The Challenge
The Poopie app had already built a loyal following by helping people with a crucial, if sensitive, health need. Our challenge was to help them turn that user loyalty into a more sustainable business. So, they brought in Wuzzon to get a full-service strategy that would boost app performance and, most importantly, increase user lifetime value (LTV) through effective app growth strategies. We knew we couldn’t just tweak one screen. We had to look at the whole user journey and find out what was getting in the way of users converting.
The Solution: A Data-Driven Approach That Got Real
Our collaboration with the Poopie team was a partnership built on shared insights and a clear vision. We understood that a user’s journey to becoming a paying customer starts long before they see the paywall. It begins with how they find the app.
Phase 1: Attracting the Right People with App Store Optimization (ASO)
We kicked things off with a full-scale ASO audit for their iOS app in the US. This was our first step because a great paywall won’t do much if you’re not attracting the right audience. Our ASO efforts went beyond a simple keyword list. We did a deep dive into:
- Keywords & Competitors: We found keywords that didn’t just have high search volume, but also showed that users were serious about finding a solution. We looked for opportunities in three key areas:
- Branded Keywords: Terms specifically related to the Poopie app and its unique features.
- Generic Keywords: Broader, high-traffic terms that are essential for getting noticed. For Poopie, these included things like “gut health,” “IBS tracker,” and “bowel movement tracker.”
- Competitor Keywords: We checked out what rival apps were doing to find new opportunities and fill in any gaps in their strategy.
- Creative Asset Optimization: The visuals on an app store page—the icon, screenshots, and app preview video—are a huge deal for turning a casual browser into an install. We figured out which assets resonated most with users and made recommendations to better show off the app’s value. As part of this, we ran A/B tests on different screenshot variations to see which layouts and text overlays did the best job of highlighting key features. This made sure that the people who downloaded the app were already excited about what it offered.
Phase 2: Unlocking Conversions with Onboarding and Paywall Analysis
Once we had the right users coming in, we switched our focus to the big moment: conversion. We completed a thorough onboarding and paywall analysis, using a mix of data to understand what users were doing in their first few minutes with the app.
Our analysis efforts included:
- Funnel Analysis: We used analytics tools to carefully map out the user journey from the very first launch to the paywall. We identified key drop-off points and figured out conversion rates at each stage. For example, we found that a lot of users were leaving the app after a specific screen, which told us there was a problem to fix.
- Behavioral Pattern Identification: By studying all this data, we confirmed that the existing paywall experience could be made much simpler and more effective. A big opportunity jumped out at us: we could make the yearly subscription plan, which was the best long-term value, way more appealing.
With these insights, we moved to the A/B testing phase. The teams used RevenueCat’s templates to design a new paywall. The main change was to show both the monthly and yearly plans side-by-side, but with one major difference: we pre-selected the yearly plan by default and showed its total cost as a more attractive monthly price. This small but powerful change was designed to make the long-term subscription a no-brainer, gently guiding users toward the option that gave them and the business the most value.
The Results
Our strategic, collaborative approach paid off. The A/B test showed that the new paywall led to a significant boost, proving how powerful a data-driven partnership can be.
- Conversion to Paying Users: Jumped from 1.78% to 2.16%
- Realized Lifetime Value (LTV): Increased by a whopping 275%
This case study is proof that a smart, data-driven partnership can achieve amazing things. By starting with a systematic ASO strategy to get the right audience and then using deep behavioral analysis to optimize the in-app experience, we were able to create a healthier, more predictable revenue stream that will fuel future growth. The massive LTV increase wasn’t a short-term win; it was a fundamental shift that created a much more sustainable business model for Poopie.
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