Case Study: How We Help A Fitness App To Drive User Acquisition By ASO ?

Tracking progress has always been necessary for fitness enthusiasts, but the internet and mobile apps have made these services accessible to the general public. MyFitnessPal was among the first to offer fitness and health tracking services, with user-generated meals, items, and workouts. Strava, AllTrails, and Komoot improved tracking through GPS and route planning, allowing users to explore routes and compete with friends on time.

The release of the iPhone prompted the development of Fitbit and other fitness accessories. They used sensors to better track steps, distance, and heart rate. In recent years, Apple and other brands have added more health and fitness tracking to their watches, marketing them as all-in-one fitness solutions.

Before the pandemic, the fitness app market was nearly stagnant. It saw a 45% increase in users in 2020, and interest has remained high in 2021, with total sessions remaining at the same level as in 2020.

Revenue in the Fitness Apps segment is projected to reach US$15.49bn in 2022. This revenue is expected to show an annual growth rate (CAGR 2022-2027) of 16.36%, resulting in a projected market volume of US$33.04bn by 2027. User penetration will be 8.67% in 2022 and is expected to hit 12.21% by 2027. The average revenue per user (ARPU) is expected to amount to US$23.47.



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App story

With free home exercise workout videos, personalized fitness plans, and guided meditations, you can lose weight, sweat, and get fit whenever and wherever you want. Get in shape with exercises you can do at home, outside, or in the gym. Relax with a calming yoga practice, get fit with a fun cardio workout, and feel good with hundreds of other free fitness videos.

Our client's fitness app can help users achieve their goals by providing personalized workout plans. They can also use this app to lose weight, build muscle, increase cardio endurance, get fit, or reduce stress.

The app's name remains anonymous here to protect the privacy of our customers. To give you a better idea of ​​the app's story we're sharing, we show one of its competitors on the Google Play Store.

App Store Optimization challenge

When our customer first approached ASO World, this fitness app was already one of the world's leading apps, helping over 12 million users in 180 countries better understand their bodies and take control of their health. ASO World was hired to develop a robust, holistic user acquisition strategy centered on ASO and ASA to help increase visibility and drive conversion across key markets.

The goal was to increase monthly active users incrementally month after month and achieve significant user acquisition – as well as share our industry expertise with the app's growth team to help them manage ASO independently in the future.

The App Store Optimization strategy included updating the iOS and Google Play titles, subtitles, keywords, and descriptions. Our customer used ASO World and its ASO tools for keyword research and A/B testing while running a Search Ads campaign from App Ads, our ASA service.

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App Store Optimization part

Customer Product Page Optimization

We began the engagement by conducting a 360-degree audit, gathering key learnings about this fitness app's market position, identifying competitors, and scoping opportunities for ASO and ASA. After four weeks, we produced a set of metadata and design recommendations based on existing assets in the App Store and Google Play Store, as well as a set of ready-to-test experiments in the United States, Brazil, Mexico, and Germany.

ASO World's creative team collaborated closely with the company's design team, paying special attention to logo modifications and creative refreshes, while our localization team ensured that all assets were carefully tailored to each target market.

Keywords Optimization

Before using any tools, our ASO experts compile a list of 5-10 English keywords related to the topic of choice. We search Google Play USA for those keywords and collect the top 5-10 apps for each of them. Furthermore, we choose the app with the highest number of downloads and ratings and add it to Appranking. It is used to assist us in defining the keywords for my project.

Then we searched for ''fitness app'' to identify a list of competitors of our customer's app.



Then we started to analyze the keywords lists of competitors, then we can determine the keywords list of our customer's app and start to rank the keywords.

Apple Search Ads part

App Ads Team launched a discovery campaign for ASA that uncovered new, highly relevant keywords and revealed telling insights about the app's main target audience. They then devised a strategy based on single keyword ad groups and optimization scripts with automatic spending caps based on age and tap-through rate for each market.



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App Store Optimization result

After managing this fitness app's App Store and Google Play Store listings for three months, the team conducted eight experiments and saw install uplifts of 7%, 6%, 4%, and 6% in the United States, Germany, Mexico, and Brazil, respectively. For ASA, the team's scaling factors enabled us to identify which markets had high CPAs in comparison to the US. We were able to reduce CPA by 35% in two months by using these insights to streamline spending and optimize ROI.

As much as we enjoy reaching milestones, the true value is in understanding how we arrived there. Above all, our findings demonstrated that there is no one-size-fits-all solution; a conversion driver in the United States may not have the same effect in Mexico, Germany, or vice versa. We concluded the engagement by sharing a detailed experiment backlog with our customer's internal growth team, highlighting all of our findings, conclusions, and recommendations, leaving them well-positioned to develop and launch their mobile growth strategies in the future.

At last, if you think this article is helpful to you, please share it with your friends. ASO World is always here to help you find the key to your success. Thank you for reading.  

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