Background
Corporate Travel Management (CTM) is one of the world's largest corporate travel platforms, with offices across Australia, North America, Europe and Asia. Their traveller mobile app supports thousands of business travellers daily — booking, itinerary management, alerts and disruption recovery.
CTM came to App Media to lift mobile-app-driven traveller engagement and increase the share of bookings flowing through the mobile app rather than desktop or call-centre channels.
The challenge
Three things were happening at once:
- App Store visibility was below where it should have been for an enterprise of CTM's scale — keyword rankings on "corporate travel" and category-defining terms were not where they needed to be.
- Conversion rate from App Store impression to install was below the category benchmark. The listing assets and copy weren't doing the work they could.
- Organic install velocity was largely flat, despite material brand equity and an active corporate user base.
What we did
A scoped engagement across two phases:
Phase 1 — ASO foundation (6 weeks):
- Full keyword research and competitive landscape mapping across "corporate travel", "business travel" and category-adjacent terms.
- New title, subtitle, keyword set and short/long descriptions (iOS) and descriptions (Android) optimised for ranking and conversion.
- New screenshot suite emphasising the use cases CTM travellers actually open the app for: itinerary, alerts, booking changes, on-trip support.
- App Store creative testing via product page optimisation and Google Play Store experiments.
Phase 2 — ongoing optimisation (quarterly cadence):
- Quarterly keyword refresh and ranking review.
- Continuous creative iteration on screenshots and previews.
- Apple Search Ads campaigns layered on top to capture high-intent corporate travel searches.
Results
- App Store impressions up 220% within 90 days of the new metadata going live.
- Install conversion rate up 38% off the new screenshot suite and refined copy.
- Organic install volume up 190% as the combined ranking + conversion gains compounded.
CTM continues to work with App Media on quarterly ASO refreshes and Apple Search Ads optimisation.