Our approach.

Our App Store Optimization (ASO) and Creative Design Service (CDS) teams operated in harmony to get Chegg results. The CDS team used their process of “test, iterate, repeat,” to find out what converted users, and ASO fined-tuned Chegg’s organic efforts for maximum effectiveness. 

Firstly, CDS researched successful apps on the Apple App Store and the Google Play Store and carried out a competitor analysis. The challenge? Find out which design elements appealed to students across all three localizations: the US, Turkey and Mexico. CDS then used brand assets to optimize visuals by ensuring that Chegg’s USPs were prevalent within the screenshots, especially just how easy it was for students to receive help via the apps UI.  

Copy iterations were written to embrace a playful, yet reassuring tone. Everything was A/B tested and the testing loop tracked the performance to produce a hypothesis planner for each iteration – uncovering varying user behaviour across countries and stores. 

In-app events were used to test visuals; helping the team understand what coverts without having to fully commit to new designs. They also provided a way of targeting seasonal events. Within illustrations on these screenshots, ASO targeted generic terms, meaning they could track results and give feedback.  

The ASO team fine-tuned adding additional languages and targeting keywords across three localizations. One of the major changes to the copy was accurate translations and making the metadata fully localized. Some of Chegg’s main competitors had not properly translated their copy, giving Chegg an advantage and big visibility boost.  

The results.

All-in-all, our creative success would not have been possible without input from ASO, and the numbers reflect this. With results in every country and positive numbers in the US for Android, Chegg racked up an incredible 700,000 impressions. 

In the US specifically, first-time downloads for iOS increased by 19% from Q4 of 2021 to Q4 of 2022. Visibility was up by 17% for iOS and 10% for Android, since the engagement’s start. Chegg for Android saw growth with their first screenshot A/B experiment and video vs no video experiment. These produced 2.6% and 3.7% increases in conversion rate, respectively. 

Success was global, with Mexico seeing a 27% increase in conversion rate from our iOS screenshot experiment and a 58% rise in visibility for iOS, since the start of the engagement. Furthermore, Chegg’s results from the screenshot experiment for Android in Turkey, garnered an 8.2% increase in CR. 

But that’s not all. In-app events created 769,026 impressions and 19,226 new and re-downloads with our conservative conversion rate, saving Chegg $35,953 on paid acquisition (if they were to acquire these users via paid channels). 

By harnessing collaboration, our CDS and ASO teams made excellent visibility improvements, tracked in-app performance and optimized conversion rates for the Chegg app.