Post on 27-Jun-2020
App Store Optimization improves app downloads by over 19% for wellness tech company, MINDBODY
MINDBODY is the leading technology platform for the wellness services industry, providing local wellness entrepreneurs with an integrated software and payments platform to help them run, market and build their businesses. Consumers use the company’s MINDBODY app to find and book fitness classes and salon and spa appointments nearby. The app also features great deals available through MINDBODY’s global network of fitness, wellness and beauty providers.
MINDBODY became a 3Q Digital client in early 2017, when they began working with the 3Q Digital team to increase user acquisition for the MINDBODY app. Recognizing that app store optimization (ASO) is critical to growing app downloads, MINDBODY consulted with the 3Q Digital team to improve their App Store messaging and experience. MINDBODY wanted to ensure their App Store pages were primed to capture as many downloads as possible. To maximize the value of their marketing dollars, MINDBODY worked with the 3Q Creative and ASO teams to build and test new creative.
CLIENT
CHALLENGE
MINDBODY ASO 2
Client Since 2017
SEM, Social, Mobile Display, Creative
SOLUTION
The 3Q team tackled MINDBODY’s goal to increase app installs through 3Q’s strategic ASO process:
Research: 3Q performed a thorough analysis of both MINDBODY’s industry and competitors, as well as an audit on MINDBODY’s current App Store experience. This research allowed the team to take a targeted approach to building creative that would appeal to the audience and drive engagement.
Design: The 3Q Creative team designed two different sets of screenshots that could be tested against MINDBODY’s original creative, or the Control. The first was Lifestyle, which appealed to the emotion of the user, focusing on the outcomes use of the MINDBODY app would produce. The second, Utility, focused to how the app itself is used, displaying locations, deals and scheduling within the app.
With three different themes to compare (Control, Lifestyle, and Utility), the 3Q team began testing.
Test Duration: 17 days
MINDBODY ASO 3
RESULTS
In the end, MINDBODY saw impressive results, with the Utility creative outperforming the Control by 19.1% and the Lifestyle creative outperforming the Control by 10.6%.
Armed with a deeper understanding of what resonates with their target demographic, MINDBODY is now able to continue to improve upon what drives more users to download their app. Result highlights were:
• 19.1% increase in installs
• Insights into user behavior
• Beautiful new designs that reflect customer motivations
ORIGINAL CREATIVE: THE CONTROL
MINDBODY ASO 4
VARIATION 1: LIFESTYLE
MINDBODY ASO 5
VARIATION 2: UTILITY
MINDBODY ASO 6
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