Case Study: Touchpix

We partnered with Touchpix to lead global ASO strategy across key markets (US, Spain, Brazil), focused on increasing visibility, improving conversion, and driving more efficient user acquisition.

Scope

• Full ASO audit and strategy development
• Ongoing metadata optimization (iOS & Google Play)
• Conversion rate optimization (store listings & creatives)
• Localization across priority markets
• Seasonal in-app event strategy aligned with peak demand
• Apple Search Ads (ASA) strategy and management to support ASO

What We Did

• Scaled high-intent visibility
• Expanded keyword coverage and improved rankings across competitive, high-value search terms
• Improved conversion efficiency
• Optimized screenshots, messaging, and product page experience to better convert traffic
• Unlocked high-performing markets
• Leveraged localization to drive stronger performance in LATAM markets
• Integrated ASO with Apple Search Ads (ASA)
• Used paid search insights to identify high-intent keywords, reinforce organic strategy, and improve overall acquisition efficiency
• Executed seasonal growth strategy
• Launched timely in-app events (Halloween, Holiday, etc.) to capture peak demand and boost discoverability

Impact

• +16% increase in App Store conversion rate through continuous listing optimization
• ~50% growth in overall keyword visibility across iOS during the engagement
• Top 5 rankings grew 53% (15→23 keywords), Top 10 expanded 94% (18→35 keywords), and Top 100 nearly doubled (+95%, 48→94 keywords)
• LATAM markets delivering 2–3x higher conversion efficiency vs. English-speaking markets

Outcome

Touchpix evolved from a volume-driven acquisition model into a high-efficiency, conversion-led growth engine, with ASO and ASA working together as core levers for scalable, high-quality user acquisition across global markets.

We partnered with Touchpix to improve early user experience, increase activation and conversion, and implement lifecycle marketing systems to better engage and retain users.

Scope

• First-Time User Experience (FTUE) & onboarding audit
• Conversion-focused product recommendations
• Event taxonomy and segmentation strategy
• Lifecycle marketing strategy
• OneSignal setup and journey implementation
• Seasonal campaign planning and execution

What We Did

1. FTUE & Onboarding Optimization

• Conducted a comprehensive audit of the onboarding and first-time user experience to identify opportunities to improve clarity, guidance, and conversion flow
• Aligned the experience with best-in-class onboarding principles, including:
  • Clear user direction and step-by-step progression
  • Stronger communication of core value early in the journey
  • Simplified decision-making to reduce friction
  • More cohesive transitions between app and web
• Delivered a refined onboarding framework designed to:
  • Guide users more intuitively toward key activation moments
  • Better highlight free trial and subscription value
  • Prioritize high-impact actions earlier in the journey
  • Create a more structured path from first open to conversion

2. Conversion & Funnel Improvements

• Analyzed onboarding and subscription flows to identify opportunities to improve progression and conversion
• Recommended enhancements to:
  • Better sequence key prompts and user actions
  • Strengthen guidance through the funnel
  • Reinforce next steps post-interaction and post-purchase
• Focused on creating a more intentional, guided user journey to support higher activation and subscription rates

3. Lifecycle Marketing Infrastructure (OneSignal)

• Supported implementation of OneSignal as the lifecycle marketing engine
• Established foundational segmentation and event tracking
• Built core user journeys across:
  • New users (non-converted)
  • Active users
  • Inactive / churn-risk users

4. Lifecycle Campaigns & Journeys

• Designed and launched automated lifecycle flows tied to key user moments:
  • Onboarding follow-ups
  • Conversion nudges
  • Re-engagement campaigns
• Introduced multi-touch messaging strategy:
  • Immediate triggers + delayed follow-ups
  • Messaging tailored to user behavior and lifecycle stage
• Example: Cyber Monday campaign demonstrated incremental conversions driven by multi-day push engagement

Impact

• Established a scalable lifecycle marketing system from the ground up (OneSignal, segmentation, automated journeys)
• Improved activation and conversion opportunities post-install through a more structured onboarding approach
• Drove incremental revenue through lifecycle campaigns, including multi-touch push strategies
• Increased user engagement and reactivation through targeted messaging
• Enabled consistent growth through seasonal, demand-driven campaigns

Outcome

Touchpix evolved into a more structured, conversion-oriented product and lifecycle system, where onboarding, messaging, and seasonal campaigns work together to drive sustained user engagement and revenue growth.

Delivered a full-funnel paid acquisition program across Meta, Google UAC (Android), and Apple Search Ads (ASA), supported by strong creative execution and measurement infrastructure.

Paid Media Strategy & Execution

• Managed and optimized campaigns across Meta, Google UAC, and ASA with a focus on scalable, high-quality user acquisition
• Built structured campaign frameworks, audience strategies, and ongoing optimization loops to improve efficiency and volume
• Continuously tested and iterated on:
  • Audiences (interest vs. LAL)
  • Creative formats and messaging
  • Budget allocation and scaling strategies
• Early learnings showed strong engagement from niche/professional audiences, with performance stabilizing as campaigns matured

Creative Strategy & UGC Production

• Led UGC briefing, scripting, and production aligned with event-tech use cases and seasonal demand
• Developed creatives tailored to key personas and use cases (events, activations, professional setups)
• Performance highlights:
  • Strong hook rates (~35%) and solid engagement/hold rates
  • Continuous creative refresh cycles to maintain performance and avoid fatigue
• Aligned creative direction closely with product value props and seasonal moments (e.g., holidays, events)

Attribution & Measurement Infrastructure

• Supported setup and refinement of Singular attribution and event schema
• Advised on:
  • Purchase event tracking and revenue attribution
  • SKAN configuration and Meta integration (ATE/ATT alignment)
  • Event prioritization for campaign optimization
• Helped improve visibility into performance and laid the groundwork for more accurate ROAS measurement

Apple Search Ads (ASA) & Android (Google UAC)

• Conducted a full audit and restructuring of ASA campaigns at the start of engagement
• Identified inefficiencies (initial CPTs ~€12) and implemented:
  • Campaign segmentation (brand, competitor, generic)
  • Bid optimization and keyword expansion
  • Query mining and negative keyword refinement
• Result:
  • CPA improved from ~$8 to ~$4 within weeks
  • Established ASA as a high-intent, cost-efficient acquisition channel
• On Android:
  • Managed Google UAC campaigns as part of the broader media mix
  • Ensured consistency across platforms in:
    • Creative strategy
    • Messaging
    • Funnel optimization

Impact

• Improved acquisition efficiency across channels through continuous optimization and creative iteration
• Increased conversion rates through CPP strategy and store alignment
• Established a scalable, multi-channel acquisition system combining:
  • Meta for scale
  • ASA for high-intent demand capture
  • Android (UAC) for incremental growth
• Built a strong creative and measurement foundation to support ongoing growth and revenue optimization