Driving down the Cost Per Install (CPI) for your mobile app should be an ongoing initiative. Leveraging a/b testing and a new “Lifestyle” creative campaign, DeltΔgency improved CPI by 20% above and beyond what the previous “Facebook Agency” attained after fully optimizing their campaigns (they were let go shortly after Mystro starting working with Deltagency).

Expanding and testing new channels is critical to the longevity, adaptability, and scalability of any business. While Facebook was performing at an acceptable level, Google Play Store ads delivered a CPI that was 50% less than FB. a/b testing reduced this even further.

If you are not continually optimizing your listing in the app stores, like Apple’s App Store or Google Play Store, then you will get buried by competing apps. Iterating on Mystro’s headline, description, etc. resulted in a ranking increase across several target Keywords, improved conversion (app installs) by 4%, and boosted Mystro to the 75th percentile for their category.

Mystro was experiencing a healthy volume of traffic to their website, but if prospects couldn’t make the tall commitment to convert and install Mystro’s app, they abandoned and were lost. Together, we built lead magnet & email capture infrastructure and collaborated on a “Tax Tips” Guide that evolved into “How to Make More Money in Your Rideshare Business,” which converted at a much higher rate. Now prospects become leads and Mystro can message them through a nurture campaign, converting those that may not be ready at a time when they are.

If prospects do not download the Lead Magnet “Guide” and abandon the site, they are lost. To counter this, we implemented a Remarketing campaign so prospects who abandon Mystro’s website without converting encounter display ads as they navigate to their favorite sites out on the greater web. Retargeting is extremely cost-effective at a CAC of $3.16 for an LTV of $100. Additionally, we a/b tested creative that lifted ad performance by 90% and generated clear messaging insights which guided other marketing initiatives.

While Mystro did have some drip email campaigns in place, like most startups, it was marked “Done” in its basic form long ago as they moved on to higher priority product work, common for early-stage companies. We worked together to build multiple nurture campaigns for each stage of the “Buyer Journey” leveraging a/b testing and conversion metrics to track lift and iterate where necessary.

Mystro recognized the opportunity to improve website performance even though most initiatives sent traffic directly to the Google Play Store. DeltΔgency re-framed the messaging from product-based to benefit-based via copy and image recommendations. Mystro utilized their in-house CRO tool to test iterations and improved website performance substantially.

Once users install the Mystro app, they receive a nurture drip email campaign that is intended to convince free trial users to sign up for either a monthly or annual paid Mystro subscription. DeltΔgency created a challenger email campaign that focused on user engagement and activation, highlighting the benefits, introducing features and reinforcing the “why” in “why they drive.” The challenger campaign improved 14-day trial-to-paid conversions by over 40%.

Mystro has already realized an increase in total Trial-to-Paid Conversions from 9% to 12%, a 33% increase in performance, while partnering with DeltΔgency.