App Store Spotlight - Memrise

April 5th, 2022

App Store Spotlight - Memrise
David Bell

by David Bell

CEO at Gummicube, Inc.

Parlez-vous-français? Sprechen Sie Deutsch? क्या आप हिंदी बोलते हैं? If you’re one of the millions of people around the world who want to learn a new language, you may be finding it difficult to find a way to learn them in a way that sticks. You may also find that the language apps on the market today are a bit drab, pestering, or inauthentic. Not many users like to be run through the wringer with long lessons. Building language learning skills and habits that fit into your busy schedule is hard – but it doesn’t have to be.

Featured in Apple’s “Maximize Your Coffee Break” collection is an authentic language learning experience, Memrise. On Memrise, users can select from over 20+ languages with courses specially designed by native speakers. Users can practice their foreign language skills with pre-recorded conversations with locals to get a truly immersive learning experience. Other options include snapping a photo to get an instant translation of the object in the picture, practicing your vocal pitch and tone, and bite-sized vocabulary lessons perfect for on-the-go learning.

The App Store has thousands of language apps to choose from, so standing out is no easy feat. With big-name apps like Rosetta Stone and many indie apps dominating the market, language apps need to find creative and strategic ways to stand out. Memrise currently uses some App Store Optimization best practices, but there is still room for improvement in its metadata and creative assets. To attract more eager language users and improve its competitive standing, Memrise needs to further optimize its assets to build its organic performance.

Memrise - Metadata

For language learning apps, it can be very difficult to remain competitive with metadata alone. Users often search for terms that are associated with the language they learn, and not much else. To stand out, language learning apps need to build on phrases associated with their unique features on top of the languages users may be searching for.

Currently, Memrise uses a longer variation of a title tag that addresses “easy” in it. This can attract users who want a more simplified language learning experience. However, emphasizing some of the more standout and unique features of the app may help Memrise attract more users. Emphasizing features like native speaker video lessons, vocal practices, and useful everyday phrases in the title and subtitle of their app may attract users who want more from their language learning experience.

Targeting popular languages like Spanish, French, and German are great ways to attract users from a broader perspective, but many other language apps are targeting those exact same phrases – making it difficult to stand out effectively. Users typically don’t take a long time to scroll down through the search page for options, so competing for these words may make it difficult to maintain visibility and see significant organic growth.

To better refine their metadata optimization strategy, Memrise should diversify and amplify their unique value offering in their app title and subtitle with keywords that make them stand out from the competition heavily populating the space. With ASO technology like DATACUBE, Memrise can better understand which keywords can grant them additional organic visibility and compare their performance against competitors.

Memrise - Creatives

Creatives create an immersive experience for the user. In fact, creative elements like the screenshot set, app icon, and feature video are directly responsible for conversion. Just like learning a new language, first impressions and introductions are a fundamental part of establishing a rapport and understanding with another person. Creative elements should serve the same purpose. The creatives should inform, engage, and to an extent, provide a form of preliminary interaction prior to the user downloading the app.

Memrise currently uses 10 screenshots in its screenshot set with consistent handset imagery, emphasized UI, and visual copy that compels the user to download. These creative best practices also help Memrise to highlight their brand’s unique language learning tools in a manner that is both digestible and visually engaging.

Feature videos allow developers to showcase a broad set of features in action in an immersive and all-encompassing way. Memrise currently stands out among competitors in the category with a bright, informative, and engaging feature video. When an app has multiple features or interactive elements it wants to highlight, videos provide the user with additional information and context on what to expect once they download.

Despite Memrise’s creative diversification, there is still room for improvement with its screenshot set. While using all 10 screenshots is an excellent way to call attention to all app features, consistency in imagery and branding elements are paramount in maintaining visual appeal.

The last two screenshots in Memrise’s screenshot set are displayed horizontally. The change in orientation is abrupt and the overall visual design is quite different from the rest of the screenshots in the set. Consistency in screenshot design and orientation helps reinforce branding while conveying a consistent, visually-appealing flow. Users are highly visual – any stray from the expected design might disrupt their information intake when it suddenly switches up. With the help of an ASO company with over a decade of creative optimization experience, Memrise could reinvigorate its screenshot set to draw in more users with consistent design elements for better user engagement.


Practicing a new language can be hard, but apps like Memrise make it easier than ever to build foreign language skills with a true, and authentic learning experience. With distinctive features like local vocal practices, picture translation functionalities, and video conversations with locals, Memrise can attract a large audience of learning-eager users. However, organic success in the language learning apps category can be difficult to penetrate. To compete effectively, language apps must go above and beyond with their metadata and creative assets. With these critical tips in mind, Memrise can effectively improve its ASO strategy to be a top-performing language app on the App Store.

Want to learn more about App Store Optimization? Contact Gummicube and we’ll help get your strategy started.

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