

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‍Results at a Glance

• ⁺10% organic installs (YoY)  
• >30% peak Android conversion rate  
• +10% uplift in iOS conversion rate
• +200 positions jump on key iOS keywords 
• +90 positions avg. gain for top 3 Android keywords

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About Poulpeo

One of France’s leading cashback platforms, empowering millions of e-commerce users to save money on their online purchases.

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Their Growth Challenge:

The brand faced three interconnected friction points:

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1. Declining Brand Keyword Visibility: High-intent search traffic for core branded terms began to decline.
2. Cross-Store Acquisition Drop: Both Android and iOS stores experienced a significant and simultaneous drop in raw installs, revealing that the existing store metadata was failing to capture changing search behaviours.
3. Downward Engagement Trends: A direct consequence of capturing lower-intent users was a noticeable drop in post-install engagement, highlighting an immediate need to re-align app store landing pages with the actual product value proposition.

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Our Solution

We deployed a comprehensive App Store Optimisation (ASO) overhaul across iOS and Android to maximise visibility and increase conversion rates.

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1. Improvement in visibility & metadata:

Conducted rigorous keyword performance and competitive analyses to identify high-value search terms with the highest growth potential.

And then overhauled the core app metadata, titles, and descriptions to integrate relevant high traffic keywords to maximise visibility across both stores.

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2. Creative Conversion Optimisation

Established a continuous creative optimisation loop to test layout variables, colour palettes, and benefit-first messaging hierarchies.

Developed high-conversion screenshots and tailored Custom Product Pages on iOS, mapped to specific high-intent keyword clusters, ensuring a seamless user journey from search to install.

Our Results:

App Store (iOS) Performance

• Organic visbility: A critical new Top 2 keyword jumped an unprecedented +200 positions in the search rankings.
• Conversion uplift: Creative testing loops and hyper-targeted Custom Product Pages (CPPs) secured a +10% absolute uplift in the baseline conversion rate.

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Google Play (Android) Performance

• Installs: Secured +10% increase in organic installs year-over-year
• Keyword velocity: Newly targeted Top 3 high-intent keywords surged by an average of +90 positions.
• Storefront optimisation: Conversion rates peaked above 30% following the deployment of brand-aligned, high-trust assets.

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The Strategic Takeaway:

Scalebay’s optimisations proved a clear, compounding positive impact on high-potential keywords across both stores. By pairing metadata optimisation with trust-driven creative visuals, Poulpeo completely halted its download decline and re-established its position as France's premier cashback platform

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