TotalErg

Mobile App Marketing

Project outline

Main activity
App Store Optimisation UX Improvement User Personas
Year
2017

The free app from TotalErg allows users to collect loyalty points when they buy petrol at TotalErg stations using the Box Più card.

It also has other useful features such as searching for the nearest petrol station or charging the ERG Mobile SIM.

The client’s aim was to increase visibility of the app in the app stores, to improve the UX / UI particularly in the onboarding process and to have a clearer idea of the main types of users of the app.

Main activity

In advance of the key tasks, an in-depth initial analysis was conducted specifically on the User Experience for the on boarding process, the advertising campaigns, the Customer Base of the app, reviews that had been received, management of those reviews and the app store card.

The main activity was then the constant optimisation of the app cards in the store (App Store Optimisation).

Another important activity was the generation of User Personas based on data from the Customer Base of the app.

Performance

Identification of six different User Personas
Approximately 400 reviews analysed
88 new reviews obtained in Google Play with an average star rating of 4.5 thanks to the inclusion of a review request system
1st position in the App Store for 12 relevant search queries
In the top three positions in the Google Play Store for six relevant search queries.

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