*Campaign dates Dec 2023 to May 2024
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.
The main objectives of the App Store Optimization (ASO) campaign for both Google Play and iOS app stores were:
“Partnering with M&C Saatchi Performance has proven the tangible impact that strategic App Store Optimization and creative A/B testing can have for us. Their expertise in conversion-focused A/B testing has been crucial in navigating the dynamic app marketplace with an increasing number of competitors. The improvements in our organic conversion rates and user interactions underscore the vital role of continuously refining our app store presence to speak to our diverse global audience.”
Katie Desmond, Headspace
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 Headspace app, the client wanted to optimize app store listings further to increase organic search conversion rates.
To achieve goals and overcome the challenges of a highly competitive and crowded App Store Space, the ASO team developed a comprehensive strategy, with creative A/B testing as one of the key tactics.
The team hypothesized testing one creative element at a time would allow us to better measure the performance.
To test effectively, several sets of screenshots were developed, varying one element per Product Page Optimization, e.g.:
Screenshots were A/B tested on Google Play and Apple Store across multiple markets. Each set per test was shown to a randomized segment of users to measure which set converted at the highest rate.
Conversion rates for each set were tracked using analytics from the app stores. Performance data was analyzed to determine which set of screenshots resulted in the highest increase in downloads for each market.
EN Markets – Round 1
EN Markets – Round 2
Following app store optimization best practices, after 15 sets of A/B testing, Headspace achieved the following:
Conversion Rate Increase: On average, for iOS and Google Play stores, the organic conversion rate improved by +34% compared to the previous period*.
User Engagement: Users responded positively to screenshots that showcased social proof and magnified content on the app’s key features and benefits.
Visual Appeal: The bright colors in the background design and concise captions performed well, suggesting that visual appeal and quick information delivery are crucial.
