As we gear up for Mindfulness Day, it’s the proper 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 publish delves into the highest apps within the sector, inspecting how they leverage each natural and paid methods to dominate person acquisition, significantly specializing in mindfulness-related actions.
Studying from the perfect 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+ Each day Routine Planner
- BetterSleep: Calm down and Sleep
- I’m – Each day Affirmations
- ShutEye®: Sleep Tracker, Sound
- Sleepiest: Sleep Meditations
- Impulse – Mind Coaching
- Fabulous: Each day Behavior Tracker
- Sleep Cycle – Tracker & Sounds
Constructing on our evaluation of prime practices inside the Schooling class apps, we may even discover how “Mindfulness Day” impacts app advertising and marketing general. This features a detailed examination of key phrase tendencies, 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, practically 40%, showing within the prime 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.
When it comes to 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 prime of their default product web page. Amongst them, we observe that they leveraged customized product pages with the intention to promote the app’s options and A/B check their creatives.
Advert inventive insights of Calm analyzed with Artistic Evaluation by MobileAction
They make the most of advert creatives to extend visibility and improve their already fairly stable model recognition. Final month solely, that they had over 280 dwell creatives distributed over varied 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 stable base of over 6,300 natural key phrases, with practically 40% rating within the prime 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, significantly 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 big 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 prime of their default product web page to speak properly 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 inventive insights of Headspace: Sleep & Meditation analyzed with Artistic Evaluation by MobileAction
That is supported by over 120 advert creatives distributed throughout varied channels to amplify attain and engagement.
Me+ Each day Routine Planner
Me+ Each day Routine Planner’s natural rating distribution over the 12 months analyzed with the ASO Report by MobileAction
Me+ Each 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+ Each day Routine Planner’s analyzed with Search by App by MobileAction.
The app’s paid technique throughout the Mindfulness Day interval included bids on over 800 key phrases, although solely a handful focused mindfulness immediately.
Customized product pages run by Me+ Each day Routine Planner analyzed with CPP Intelligence by MobileAction
Me+ Each day Routine Planner has created and run 6 customized product pages on prime of their default product web page. Amongst them, we observe that they leveraged customized product pages with the intention to promote the app’s options
Advert inventive insights of Me+ Each day Routine Planner analyzed with Artistic Evaluation by MobileAction
The power of Me+ Each day Routine Planner lies of their advert creatives; they produced over 660 throughout this era, resulting in the best Advert Intelligence rating inside the class, reflecting a powerful and diversified advertising and marketing method.
BetterSleep: Calm down and Sleep
BetterSleep: Calm down and Sleep’s natural rating distribution over the 12 months analyzed with the ASO Report by MobileAction
BetterSleep: Calm down and Sleep has proven important natural presence, rating for over 8,900 key phrases with greater than 40% within the prime 30. On the ultimate day of monitoring, they led with over 150 key phrases within the prime place.
The natural obtain historical past of BetterSleep: Calm down 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: Calm down and Sleep’s analyzed with Search by App by MobileAction.
BetterSleep: Calm down 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 best Apple Search Advertisements rating holder among the many Well being & Health class apps. It’s also value noting that 47 key phrases from their paid key phrase pool immediately comprise the “Mindfulness” key phrase.
Customized product pages run by BetterSleep: Calm down 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 inventive units designed, together with varied key phrases for every. It’s value mentioning that they’ve included the “mindfulness” key phrase in every of their customized product pages.
Advert inventive insights of BetterSleep: Calm down and Sleep analyzed with Artistic Evaluation by MobileAction
On prime of their fairly stable natural and paid person acquisition performances, additionally they have a really stable advert inventive efficiency. Across the final 12 months’s Mindfulness day, that they had over 340 dwell advert creatives supporting their general person acquisition success.
I’m – Each day Affirmations
I’m – Each day Affirmations’ natural rating distribution over the 12 months analyzed with the ASO Report by MobileAction
I’m – Each day Affirmations obtained the 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 – Each 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 opponents’ model key phrases, which suggests they delivered their worth correctly within the app metadata objects; subsequently, customers are drawn to downloading them as an alternative of their opponents.
“mindfulness” key phrase search outcomes advertisements efficiency of I’m – Each 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 absolutely utilized customized product pages, which may improve their focusing on technique.
Advert inventive insights of I’m – Each day Affirmations analyzed with Artistic Evaluation by MobileAction
Their promoting technique contains 114 creatives specializing in affirmations and enjoyable 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 Developments by MobileAction.
The key phrase “Mindfulness” registers a big 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 consequence 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 Developments 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 best impressions.
Search consequence 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: Each 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: Calm down 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 varied 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 Right this moment, Abide – Bible Meditation Sleep, Block Blast!, ShutEye®: Sleep Tracker, Sound, and Treecard: Strolling Step Tracker have created customized pages, tapping into the seasonal attraction and demonstrating the flexibility of this method in person acquisition methods.
Advert creatives
Advert creatives that had been dwell throughout the 2023 Mindfulness Day analyzed with High Creatives by MobileAction
Artistic methods across the mindfulness theme fluctuate, with apps like Hearken to Nature, by Roots, BetterMe: Psychological Well being, Mindfulness Each day Affirmations, Temple Bliss: Dwell Psychics, Mindfulness.com Meditation App utilizing day by day affirmations and enjoyable 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 day by day wellness routine.
As Mindfulness Day approaches, these apps utilized the facility of focused digital advertising and marketing methods within the Well being & Health sector. Their potential to mix natural and paid acquisition, together with inventive and strategic use of advert creatives and customized product pages, underscores a complete method to person engagement and retention.
At MobileAction, we specialise in mastering seasonal advertising and marketing tendencies, significantly within the Well being & Health sector throughout essential instances like Mindfulness Day. Timing and relevance are key to success. Schedule a demo at this time 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 impression.
