Web application for user acquisition through Search Engine Optimization

Abstract

The project this theses is based upon aims to develop a web application in order to study how one can utilize it to acquire new users to a mobile application. This problem can further be divided into two main areas of investigation. First of all, how to maximize the incoming traffic to the web application by optimizing the visibility online. Secondly, how to convert visitors into users of the mobile application. In order to evaluate this in practice, the development of the web application was done in close collaboration with Forza Football, a company that provides world wide live coverage and statistics of football leagues with over 2 million monthly mobile application users. Techniques in the fields of User Acquisition and Search Engine Optimization were implemented to examine the effectiveness of the strategies researched. Tracking the difference in incoming traffic and user interactions showed that one of the most important additions to the application was the introduction of keywords and meta descriptions. Factors such as page loading speed, quality content and engaging design proved to be successful for both page views and bounce rate. Even though the deployed application was in an early stage when the results were measured, the visitors that did visit were from all around the world and had a sport interest which indicates that the right type of users were attracted. The results showed that a web application that acquires users to a mobile application is a promising strategy for a company to grow.