Case Study: Clue achieves higher app installs and lower CPA with Phiture’s ASO and ASA strategy

Applying Mobile Growth Cycles to Drive User Acquisition

Clue, a leading menstruation tracker app, approached mobile growth consultancy Phiture to build a robust user acquisition strategy. Their challenge was to increase visibility and drive conversions across key global markets through ASO and ASA, with the goal of incrementally increasing their monthly active users and achieving significant growth by the end of 2019.

Phiture's solution began with a 360-degree audit, followed by the implementation of tailored metadata, design experiments, and localized ASA campaigns. This strategy resulted in measurable install uplifts of 7% in the USA and 6% in Germany, alongside a 35% decrease in cost per acquisition (CPA) within two months. Phiture equipped Clue's internal team with a comprehensive experiment backlog, empowering them to independently manage future mobile growth strategies.

Clue

Noah Gefen

ASO Growth Manager