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Apr 19 2023
As people's awareness of the importance of maintaining their health and fitness levels continues to grow, fitness apps have become an essential tool for individuals seeking to achieve their wellness goals.
With the convenience and accessibility of fitness apps, users can now have personalized fitness plans, nutrition tracking, and wellness content right at their fingertips. As the demand for fitness apps rises, app marketers are constantly seeking innovative strategies to boost app revenue and drive user engagement.
In this case study, we will explore how a fitness app leveraged the increased health awareness among individuals and implemented a paid personalized wellness campaign that resulted in a 3x increase in app revenue, showcasing the power of tailored content and offers in driving app success.
The paid personalized wellness campaign implemented by the fitness app yielded impressive results, with a significant increase in app revenue and user engagement. The campaign resulted in the following outcomes:
Our client is a popular fitness app that offers a wide range of fitness programs, workout plans, nutrition tracking, and wellness content to help users achieve their fitness goals. The app was launched a few years ago and had gained a decent user base, but the team was looking for ways to boost app revenue and increase user engagement.
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The challenge was to increase the app revenue without compromising on the user experience and retention rates. The company had a freemium model with in-app purchases for advanced features, and the challenge was to increase the conversion rate of users from free to paid subscriptions.
To achieve this, they decided to implement a paid personalized wellness campaign, targeting their existing user base with tailored content and offers.
We helped the fitness app develop a comprehensive strategy to implement the paid personalized wellness campaign. The strategy included the following steps:
The team segmented the existing user base into different groups based on factors such as age, gender, fitness goals, activity level, and past app usage. This segmentation helped in creating targeted campaigns for each group.
⚡ How to Drive Your App Promotion With User Persona And Market Research?
Tailor your content, offers, and messaging to each segment's interests and preferences. For example, if you have a segment of users who are interested in weight loss, create content related to weight loss goals, nutrition tips, and workout plans. If you have a segment of users who are interested in muscle building, create content related to strength training, protein intake, and recovery strategies.
We all know that when users search for apps, they are more likely to download apps with higher ratings. At ASO World, we always strive to maintain the average rating of our games/apps as high as possible, preferably at 4 stars or above.
This is not only for the image of our digital reputation, but also because unfavorable ratings can affect the visibility and conversion rate of ASO, leading to distrust and confusion among new users, existing users migrating to other competing apps, and higher acquisition costs.
⚡Related reading: How does user feedback impact ASO
After an exhaustive study of comments and insights received by users over the past two years (about 10k comments), capabilities and user feedback methods are defined to attack the most popular topics through a homogeneous strategy. In all countries where mobile service is available for this fitness app.
The purpose is to provide relevant answers in a faster and more effective way in response to more positive and negative comments received, and to convey greater commitment and confidence to users through humanized services.
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The team offered a one-month free trial of the premium subscription to all new users. During the trial period, we sent personalized push notifications and emails to users, reminding them of the benefits of the premium subscription and how it can help them achieve their fitness goals faster.
The team conducted A/B testing to optimize the campaign performance. They tested different content variations, messaging strategies, and timing to identify the most effective approach in driving app revenue and user engagement.
Once the strategy was finalized, the fitness app executed the paid personalized wellness campaign. They implemented the campaign in phases, starting with a small segment of the user base, and gradually scaling it up to the entire user base over a period of two months.
The paid personalized wellness campaign successfully increased app revenue by 3x, while providing value to users through relevant and tailored wellness content. The campaign's success can be attributed to the strategic combination of personalized content, tiered subscription pricing, and targeted paid marketing, which resulted in increased revenue, improved user engagement, and enhanced customer satisfaction for the fitness app.
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