App growth consultancy Yodel Mobile by NP Digital has been appointed by Blacklane, the global chauffeur service, to accelerate the expansion and optimisation of its mobile app.
Web to app
Leveraging a strong existing relationship, Blacklane has appointed Yodel Mobile to shift its primary acquisition focus from web to app across the US and other international markets.
Yodel Mobile will execute an app store optimisation (ASO) roadmap to revitalise metadata and rankings, delivering ASO audits, monthly optimisations, and a creative strategy using product page optimisations (PPOs) and custom product pages (CPPs).
“Our app is an integral pillar of Blacklane’s growth strategy,” said Jason Runyan, Director of Performance Marketing at Blacklane.
“Partnering with Yodel Mobile brings us specialist ASO expertise that will deepen our presence on Apple and Google Play, improve conversion rates and ultimately support our drive to nurture more new guests through an important organic App channel.”
A core objective is to leverage in-app events (IAEs) to boost visibility during major global milestones, such as global sporting tournament finals, races and milestone events, alongside ongoing service enhancements.
The strategy also includes “Super Geo Localisation” to ensure the app resonates in both emerging and established markets.
Rishan Weerakoon, Strategy Growth Director at Yodel Mobile, said: “Blacklane has spent fifteen years making premium travel frictionless, and they’ve earned every bit of that reputation.
“As the chauffeur vertical grows in scale, a robust mobile strategy is essential.
“Our data-led ASO and creative strategies will help Blacklane continue to dominate this category and reach its ambitious growth targets.”
By integrating ASO learnings into paid acquisition and utilising A/B testing, this collaboration aims to ensure Blacklane’s digital tools are set to deliver best-in-class service to a global audience.