GROWTH & MONETIZATION — APP STORE POSITIONING
CASE STUDY
Savvi — Aligning acquisition intent with App Store positioning
How a misalignment between campaigns and the App Store was slowing growth.
Role:
Growth Designer
Monetization & Growth
UA × Product Alignment
Savvi is an AI app combining a conversational chatbot with image generation tools. While reviewing performance across our app portfolio, I noticed something unusual:
Savvi had one of the highest CTRs in paid campaigns — but one of the lowest conversion-to-install rates.
Traffic wasn’t the problem. Conversion was.
I led the investigation and redesign of the App Store narrative to resolve the disconnect.
BEFORE
Conversion to Install
28.85%
AFTER
Conversion to Install
37.10%
The issue wasn’t the product, It was positioning.
Instead of redesigning features, we restructured how the product was introduced in the store:
01
Prioritized image generation in the first screenshots
02
Showed outputs before interfaces
03
Matched visual language to acquisition creatives
04
Repositioned the chatbot as a complementary feature
The goal was simple: Reduce expectation friction.
Redesign focused on clarity and intent alignment.
Before
Old screenshots
Chat interface as hero
Feature explanation first
Low visual impact
After
New screenshots
Image results as the first visual
Clear use cases
Strong visual hierarchy
Messaging aligned with campaign themes
We didn’t change the product, we changed what users saw first.
+29%
Increase in CTI
-29.7%
Decrease in CPI
Making the value clear
After launching the new screenshot set:
Conversion-to-install increased significantly
Cost per install improved
Campaign efficiency increased without changing creatives
We didn’t optimize acquisition, we optimized coherence across the funnel.
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