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Keap: Tripling ARPU and Doubling Installs Through Smarter ASO and Growth Strategy

Keap, a mobile CRM app designed for small businesses, was struggling with stagnant installs and high churn. WebAppDev stepped in to redesign the user experience, enhance app store visibility through ASO, optimize paid acquisition strategies, and streamline the onboarding funnel for better user retention.

  • Finance
  • ASO
  • Paid Campaign
Client Overview
Client Name: Keap
Industry: Health & Wellness
Timeline & Budget: ~6 months, under $5K

Keap is a mobile-first CRM designed to empower small business owners to manage customer relationships, tasks, notes, and communications — all in one place. Built to separate business and personal messages and streamline client management, Keap offers entrepreneurs and small teams the tools they need to stay organized and responsive, even on the go.

But to truly meet its vision, Keap needed more than just a marketing push. It needed a complete product transformation, starting from design and UX to backend scalability and frontend engagement.

Challenge
Strong Brand, Weak App Conversion

Keap’s legacy app faced multiple roadblocks that hindered its growth and user engagement. The overall product experience was outdated, with inconsistent design elements, sluggish performance, and an unstructured navigation flow that left users confused and frustrated. These usability issues contributed directly to high drop-off rates and low session engagement.

From a growth perspective, the app was failing to gain traction. Despite having a decent user base, install rates remained stagnant, churn hovered around 30%, and visibility in the App Store and Google Play was minimal. Compounding these issues was a poorly optimized onboarding experience that failed to align with user expectations. Many users dropped off before activating key features, leading to low conversion rates, missed revenue opportunities, and a leaky funnel that kept long-term business KPIs at risk.

Approach / Solution
Strategy
Design & Development
  • UI/UX Overhaul: Conducted user behavior audits and heatmapping to identify friction points. The new design emphasized minimalism, faster access to CRM tools, and a modular layout that supported future feature additions.
  • Modular Development Architecture: Rebuilt the app using a scalable, modular codebase using Flutter and Node.js to support cross-platform deployment and faster updates.
  • Performance & Syncing Optimization: Integrated real-time data syncing and caching systems to improve speed and reliability, especially for users managing large contact databases.
  • In-App Micro-Interactions: Integrated animations and feedback responses to improve engagement and task completion rates.
Marketing Execution
  • ASO & Visual Refresh: Updated App Store metadata, descriptions, visuals, and preview videos to reflect the new UI and feature set. Regular updates ensured alignment with search trends.
  • Paid UA Overhaul: Restructured Apple Search Ads, Google UAC, and Facebook campaigns using segmented audiences and high-intent keyword groups.
  • Funnel Optimization: Redefined onboarding screens to qualify users early, present value propositions faster, and improve trial-to-paid conversions.
Our Results
180%

Increase in app installs and churn reduction from 30% down to 25%.

328%

Increase in ARPU within just four months

25.1%

Uplift in App Store and Google Play conversion rates.

195%

Growth in monthly organic traffic.

We knew our app had potential, but it wasn’t delivering the results we needed. WebAppDev rebuilt it from the ground up - redesigning the UX to revamping our entire growth strategy, their team brought clarity, structure, and measurable impact. Within months, our installs surged, churn dropped, and our revenue more than tripled. Partnering with them was one of the best strategic decisions we’ve made.

Head of Product, Keap.

Final Thoughts

By blending world-class app design and development with a data-driven growth strategy, Keap turned a struggling CRM app into a high-performing mobile product. Through modern UI/UX, scalable backend architecture, optimized onboarding, and strategic marketing, Keap more than tripled its revenue per user and dramatically increased installs.

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