Why medium: Optimising a high-volume Google Play listing requires careful iteration, controlled testing and messaging discipline to avoid impacting conversion at scale.
About the Brand
Me+ Lifestyle Routine is an Android app by ENERJOY PTE. LTD. focused on helping users establish healthy daily habits and routines. The listing positions the product as a daily routine planner and self-care schedule, aimed at people who want consistent structure for actions such as morning exercise routines or tidying. The app leans into behaviour change through repetition (“we are what we repeatedly do”) and presents itself as accessible, everyday life coaching for a “perfect routine”. With a large Android user base (10M+ downloads) and in‑app purchases, the business model is freemium, relying on store conversion and retention to drive upgrades.
The Challenge
The Play Store listing needed clearer, more scannable messaging for what the app does and who it is for. The long-form description mixed philosophy with features, which can reduce discoverability for high-intent searches (routine planner, habits, self-care schedule). With a substantial review volume and broad appeal, small changes to listing structure, visuals and release notes can materially affect conversion, but changes need to be controlled to avoid regressions. The absence of visible, consistent keyword structure and benefit-led sections also made it harder to sustain ASO improvements over time.
Our Solution
- Restructured Google Play long description into feature-led, keyword-informed sections
- Refined short description and first three lines to clarify primary use cases
- Created a repeatable ASO checklist for updates, metadata and visual assets
- Defined an experimentation plan for store listing changes and conversion tracking
- Standardised release notes to improve transparency and reduce update friction
- Reviewed ratings and review themes to align copy with real user expectations
Improved store-page clarity, with more consistent messaging across key sections
Higher-quality organic visibility for routine, habit and self-care related queries over subsequent iterations
More predictable listing-update cycles, reducing risk of conversion drops after metadata changes
Screens from the build
