As we gear up for Mindfulness Day, it’s the right time to highlight the apps serving to us discover peace in our on a regular basis hustle, that are the Well being & Health class apps. This weblog put up delves into the highest apps within the sector, analyzing how they leverage each natural and paid methods to dominate person acquisition, notably specializing in mindfulness-related actions.
Studying from the most effective practices can save time and allow you to enhance your ideation course of. Inside the previous one 12 months interval, these 10 apps stood up with their person acquisition actions;
- Calm
- Headspace: Sleep & Meditation
- Me+ Day by day Routine Planner
- BetterSleep: Chill out and Sleep
- I’m – Day by day Affirmations
- ShutEye®: Sleep Tracker, Sound
- Sleepiest: Sleep Meditations
- Impulse – Mind Coaching
- Fabulous: Day by day Behavior Tracker
- Sleep Cycle – Tracker & Sounds
Constructing on our evaluation of high practices throughout the Training class apps, we may also discover how “Mindfulness Day” impacts app advertising total. This features a detailed examination of key phrase traits, customized product pages tailor-made for the season, and advert creatives designed to draw customers throughout this high-engagement interval.
Calm
Calm’s natural rating distribution over the 12 months analyzed with the ASO Report by MobileAction
Calm stands out with its spectacular natural attain, rating for over 10,000 key phrases, and a good portion, almost 40%, showing within the high 30 search outcomes. Remarkably, 400 of those key phrases secured the primary rating, underscoring Calm’s robust natural search presence.
The natural obtain historical past of Calm analyzed with Key phrase Intelligence by MobileAction
Calm’s potential to draw downloads from non-brand associated key phrases is notable, with solely 30% of its key phrase acquisitions coming from brand-related searches. This means a powerful model recognition throughout the broader Well being & Health class.
“mindfulness” key phrase search outcomes advertisements efficiency of Calm’s analyzed with Search by App by MobileAction.
By way of paid acquisition, Calm pursued an aggressive technique across the Mindfulness Day seasonal time, bidding on 460 key phrases, with 15 particularly tailor-made to the mindfulness theme.
Customized product pages run by Calm analyzed with CPP Intelligence by MobileAction
Calm has created and run 7 customized product pages on high of their default product web page. Amongst them, we observe that they leveraged customized product pages in an effort to promote the app’s options and A/B take a look at their creatives.
Advert artistic insights of Calm analyzed with Artistic Evaluation by MobileAction
They make the most of advert creatives to extend visibility and improve their already fairly strong model recognition. Final month solely, that they had over 280 dwell creatives distributed over numerous channels.
Headspace: Sleep & Meditation
Headspace: Sleep & Meditation’s natural rating distribution over the 12 months analyzed with the ASO Report by MobileAction
Headspace: Sleep & Meditation, one other main participant, has a strong base of over 6,300 natural key phrases, with almost 40% rating within the high 30.
The natural obtain historical past of Headspace: Sleep & Meditation analyzed with Key phrase Intelligence by MobileAction
A deep dive into their obtain origins reveals a powerful model presence, with simply 23% of downloads coming from brand-specific key phrases. This showcase extends to key phrases related to mindfulness, the place they seize first place, notably impactful round Mindfulness Day.
“mindfulness” key phrase search outcomes advertisements efficiency of Headspace: Sleep & Meditation’s analyzed with Search by App by MobileAction.
On the paid person acquisition aspect, Headspace: Sleep & Meditation has positioned bids on over 3,500 key phrases, with a major focus of 245 on mindfulness-related phrases.
Customized product pages run by Headspace: Sleep & Meditation analyzed with CPP Intelligence by MobileAction
They’ve created 5 customized product pages on high of their default product web page to speak effectively to their specified viewers teams. After we analyze their customized product pages extra deeply, we see that they’ve created customized pages for his or her app’s options and competitor’s model key phrases to draw extra customers by speaking higher.
Advert artistic insights of Headspace: Sleep & Meditation analyzed with Artistic Evaluation by MobileAction
That is supported by over 120 advert creatives distributed throughout numerous channels to amplify attain and engagement.
Me+ Day by day Routine Planner
Me+ Day by day Routine Planner’s natural rating distribution over the 12 months analyzed with the ASO Report by MobileAction
Me+ Day by day Routine Planner has a rising presence, organically rating for over 3,900 key phrases, with greater than 30% making it into the highest 30. Nevertheless, solely 26 key phrases reached the highest rating, indicating potential areas for progress and optimization.
“mindfulness” key phrase search outcomes advertisements efficiency of Me+ Day by day Routine Planner’s analyzed with Search by App by MobileAction.
The app’s paid technique in the course of the Mindfulness Day interval included bids on over 800 key phrases, although solely a handful focused mindfulness instantly.
Customized product pages run by Me+ Day by day Routine Planner analyzed with CPP Intelligence by MobileAction
Me+ Day by day Routine Planner has created and run 6 customized product pages on high of their default product web page. Amongst them, we observe that they leveraged customized product pages in an effort to promote the app’s options
Advert artistic insights of Me+ Day by day Routine Planner analyzed with Artistic Evaluation by MobileAction
The energy of Me+ Day by day Routine Planner lies of their advert creatives; they produced over 660 throughout this era, resulting in the very best Advert Intelligence rating throughout the class, reflecting a powerful and diversified advertising strategy.
BetterSleep: Chill out and Sleep
BetterSleep: Chill out and Sleep’s natural rating distribution over the 12 months analyzed with the ASO Report by MobileAction
BetterSleep: Chill out and Sleep has proven vital natural presence, rating for over 8,900 key phrases with greater than 40% within the high 30. On the ultimate day of monitoring, they led with over 150 key phrases within the high place.
The natural obtain historical past of BetterSleep: Chill out and Sleep analyzed with Key phrase Intelligence by MobileAction
Their natural downloads inform a narrative of strategic range, with solely 10% generated from brand-specific key phrases whereas most are drawn from aggressive model key phrases and generic phrases inside their class.
“mindfulness” key phrase search outcomes advertisements efficiency of BetterSleep: Chill out and Sleep’s analyzed with Search by App by MobileAction.
BetterSleep: Chill out and Sleep has a complete and well-designed paid person acquisition technique for Apple Search Advertisements. They bid over 5,400 key phrases round final 12 months’s Mindfulness Day, which made them the very best Apple Search Advertisements rating holder among the many Well being & Health class apps. It’s also price noting that 47 key phrases from their paid key phrase pool instantly comprise the “Mindfulness” key phrase.
Customized product pages run by BetterSleep: Chill out and Sleep analyzed with CPP Intelligence by MobileAction
They’ve additionally excelled in leveraging customized product pages. They created 10+ customized product pages with a number of artistic units designed, together with numerous key phrases for every. It’s price mentioning that they’ve included the “mindfulness” key phrase in every of their customized product pages.
Advert artistic insights of BetterSleep: Chill out and Sleep analyzed with Artistic Evaluation by MobileAction
On high of their fairly strong natural and paid person acquisition performances, additionally they have a really strong advert artistic efficiency. Across the final 12 months’s Mindfulness day, that they had over 340 dwell advert creatives supporting their total person acquisition success.
I’m – Day by day Affirmations
I’m – Day by day Affirmations’ natural rating distribution over the 12 months analyzed with the ASO Report by MobileAction
I’m – Day by day Affirmations bought the very best ASO rating within the Well being & Health class, organically rating for over 12,000 key phrases, a notable enhance from 25,000 earlier within the 12 months.
The natural obtain historical past of I’m – Day by day Affirmations analyzed with Key phrase Intelligence by MobileAction
Their natural obtain historical past is one other good instance of a powerful supply on the search outcomes. They managed to generate over 30% of their downloads from rivals’ model key phrases, which implies they delivered their worth correctly within the app metadata objects; subsequently, customers are drawn to downloading them as an alternative of their rivals.
“mindfulness” key phrase search outcomes advertisements efficiency of I’m – Day by day Affirmations’s analyzed with Search by App by MobileAction.
Regardless of this natural success, there’s room for enchancment in paid acquisition, with bids on 570 key phrases, together with just one particularly for mindfulness. Furthermore, they haven’t totally utilized customized product pages, which might improve their focusing on technique.
Advert artistic insights of I’m – Day by day Affirmations analyzed with Artistic Evaluation by MobileAction
Their promoting technique consists of 114 creatives specializing in affirmations and stress-free backgrounds, serving to to convey the core advantages of their choices.
Key phrase Share of Voices
Share of Voice evaluation of the “mindfulness” key phrase analyzed analyzed with Key phrase Tendencies by MobileAction.
The key phrase “Mindfulness” registers a major search rating of 43, dominating the Well being & Health class. The Mindfulness App, Headspace: Sleep & Meditation, and Mindfulness Coach are the top-ranking apps organically for this key phrase.
Search end result advertisements runner with “mindfulness” key phrase analyzed with Search by Key phrase by MobileAction.
Calm solely instructions a 100% impression share in Apple Search Advertisements, showcasing their strategic dominance.
Share of Voice evaluation of the “Mindfulness Day” key phrase analyzed analyzed with Key phrase Tendencies by MobileAction.
However, the “Mindfulness day” key phrase has a 5 search rating as a consequence of its being very specialised and high-intentness. Organically Mindfulness.com Meditation, Lotus Bud Mindfulness Bell, MindReset – Simply 2 min a day! has managed to get the very best impressions.
Search end result advertisements runner with “mindfulness day” key phrase analyzed with Search by Key phrase by MobileAction.
The area of interest key phrase “Mindfulness day” scores decrease in search visibility however sees aggressive bidding in Apple Search Advertisements from apps like Gaia: Streaming Consciousness, Behavior Nest: Planner & Tracker, Superhuman: Day by day Motivation, Headspace: Sleep & Meditation, and BetterHelp – Remedy, highlighting the targeted curiosity throughout this key seasonal interval.
Customized product pages
Customized product pages created with the “Mindfulness” key phrase analyzed with CPP Intelligence by MobileAction.
A number of apps have efficiently leveraged customized product pages for the “mindfulness” key phrase, tailoring their presentation to resonate extra successfully with potential customers. Notable mentions embody BetterSleep: Chill out and Sleep, Mindfulness.com Meditation App, Glo I Yoga and Meditation App, MINDTRX, Closely Meditated: Meditation, Abide – Bible Meditation Sleep, Calmsleep Sound App and Peloton: Health & Exercises.
Customized product pages created with the “Mindfulness day” key phrase analyzed with CPP Intelligence by MobileAction.
For the “Mindfulness day” key phrase, regardless of its decrease search rating, apps throughout numerous classes: Merge Dragons!, Mind Achieve – IQ Coaching Video games, Peloton: Health & Exercises, Meditopia: AI, Meditation, Mindfulness.com Meditation App, Eager Psychic Studying & Tarot, MINDTRX, BetterMe: Psychological Well being, Sol – Really feel Higher In the present day, Abide – Bible Meditation Sleep, Block Blast!, ShutEye®: Sleep Tracker, Sound, and Treecard: Strolling Step Tracker have created customized pages, tapping into the seasonal enchantment and demonstrating the flexibility of this strategy in person acquisition methods.
Advert creatives
Advert creatives that had been dwell in the course of the 2023 Mindfulness Day analyzed with Prime Creatives by MobileAction
Artistic methods across the mindfulness theme differ, with apps like Hearken to Nature, by Roots, BetterMe: Psychological Well being, Mindfulness Day by day Affirmations, Temple Bliss: Reside Psychics, Mindfulness.com Meditation App utilizing every day affirmations and stress-free visuals to draw customers. These creatives play an important position in connecting emotionally with customers, making the apps not simply instruments however a part of a every day wellness routine.
As Mindfulness Day approaches, these apps utilized the facility of focused digital advertising methods within the Well being & Health sector. Their potential to mix natural and paid acquisition, together with artistic and strategic use of advert creatives and customized product pages, underscores a complete strategy to person engagement and retention.
At MobileAction, we focus on mastering seasonal advertising traits, notably within the Well being & Health sector throughout essential instances like Mindfulness Day. Timing and relevance are key to success. Schedule a demo at present to entry these insights and improve your app’s person acquisition. Enhance your Well being & Health apps with our focused intelligence, automation, and experience, completely timed for peak season affect.
