How we nurtured Mindful Mamas to an 89% uplift in organic installs
The Situation
As a brand new app with low brand awareness and limited budgets it was crucial for Mindful Mamas Club to increase their app store visibility and performance in a time when mamas needed it most - during the most stressful days of Covid 19.
"Michael and NRTR has been a life line for my business. We launched during Covid19. Michael helped us pivot quickly and organize our app marketing and growth strategy. He is not only knowledgable and organized, but incredibly dedicated to the success of our app and mission. He has been a life-line for Mindful Mamas. Highly recommend him and his services."
Terra LaRock, CEO - Mindful Mamas Club
The Solution
NRTR first conducted a deep audit of Mindful Mama's current app store assets and performance. Unearthing a few surprises, like the app had been growing in popularity outside the home market of the USA - even being heavily featured by Apple in South East Asian App Stores.
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The app stores already a great job at conversion but were not being shown to users searching for high volume generic keywords. The solutions was to;
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New app meta-data featuring the most searched for and converting keywords.
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New English-UK stores to cater to unique search trends in UK, Australia, Ireland, NZ and Singapore.
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A growth experimentation backlog that Mindful Mamas could run themselves to start to build iterative growth.
The Results
Once the new stores went live the effect on visibility and organic downloads was instant. Mindful Mamas are now equal footing with their targeted competitor and in position to exceed them. Taking a large proportion of installs that previously went to the competitor.
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89%
Uplift in daily organic installs
+81
Average increase in keyword ranking
+5.3%
Increase in iOS App Store conversion rate
+10.1%
Increase in Google Play conversion rate