Identifying & Using Health & Fitness Category Seasonality Trends for App Marketing

Considered one of many verticals that seen in all probability essentially the most astronomical progress all through COVID-19 and via subsequent lockdowns across the globe was the Nicely being & Well being enterprise—nevertheless rivals is fierce! At App Growth Neighborhood, now we have now labored on quite a few apps on this class and helped them develop and dominate their space of curiosity.

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For a further in-depth take a look at the moment state of the Nicely being & Well being app class and detailed lifecycle promoting strategies, let’s see.

Acquire & revenue developments throughout the Nicely being & Well being class

Nicely being and well being apps traditionally see downloads enhance spherical Christmas and the start of the New Yr. As an illustration, individuals are sometimes gifted wearables, much like smartwatches, the utilization of which is maximized after downloading apps, subsequently the surge throughout the holiday season. Firstly of the 12 months, promoting for Nicely being & Well being apps focuses on healthful New Yr’s resolutions.

All through this second 12 months of COVID-19, the category seen one different surge in downloads in spring. Downloads then reached a low on the end of the summer season.

When looking at app revenue estimates, we don’t see the similar peak throughout the New Yr as with acquire estimates; this suggests that clients don’t often acquire subscription apps in the meanwhile. Instead,

Conversion cost developments throughout the Nicely being & Well being class

To extra understand individual behaviors throughout the Nicely being and Well being class, we’ll be taking a look at conversion cost metrics (for the purpose of this weblog, we’re solely looking at iOS info):

  • Faucet-through cost (TTR), or impression to net web page view ratio
  • Conversion cost (CVR), or net web page views to acquire ratio
  • Impression to acquire ratio (IDR)

We analyzed conversion cost info, making an attempt on the US App Retailer from October 2020 to October 2021, and positioned the subsequent insights:

  • The tap-through cost and impression-to-download ratio elevated steadily all by means of 2021. Which signifies that clients grew to develop into a lot much less extra more likely to scroll casually by search outcomes, as a substitute preferring to faucet to view or acquire apps. This suggests that properly being and well being apps gained an rising variety of mannequin consciousness all by means of 2021; consequently, clients know increased which app they’re looking out for and are a lot much less extra more likely to scroll by search outcomes.
  • The tap-through cost elevated earlier than the impressions-to-download ratio. That’s an attention-grabbing comment that signifies clients throughout the Nicely being and Well being class often are inclined to faucet by to an app net web page to be taught further reasonably than immediately acquire the app. This considerably highlights the importance of investing in ASO to optimize your app net web page and persuade retailer friends to acquire your app.
  • On frequent, apps throughout the Nicely being and Well being class report aconversion cost of 58%, one in every of many highest frequent app conversion prices out of all App Retailer courses. This helps our earlier discovering that apps on this class can rely upon sturdy mannequin consciousness and efficiently persuade retailer friends to acquire their apps. We moreover seen that Nicely being & Well being app conversion prices peaked in April/May 2021: This will very properly be because of accelerated rollout of COVID-19 vaccines spherical this time, and/or the warmer local weather encouraging further people to spend time outside/specializing of their properly being and wellbeing.

Is your app’s conversion cost above or below its class frequent? Study this weblog to examine conversion prices all through courses on the App Retailer and Google Play.

How one can reap the advantages of Nicely being & Well being app seasonality for promoting

1. Make use of the January surge

Whereas paid UA might be costlier all through this period as apps try and outspend each other to get the right retaining clients, guarantee you have got a strong retailer presence so new clients can uncover you. Centered messages with stand-out creatives that target specific personas are key to creating an affect and guaranteeing your advert funding pays off.

Be taught all about seasonality and straightforward strategies to place collectively your app for the holidays!

2. Decide web site guests peak components to your app

Analyze your info usually and reap the advantages of your private app’s seasonality developments. As an illustration, if in case you have got a biking tracker app, in all probability essentially the most web site guests you’ll get is extra more likely to be seen in early- to mid-summer, based mostly totally on exterior circumstances and typical life.

3. Optimize your retailer presence

Make certain you have got a secure ASO method in place and sometimes analyze and optimize your key phrases. It’s moreover a very good suggestion to reap the advantages of latest iOS 15 app net web page optimization choices, like using in-app events in your pure individual acquisition efforts to grab top quality clients.

Remaining Concepts

The Nicely being and Well being app class is a rising space that is proper right here to stay. There’s no question that COVID has had an enormous impact and created more-than-usual volatility. Nonetheless as points normalize, the data helps that individuals are nonetheless turning to apps to fulfill their properly being and wellness goals. As we head into the holiday season with the model new 12 months merely throughout the nook, there are numerous alternate options to make your already-established or newbie app shine.


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