How Upside Cut Cost Per Download 20% and Saved $16M in Media Spend

Upside collaborated with Moburst to enhance their app’s visibility, boost organic downloads, and improve conversion rates. We aimed to design a user-centric conversion rate optimization strategy to attract and engage users, leading them from browsing the app stores to installing the Cashback Chronicles app. The target audience for this campaign was mobile users aged 25-55, interested in travel, personal finance, value shopping, new tech, and food and drink.

To achieve these objectives, Moburst developed a comprehensive plan involving conversion rate optimization (CRO) testing and app store optimization (ASO). We implemented screenshot and video testing and allocated a budget of $15,000 for Facebook per A/B test. On Facebook, we ran campaigns targeting broad and interest-based audiences, ensuring the creative tested on media was different from the creative used on Facebook ads to prevent bias. We used tools like AppTweak, SplitMetics, the iOS App Store, and Google Play Store to measure our objectives.

The results were extraordinary. The winning creative in our first screenshot ABC test generated a click-to-install rate that was 10.4% stronger than the existing design. The winning video variation also boosted the click-to-install rate by another 9.2%. These improvements significantly reduced the cost per download by an estimated 19.7% in just the first quarter of our partnership. We delivered a total estimated value of $16 million in media savings. With the help of our monthly metadata updates, the App Store visibility score improved by 13%, and the Google Play Store visibility score improved by 28%. The iOS app has also been featured by Apple several times, resulting in millions of extra views.