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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.

Platform Highlights
  • Unified CRM Centralized dashboard to manage client interactions and data.
  • Marketing Automation Automated email and SMS campaigns to nurture leads.
  • Pipeline Tracking Visual boards to easily track deals and conversion stages.
  • Payment Integration Seamless invoicing and payment processing for small businesses.
  • B2B Scalability Built to handle complex workflows for rapidly growing agencies.
Keap Challenge
The 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 The overall product experience was outdated, with inconsistent design elements, sluggish performance, and an unstructured navigation flow that left users confused and frustrated.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.

Platform Highlights & 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 Architecture

Rebuilt the app using a scalable, modular codebase using Flutter and Node.js to support cross-platform deployment and faster updates.

Performance & Syncing

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

Transforming Keap from a struggling CRM to a high-performing product through comprehensive product redesign and strategic growth engineering.

180%

Increase in app installs & churn reduction

328%

Increase in ARPU in four months

25.1%

Uplift in App Store conversion

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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