1,200 first-time downloads and 310 paying users for a wellness app

Industry: Wellness & mental wellbeing
Platform: App Store + paid user acquisition
Focus: ASO, paid ads, conversion
Paying users: 310
Proceeds: $990+

About the client

A wellness and mental wellbeing app covering meditation, lifestyle and self-development, looking to grow its user base and paid subscribers.

The challenge

The app had very little visibility. Before the work, it was getting 23 first-time downloads, 895 impressions and 108 product page views, with a 3.37% conversion rate and almost no in-app purchases.

The goal

Increase app visibility, drive new downloads from the right audience, and move new users towards paid engagement.

What we did

Optimised the App Store listing

Improved keyword targeting, listing presentation and positioning around wellness, mental wellbeing, lifestyle and self-development, so the app's value was clear at a glance.
Ran paid user acquisition

Launched and optimised campaigns aimed at audiences interested in wellness and mental health.
Improved the journey from discovery to download

Tracked impressions, product page visits and downloads to find where users dropped off, and fixed those steps.
Focused on monetisation

Monitored paying users and in-app purchases, and used the data to move more new users towards a paid plan.

Results

1,200
First-time downloads (from 23): 6.58%
Conversion rate (from 3.37%): 310
Paying users: 548
In-app purchases: $990+
Proceeds: 15.48%
Day 35 download to paid

Before and after
Metric	Before	After
First-time downloads	23	1,200
Redownloads	2	154
Impressions	895	6,865
Product page views	108	1,480
Conversion rate (daily average)	3.37%	6.58%
Proceeds	Not enough data	$990.54
Paying users	Not enough data	310
In-app purchases	Not enough data	548
Day 35 download to paid	Not enough data	15.48%

Proof

Results summary: 1,200 first-time downloads, 6.58% conversion rate, 310 paying users, 548 in-app purchases, $990+ proceeds — Results summary

App Store Connect overview before: 23 first-time downloads, 2 redownloads, 3.37% conversion rate, 895 impressions, 108 product page views, no sales data — Before: App Store analytics

App Store Connect overview after: 1,200 first-time downloads, 154 redownloads, 6.58% conversion rate, 6,865 impressions, 1,480 product page views, $990.54 proceeds, 310 paying users, 548 in-app purchases — After: App Store analytics

Key learnings

A clear App Store listing matters as much as the ads. Better keywords and positioning nearly doubled the conversion rate.
Wellness users convert to paid over time. The download-to-paid rate grew from 3.21% on day 1 to 15.48% by day 35.
Targeting people already interested in wellness brought users who stayed and paid, not just installs.

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