Case Study: zooplus achieves higher-value user growth with YellowHead

Zooplus lifts retained valuable users by 11% with YellowHead

zooplus, a pet supplies retailer, faced the challenge of increasing its visibility and acquiring higher-quality users on app stores during peak seasonal periods. They partnered with the vendor YellowHead to implement a seasonal app icon optimization strategy as part of their ASO efforts to cut through the noise and connect with engaged pet owners.

YellowHead's solution was to develop and test festive app icons for specific markets, including a Christmas-themed icon for Germany and a winter-themed icon for the UK. The results were significant, with the UK variant driving an 11% increase in retained valuable users and an 8.95% lift in first-time downloads. This strategy attracted more engaged users who stayed and contributed to measurable revenue growth, leading zooplus to permanently integrate seasonal icons into their roadmap.

Zooplus