Rebuilding Joy Loyalty’s App Store listing
A listing gets seconds, so I rebuilt Joy Loyalty’s around the words merchants search and the proof they need to see.
Industry
SaaS / E-commerce
Scope of work
Growth
Challenge
The Shopify App Store gives a loyalty app the room of a shelf tag. Title, thumbnail, star rating, maybe two lines of description, then they keep scrolling.
Joy Loyalty holds a 4.9 rating on the Shopify App Store from merchants who got as far as installing it. Getting them that far was the listing’s job, and the listing wasn’t doing it. The screenshots were interface captures, useless to a merchant trying to picture the app in their own store. The description read like an internal spec sheet.
Approach
Merchants don’t search for product names in this category. They search for the problem.
I built the keyword set from that vocabulary, phrases like repeat purchases or rewards program, then checked it against how competing apps positioned themselves. The copy still had to read like copy. Screenshots needed more work than words. I replaced the interface captures with a sequence showing the app running in a store like theirs. I worked on the assumption that merchants stop swiping after the second image, so the first two frames had to carry the pitch.
Outcome
Installs x2. Install rate +5%.
Keywords put the listing in front of more merchants. My read is the images closed them, though nothing in the data splits it that way. Rewriting a description takes an afternoon. Reshooting a gallery takes a week.
