Reframe · B2C · app for drinking less
Use your store title for your brand message, not search keywords
Unknownaso
What they did
Reframe's store name ('Drink Less and Thrive') leads with brand and mission rather than keyword optimization; the guest says the 'Thrive' keyword is not useful for search and that they never treated ASO as a main lever.
“the Thrive and Thrive keyword and stuff is not very useful for uh for this”
“we took the brand approach”
Related topics
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More from this episode
- Reframe: Partner with online groups already serving your users, with a discount and revenue shareFirst couple thousand subscribers came from this; channel has since got crowded
- Reframe: Post about your app on Reddit and other forumsDidn't get much traction; details not given
- Reframe: Offer your health app to treatment centres to hand to their patientsCentres were excited at first, then shelved it when the pandemic hit
- Reframe: Reposition from quitting to cutting back, a need no one else servedThe first major growth catalyst; unlocked other channels and more funding
- Reframe: Launch under a name that tells your first users exactly what it doesFounder says it won the first cohort; renamed later because it wouldn't scale
- Reframe: Raise money to buy users once each user brings in friendsFounder says organic referrals were already flowing; no spend or return numbers
- Reframe: Interview 10-15% of your early users and answer every message yourself500+ interviews; learned users were spreading it by word of mouth
- Reframe: Start users on one core feature, then add new tools over the following weeksUsers disliked the full toolkit up front; gradual rollout got tools used
- Reframe: Build your program with university researchers and say so in the appFounder says it shaped the toolkit; no numbers
- Reframe: Raise your priceConversion went up slightly instead of dropping
- Reframe: Test prices with big jumps, not small stepsA two-thirds price cut got users but less engagement; original price worked best
- Reframe: Launch sister apps for other parts of your missionTeam was too small to support them at the time
- Build a strong iPad version, where ASO is easier$1.4M of a client's ~$2M yearly revenue came from iPad
- Charge a subscription for a simple flashcard-style appDidn't work; host suggests a lifetime offer or per-deck unlocks instead
- Test lower prices in countries where you rank well but get few downloadsStarting to see more traction in the Netherlands; no numbers yet
- A/B test a new app iconNew icon is winning; no numbers given
- Pick 6-10 keywords and rotate through them to see which ranks