App Promotion Strategy

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

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One of many verticals that noticed probably the most astronomical progress throughout COVID-19 and thru subsequent lockdowns world wide was the Well being & Health business—however competitors is fierce! At App Progress Community, we have now labored on a number of apps on this class and helped them develop and dominate their area of interest. On this weblog, we have now partnered with AppTweak—an AGN favourite ASO instrument—to realize extra perception into seasonality traits within the Well being & Health class.


Table of Contents

Obtain & income traits within the Well being & Health class

Well being and health apps historically see downloads enhance round Christmas and the beginning of the New 12 months. For example, persons are usually gifted wearables, resembling smartwatches, using which is maximized after downloading apps, therefore the surge across the vacation season. Originally of the 12 months, advertising for Well being & Health apps focuses on wholesome New 12 months’s resolutions.

Throughout this second 12 months of COVID-19, the class noticed one other surge in downloads in spring. Downloads then reached a low on the finish of the summer time.

When app income estimates, we don’t see the identical peak across the New 12 months as with obtain estimates; this means that customers don’t sometimes obtain subscription apps at the moment. As a substitute, revenues begin rising steadily round spring earlier than leveling off on the finish of summer time.

Conversion price traits within the Well being & Health class

To additional perceive person behaviors within the Well being and Health class, we’ll be having a look at conversion price metrics (for the aim of this weblog, we’re solely iOS information):

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

We analyzed conversion price information, wanting on the US App Store from October 2020 to October 2021, and located the next insights:

  • The faucet-through price and impression-to-download ratio elevated steadily all through 2021. Which means that customers turned much less prone to scroll casually by means of search outcomes, as a substitute preferring to faucet to view or obtain apps. This implies that well being and health apps gained increasingly model consciousness all through 2021; in consequence, customers know higher which app they’re in search of and are much less prone to scroll by means of search outcomes.
  • The faucet-through price elevated sooner than the impressions-to-download ratio. That is an fascinating commentary that signifies customers within the Well being and Health class usually tend to faucet by means of to an app web page to study extra relatively than instantly obtain the app. This notably highlights the significance of investing in ASO to optimize your app web page and persuade store guests to obtain your app.
  • On common, apps within the Well being and Health class report a conversion price of 58%, one of many highest common app conversion charges out of all App Store classes. This helps our earlier discovering that apps on this class can depend on sturdy model consciousness and successfully persuade store guests to obtain their apps. We additionally noticed that Well being & Health app conversion charges peaked in April/Could 2021: This may very well be because of the accelerated rollout of COVID-19 vaccines round this time, and/or the hotter climate encouraging extra individuals to spend time exterior/specializing in their well being and wellbeing.

Find out how to make the most of Well being & Health app seasonality for advertising

1. Make use of the January surge

Whereas paid UA will be dearer throughout this era as apps attempt to outspend one another to get the most effective retaining customers, be sure to have a powerful store presence so new customers can uncover you. Centered messages with stand-out creatives that concentrate on particular personas are key to creating an influence and making certain your advert funding pays off.

2. Determine visitors peak factors in your app

Analyze your information frequently and make the most of your personal app’s seasonality traits. For instance, you probably have a biking tracker app, probably the most visitors you’ll get is prone to be seen in early- to mid-summer, based mostly on exterior situations and typical life.

3. Optimize your store presence

Be sure to have a stable ASO technique in place and frequently analyze and optimize your key phrases. It’s additionally a good suggestion to make the most of new iOS 15 app web page optimization options, like utilizing in-app occasions in your natural person acquisition efforts to seize high quality customers.

Last Ideas

The Well being and Health app class is a rising area that’s right here to remain. There’s no query that COVID has had a huge effect and created more-than-usual volatility. However as issues normalize, the info helps that persons are nonetheless turning to apps to satisfy their well being and wellness objectives. As we head into the vacation season with the brand new 12 months simply across the nook, there are many alternatives to make your already-established or beginner app shine.