Globally, more and more people are paying attention to and starting to invest in their physical and mental health, and this global trend is certainly exciting news for health apps. As world leaders and celebrities talk about the adverse effects of stress, there has also been a surge in interest in products that take a holistic view of health by leveraging user data. How to really help users improve their own health, from daily fitness to healthy eating, brings business opportunities to various applications in the health apps category on app store.

 

Here, we will focus on how to start your market targeting from user habit research, and how to triple the organic conversion rate with user-level personalized promotion strategies. Let's start our discuss from the case of our user's health application.

*More case studies about health & fitness app ASO strategies, you can visit: Case Study: How We Driven Over 500% Organic Growth in User's Health & Fitness App.

The Story of the Health App

the application name remains anonymous here to protect the privacy of our customers. But to give you a better idea of ​​the health and fitness app's story we're sharing, we found one of their competitors' apps from the Google Play Store below.

Regarding the user's promotion target of this application, the user has put forward multiple goals. Here, we mainly focus on the goal of improving the organic conversion rate of the app, to describe how we help users analyze the target user group, and study and analyze the app's characteristics. The habits of potential users, and the formulation and optimization of promotion strategies have tripled the organic conversion rate of this health app for users during a short period.

 

The founders of our user's app are avid fitness enthusiasts themselves. However, when he started researching the technologies available in the health app category to support their fitness goals, he found that these solutions were lacking in both functionality and personalization capabilities. After identifying this unmet need, he and his team launched their own fitness app in 2021 to harness the power of biofeedback and personalization to create a better health app focused on physical, mental health , performance and recovery.



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Challenge of the health app organic conversion rate

● Market research and app personalization development

● Identify appropriate KPIs and improve organic conversion rates

● Optimize the total cost of ownership (TCO)

 

Market research and app personalization development

As a startup team, achieving app-market fit is critical to growth. Gaining insight into the feedback and suggestions provided by early adopters is a key component of building product-market fit. Access to user behavior data can add the missing pieces to the puzzle, and these insights can help them capture user enthusiasm.

 

Conversion KPI indicators improved

Their revenue model is subscription based. The ratio of users who install an app to paying subscribers is a metric that the core team often looks at. How this ratio changes is also a valuable metric whenever they implement changes in the app, whether in terms of UI or functionality.

 

Optimize the total cost of ownership (TCO)

As a new application, in order to gain rapid growth and win a certain user group in the highly competitive health application, complex and detailed analysis, user segmentation, intelligent auxiliary tools and effective strategic support are very important. This will reduce their overhead costs and help them expand their business over time.

 

Solution

Finding the right marketing team and an effective promotion strategy at the beginning is critical for a new app. Especially for a startup where one person handles multiple tasks, the challenges of transferring data across multiple platforms and the resulting integration challenges can be overwhelming. This also slows down their ability to scale and creates additional barriers as companies grow and develop.

 

Considering the impact on the total cost of ownership, users choose ASOWorld's professional teams at the end of 2021 to make up for their lack in this regard, and choose our ASO advanced services, from initial market research, user habit analysis, to personalized ASO optimization plan, the data analysis support for the application's app store metadata optimization and promotion process, ensured that users of this application had a very significant growth within just 3 months.

 

Target user analysis, user stratification and user habit analysis

Adequate market research is a prerequisite to ensure that your application can find suitable growth opportunities. A personalized ASO solution can better help the app marketers grasp the ranking authority of new applications on the app store. We will use our own intelligent tools and large database support to do the user research and user persona for our users' applications.

 

In the follow-up promotion process, we will continuously monitor the detailed data of the user's application, and track and analyze the user's habits, so as to modify the optimization plan in time. It also makes it easy for our users to launch incentives in a timely manner, ensure them to remind & inform their users with their app's new features and upcoming content, and motivate users to stick to their fitness journeys and goals.

 

Better understand the user's automated journey

Every user who installs the app goes through a decision-making process that pushes them to improve their fitness. Insights into this motivation and other aspects of user behavior can help our users quickly gain a head start in growth and increase their user stickiness and loyalty.

 

We engage and work with users to plan a complete loyalty management program for their app users, and when their users sign up for the app, they receive a welcome email outlining how the platform can help them Focus on overall health. Once a user interacts with a piece of content on the platform, they receive another message based on their previous conversation. Further engagements will be sent on the second, third and fifth days.

 

Based on user feedback behavior, the team produces various personalized user stories and communicates with them regularly to build positive user habits and keep them motivated. It's also important to build enthusiasm around the course by letting users know about the benefits of a coach and why a particular masterclass is unrivaled.

 

Another way to keep users energized after a session is to remind them of the impact of the session on vital signs. User preferences and past behavior also help them recommend content and programming for future consumption.

 

If users have not used the platform for 15 days or are at risk of churn, a re-engagement journey is activated to get them back on track.

 

If a user installs and subscribes, only to later unsubscribe and uninstall, they contact the user about their pain points. By addressing these issues, users are expected to resubscribe.

 

All of these form a complete set of user incentives and effective management plans.

 

Personalization to improve user adoption and outcomes

Personalization makes our user's app a better experience than any other app of its kind. By reminding users of the actual benefits of their previous classes, whether it's burning calories or improving heart health and other vital signs, they can increase program completion rates, drive adoption, and improve users' end results. Personalization helps them connect multiple data points across platforms in meaningful ways, making campaigns and journeys highly relevant to each user.

 

Result

After about 3 months of optimization, by studying the personalized features of users' habits, we helped our users' apps achieve three times the organic conversion. Well-planned campaigns have helped the wellness app successfully advance its growth plan, sparking enthusiasm among target users, encouraging users to enter the app, and ultimately investing in their own health and well-being.