1,700,000 new users in 9 months for Fitingo
Our approach for this project involves several key steps:
1. **Event-based User Acquisition**: In the first three months, we focused on generating traffic through Facebook and Snapchat, optimizing for trial subscriptions. Simultaneously, we tested purchasing traffic for a specific event, which resulted in a cost-effective CPA while maintaining LTV. We continued to run user acquisition campaigns solely for that particular event.
2. **Traffic Sources: Facebook, Snapchat, and TikTok**: Initially, we allocated $20,000-$30,000 per month on Facebook. By January 2021, our marketing expenditure on that platform reached $750,000, allowing Fitingo to rank among the Top 2 grossing apps in the UK and Top 3 in the US. On Snapchat, we concentrated on native live-action ad creatives that yielded the highest LTV. For TikTok, we started with 2D and 3D ad creatives designed for Facebook, but this did not achieve our desired CPA. Consequently, we transitioned to live-action ads, which delivered impressive results.
3. **App Store Optimization**: Once our user acquisition was established, we proceeded to app store optimization, beginning with keyword research. This effort resulted in over 600 US keywords being indexed in the store.
4. **Paywall Development**: In creating our paywall, we tested 30 different variations and ultimately selected the most effective one based on LTV rather than just paywall conversion rates.
5. **Special Offer**: We introduced a special offer that increased LTV by up to 20%.
6. **App Content Improvement**: To enhance the app's content, we implemented several changes that led to positive results: