“By identifying high-intent keywords and targeting specific user needs around training and nutrition, we opened the Body Coach app up to new audiences and drove quality subscriptions while preserving the integrity of the Joe Wicks brand”
Jen Driver, Client Services Director
The Challenge
Punching above our weight in the app store
The fitness app market is saturated with global brands running big budget 'always on' campaigns at scale. These competitors use high volume, high frequency download campaigns to influence the app store algorithms and dominate organic search results, often squeezing out smaller, personality-led players.
We identified a clear strategy. Find the organic search themes within the app stores where we could level the playing field and compete. Mid-volume, fitness and nutrition based keyword battlegrounds where we could showcase the best of the Body Coach app, meet customer expectations and convert them through to app download and subscription.
What we did
A holistic ASO strategy for long term gains
Strategic app store audits: We conducted deep-dive audits pf the app's presence on both the Apple app store and Google Play. We benchmarked against global brands and influencer led competitors to rate our current performance, find gaps in the market and recommend high impact improvements.
A best-in-class app store publishing process: We ensured that there were no gaps in the submission and that all assets were fully optimised sending out quality and trust signals to both app store algorithms and positively influencing our search presence.
Visual storytelling: Our team of UX design specialists produced conversion focused banners and video storyboards. These showcased the app's unique value instantly to trigger quality downloads and subscriptions.
Precision metadata: We rewrote highly targeted metadata for both stores aimed at winning key battlegrounds across fitness and nutrition whilst maintaining the distinctive, friendly tone of voice that represents the Joe Wicks personal brand.
Tactical 'in app' events: We activated seasonal campaigns by switching on features within the app store ecosystem to maximise traffic during peak fitness periods like the New Year and Summer where eating and exercise habits change.
Data driven decision making: We built a custom reporting dashboard driven by the latest industry tools and app store analytics to enable an 'always on' search optimisation programme.
The results
Transforming app store discovery into downloads
We balanced the power of the Joe Wicks brand with a tailored ASO strategy that delivered significant uplift in store visibility and downloads across both major app stores whilst maintaining the quality of subscribers.
- 58% increase in organic search downloads (Android)
- 30% increase in organic search conversion (Android)
- 72% increase in Google Explore product page views (Android)
- 11% increase in organic search impressions (Apple)
- 51% increase in organic product page views (Apple)