Personal Capital is a remote-delivery, industry-leading digital wealth management company based in California. Personal Capital’s mission is to transform financial lives through technology and people. Its tools and technology provide investors with a complete financial picture.
Among its tools & technology, Personal Capital Investing and Finance App is a smart way to track and manage personal finance in one place—bank accounts, stocks, retirement funds, and investments. It isn’t just a portfolio tracker, it is a professional-grade tech to help take control of your finances.
The Challenge
Personal Capital’s marketing team was fully aware of the importance of App Store Optimization (ASO) and its impact on mobile growth when they first approached Healing.
While they tried to run in-house ASO efforts to a certain extent, they did not have the bandwidth or the mechanisms in place to systematically roll out keyword optimizations or creative A/B tests. Hence, Personal Capital turned to Healing with one ultimate goal in mind: Grow installs coming from organic search.
As the Healing team, we had to address 2 challenges to set Personal Capital for success and deliver the desired outcome:
1) Understand and quantify Personal Capital’s keyword visibility in the App Store and Google Play Store.
2) Maximize Personal Capital’s keyword visibility in both stores.
The Solution
Healing’s ASO service and systematic approach were a perfect match for Personal Capital’s aforementioned challenges, which we started tackling with actionable steps custom-tailored towards Personal Capital’s goal.
1. Keyword Research:
We performed very comprehensive keyword research to quantify Personal Capital’s existing
keyword visibility so that we could use it as a benchmark to build on top of it. We scanned
every keyword that Personal Capital and its competitors rank for and compiled a large pool
of keywords by adding the ones above certain relevance and search score thresholds. When we
were done, we had 3,407 keywords in our keyword pool. This gave us a very good understanding
of the ASO landscape that Personal Capital is competing in and where it stands.
2. Reporting Setup:
We set up ASO KPI reporting for Personal Capital on our proprietary ASO dashboard, Metrikal
(metrikal.io). This allowed us to measure and quantify every single optimization we rolled
out, as well as to monitor all ASO-related KPIs on a weekly basis to make sure we made an
impact on what matters: installs.
3. On-going Textual Optimizations:
Once we had a good understanding of our benchmark and had proper tracking and reporting in
place, we started rolling out keyword optimizations to Personal Capital’s store listing page
metadata every 2 weeks. Our goal was to maximize the total number of high search score and
high-relevance keywords we ranked for.
