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Driving Meaning and Momentum from first App Store Impression

We worked with Tank to create an ASO strategy rooted in real user insight: language that speaks to burnout in the moment it’s felt, and features that promise immediate relief.

“Matt has a deep understanding of the customer journey. He's able to identify and capitalise on key growth opportunities. He's a master of leveraging data to inform his decisions, and he's able to develop and execute effective marketing campaigns that deliver measurable results.”

Elaine Lee, Head of Product

“The GFP team was super-responsive to our shift in focus and turned around really thorough, research-backed ASO assets in a tight timeframe. 


They've taken us from zero to a much more professional presence on the app stores, and been a pleasure to work with along the way.”

- Helen Lawson Williams - Co-Founder of TANK

Client

TANK

Year

2025

Background

TANK is a burnout recovery and wellbeing app,   designed to help high-performing individuals balance productivity with emotional recovery.


With early traction but low App Store visibility and poor conversion from impressions to downloads, the team partnered with Growth For Purpose to overhaul their ASO and value positioning — focusing on emotion-led copy, psychology-informed structure, and a keyword strategy that reflected the lived experience of burnout.


Key Goals

  • Improve App Store visibility across high-intent keywords (burnout, stress, recovery, productivity).
  • Increase conversion rates by making emotional value clearer in the first 5 seconds.
  • Build a messaging system that aligned with user psychology, not just features.


Our Role


We implemented Keyword & Metadata Optimisation, Psychologically Anchored Messaging Structure, Long Description Rewrite (iOS + Android) as well as Creative Recommendations to optimise the ASO strategy to drive momentum.

HIGHLIGHTS

Creative Conversion Optimisation & Insight Gathering

Goal:  Redesign App Store screenshots to maximise first-impression impact, swipe-through rate, and conversion — using psychologically resonant storytelling.


Why It Matters:

Burned-out users often experience cognitive fatigue, decision paralysis, and mistrust in “self-optimisation” tools. The screenshots need to lower resistance, build trust instantly, and guide attention through an emotionally engaging narrative.

Psychology Principles

Validation + Trust Building

Users' feelings are validated from the beginning with the founder's shared experiences and story builds trust and creates that personal connection between them and the platform.


e.g - You took a vulnerable step toward support, clarity, and calm

Personalisation with AI

Information uploaded by the user has been summarised into key information about the child and next steps through AI. Creates actionable steps for the user and reduces cognitive load.


This continues to build trust and emotional connection previous established in the prior content.

CREATIVE RECOMMENDATIONS

App Store & Play Store Thematic Multivariate Testing

We ran thematic multivariate tests across App Store and Play Store assets—experimenting with different value propositions, visual styles, and emotional framings to uncover what truly resonates.


By testing combinations of copy, imagery, and design, we identified the highest-converting themes for different audience segments.


This approach helped us not only optimise for installs, but also strengthen alignment between in-store messaging and in-app experience—building trust, clarity, and user motivation from the very first touchpoint.

Variant A: Science Focus

Objective:  Position TANK as the go-to burnout recovery app grounded in science by optimizing app store assets to highlight its evidence-based methods, psychological principles, and measurable outcomes—driving organic growth through credibility, clarity, and trust.

Variant B: Emotional Rescue & Empathy

Objective:  Drive organic growth by positioning TANK as a safe, supportive space for people experiencing burnout—using emotionally resonant language, soothing visuals, and empathetic messaging across app store assets to create instant emotional connection, build trust, and encourage downloads.

Variant C: Features Focus

Objective: Increase installs by showcasing TANK’s unique burnout recovery tools—such as nervous system check-ins, daily refuel plans, and science-backed recovery rituals—through keyword-rich metadata, clear feature-led visuals, and concise benefit-driven copy that communicates what users can do inside the app.

Variant D: Social Proofing

Objective: Boost conversions by using social proof to build trust and credibility—highlighting user testimonials, expert endorsements, community impact, and usage metrics across app store metadata and creative assets to signal that TANK is trusted, loved, and effective.

App Sentiment & Feedback Management Strategy

Goal:  Improve App Store credibility and ranking by boosting 5-star review volume and quality feedback.


Why It Matters:

App Store algorithms heavily favour apps with frequent, recent, and high-rating reviews. Beyond visibility, social proof is a key decision driver for emotionally fatigued users — they want validation that this app works for people like them.

What We Did:

Best Practice Tactics:

Listing Audit & Competitor Analysis

Psychology Principles

Validation + Trust Building

Users' feelings are validated from the beginning with the founder's shared experiences and story builds trust and creates that personal connection between them and the platform.


e.g - You took a vulnerable step toward support, clarity, and calm

Personalisation with AI

Information uploaded by the user has been summarised into key information about the child and next steps through AI. Creates actionable steps for the user and reduces cognitive load.


This continues to build trust and emotional connection previous established in the prior content.

App Keyword Research & Discoverability Optimisation

Goal: Increase visibility in search results and category rankings through psychology-driven keyword planning.


Why It Matters:

Burnt-out users don’t search using clinical terms — they use emotional language, situational pain points, and identity-based phrases. Traditional SEO tools miss this nuance. We aimed to decode how real users talk about burnout in the wild.

What We Did:

Best Practice Tactics:

Keyword Research:

OUTCOMES

What We Delivered

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