Challenge
Workout for Women is a leading mobile application designed to help women achieve their fitness goals through structured workout programs. It offers a variety of exercises, progress tracking, and personalized plans tailored to different fitness levels.
The challenges were:
- Reduce the Cost per Purchase (CPP);
- Scale traffic effectively increasing the volume of purchases via Web funnel;
- Acquire new paying users, mostly in Tier 1 markets;
- Produce well-performing creatives.
Solution
To achieve these goals, Applica designed a strategy:
Focus exclusively on Meta Ads due to client’s existing setup and most relevant traffic and audience
Launch with broad targeting and analyse CPA
Review campaigns to identify top-performing GEOs (US, Canada, Australia)
Reduce CPA by combining top GEOs and gradual scaling
Leverage Meta’s flexibility for ad hypothesis testing.
User Acquisition:
Between July and October 2024, Applica managed paid acquisition campaigns on Meta, targeting Tier 1 countries through web-based funnels. The campaigns primarily focused on women aged 21 to 55, aligning with the client’s core audience.
Top-performing GEOs
Demography
Creatives
Our team produced 200+ ad creatives. Used a high-CTR visual of a woman performing squats, a clear FREE headline, and a calendar-style layout to clearly showcase the training program.
Example of top-performing creative
Results
Applica’s approach delivered substantial improvements in both acquisition efficiency and subscription growth within just four months:
27x subscription growth
5x reduction in Cost per Acquisition on Web2Web landings.
x5
Cost per Acquisition reduction
x27
Subscription Growth
Client feedback
Thanks to Applica's optimization expertise, we saw an increase in app revenue and overall growth.
Kevin Pak
Partner at Retrolabs
