Increasing Headspace’s Organic Conversion Rate through ASO A/B testing.
By Julinda Osmankaj, ASO Manager at M&C Saatchi Performance
Advertisers should not overlook the opportunities presented via the App Stores to engage and retain their customers. App Store Optimization (ASO) can often yield impressive results, as the ASO team recently demonstrated for the leading mindfulness app, Headspace.
In the competitive wellness app market, Headspace has established itself as a leading meditation and mindfulness app. To continue its success, the app constantly strives to convert organic store visitors into active users. This feature focuses on an ASO campaign to increase organic conversion rates through A/B testing creatives (specifically screenshots within the App Stores) in multiple markets.
Background
Launched in 2010, Headspace’s mission is to provide every person with access to lifelong mental health support. The app, which has a million users worldwide, offers guided meditation sessions and mindfulness techniques designed to help users reduce stress and improve mental well-being.
Objectives
Headspace has constantly prioritized Product Page Optimizations on Apple and Store Listing Experiments on the Google Play Store. However, as the app market became more saturated and new features were introduced within the app, Headspace wanted to optimize its app store listing further.
The main objectives of the ASO campaign for both Google Play and iOS app stores were:
- Increase the conversion rate from app store views to downloads for main English-speaking customers and focus on localized markets.
- Determine the most effective creative elements through A/B testing.
- Enhance user engagement by clearly showcasing the app’s value proposition through optimized visuals.
Our Approach
The M&C Saatchi Performance ASO team worked with Headspace to develop a thorough ASO strategy. Creative A/B testing was one of the key aspects of achieving goals and overcoming the challenges of operating in a highly competitive and crowded space.
Hypothesis Development: Hypothesized that testing one creative element at a time would allow us to measure performance better.
Design Variations: To test this, we developed several sets of screenshots with only one creative element variation per Product Page Optimization, eg:
- Background design
- Copy used on screenshots
- Magnified content
Implementation: Different screenshot sets were A/B tested across multiple markets. Each set per test was shown to a randomized segment of users to measure which set performed best in terms of conversion rate.
Data Collection and Analysis: The conversion rates for each set were tracked using analytics from the app stores. The performance data was analyzed to determine which set of screenshots resulted in the highest increase in downloads for each market.
Results & Learnings
Following app store optimization best practices, after 15 sets of A/B testing, Headspace achieved the following:
1. Conversion Rate Increase: On average, the organic conversion rate for iOS and Google Play stores improved by +34% compared to the previous period*.
2. User Engagement: Users responded positively to screenshots that showcased social proof and expanded content on the app’s key features and benefits.
3. Visual Appeal: The bright colors in the background design and concise captions performed well, suggesting that visual appeal and quick information delivery are crucial.
One critical insight was the significance of localization. This highlighted the necessity of understanding and tailoring strategies for each specific market, as effective approaches in one region might not translate well to another.
The table below illustrates how the same features performed differently on Google Play and the iOS store for different English-speaking markets.
In Summary
This App Store Optimization case study demonstrates the substantial impact of A/B testing with creatives on increasing Headspace’s organic conversion rate. By applying a multimarket bespoke ASO strategy, M&C Saatchi Performance helped Headspace identify the most effective visuals to engage potential users and convert them into active users through organic search.
*Campaign dates Dec 2023 to May 2024
Further Reading
Innovate & Grow: How TikTok Smart Creative can Improve CPI
For more information about how we help clients win through App Store Optimization, request a free ASO audit, or speak to one of the ASO team, contact us.
