[E-book] ASO Case Study: Wallapop [E-book] Wallapop Case Study | Seite 4

New Navigation Tabs for Better Discovery About Wallapop Wallapop is a mobile virtual flea market/classifieds app where users can buy and sell used items in their area. It is the leader in the Spanish C2C mobile, ecommerce industry and recently merged with LetGo to penetrate the U.S market. Challenge Optimize App Install Conversion Rates for Two Audiences in One Store For a marketplace company like Wallapop, growth means optimizing for two audiences that feed upon one another. More specifically, Wallapop cannot grow buyers without growing the inventory, they cannot grow the inventory without growing sellers, and they cannot grow sellers without growing buyers. Since there is only one app store that both buyers and sellers (with their varying needs) land on, Wallapop needs to convey the best messaging that will optimize conversion rates for both audiences. Background Knowledge Understanding User Behavior Everyone lands on the same App Store Product Page regardless of how they got there (e.g. organic traffic, cross promotion, and paid traffic). However, users behave differently before deciding to install or leave a Product Page. One of the major takeaways we have gained from analyzing how more than 500 million users behave on the App Store and Google Play, is that we can classify users into two distinct groups based off their behavior patterns. [email protected] 3