# Applying Mobile Growth Cycles to Drive User Acquisition

- Link: https://phiture.com/success-stories/clue-case-study/
- Published: 2021-02-17T17:24:58+01:00
- Author: Otas Temelis

# Applying Mobile Growth Cycles to Drive User Acquisition

![clue case study](https://phiture.com/wp-content/uploads/2021/02/Header-min.png)

7%

uplift in installs in the USA Apple Store and Google Store listings

6%

uplift in installs in the German Apple Store and Google Store listings

4%

uplift in installs in the Mexico Apple Store and Google Store listings

35%

decrease in CPA in 2 months

---

Table of Contents

 * [The Challenge](https://phiture.com/success-stories/clue-case-study/#the_challenge)
 * [The Solution](https://phiture.com/success-stories/clue-case-study/#the_solution)
 * [Before & After](https://phiture.com/success-stories/clue-case-study/#before_after)
 * [The Results](https://phiture.com/success-stories/clue-case-study/#the_results)

## The Challenge

Clue were already one of the world’s leading menstruation tracker apps when they
first approached Phiture, helping over 11.6 million users across 180 countries better
understand their bodies and take control of their reproductive health. To support
their continued growth, Phiture were engaged to build a robust, holistic user acquisition
strategy around ASO and ASA that would help increase visibility and drive conversion
across key locales. The target was to incrementally increase monthly active users
month-on-month and achieve significant user acquisition by the end of 2019 — as 
well as share our industry expertise with Clue’s growth team to help them independently
manage ASO in the future. 

“Phiture came on board and immediately established a strong connection with our 
brand identity and understood our growth challenges. They worked together seamlessly
with our design team and developed impressive visual tests, launched interesting
ASA discovery campaigns, and helped us understand how the subtle nuances of localization
can have a big impact on our target markets. The initial audit, as well as the experiment
backlog, has allowed me to move forward and develop long-term ASO strategies internally.”

**Noah Gefen, ASO Growth Manager, User Acquisition + Influencer Marketing Strategy**
**
@ Clue**

## The Solution

We started the engagement by carrying out a 360-degree audit, collecting key learnings
about Clue’s position in the market, identifying competitors, and scoping opportunities
for ASO & ASA. After a four-week turnaround, we came up with a series of metadata
and design recommendations based on existing assets in the App Store and Google 
Play Store and created a series of ready-to-test experiments in the US, Brazil, 
Mexico, and Germany. Phiture’s creative department worked in close tandem with the
design team at Clue, paying special attention to logo modifications and creative
refreshes, while our localization team ensured all assets were carefully tailored
to suit each target market.

For ASA, Phiture’s Performance Marketing Team launched a discovery campaign that
revealed telling insights about Clue’s main target audience and uncovered new, highly
relevant keywords. They then formulated a strategy that leveraged single keyword
ad groups and employed optimization scripts with automatic spending caps for each
market based on age and tap-through rate.

## **Before & After**

 ⌊clue case study⌉ ⌊clue case study⌉

## The Results

After 3 months of managing Clue’s App Store and Google Play Store listings, the 
team conducted a total of 8 experiments and recorded install uplifts of **7%**, **
6%**, **4%**, and **6%** in the USA, Germany, Mexico, and Brazil respectively. For
ASA, the scaling factors deployed by the team allowed us to identify which markets
had high CPAs relative to the USA. With these insights, we were able to streamline
spending and optimize ROI, driving CPA down by **35%** in 2 months.

As much as we enjoy reaching milestones, the real value lies in learning how we 
got there. Above all, our findings revealed that there’s no one size fits all solution;
a conversion driver in the USA might not have the same effect in Mexico or Germany
or vice versa. We signed the engagement off by sharing a comprehensive experiment
backlog with Clue’s internal growth team, highlighting all our results, conclusions,
and recommendations, leaving them well-positioned to develop and launch their own
mobile growth strategies moving forward.

---

Founded by Ida Tin, Clue is a VC-­backed startup based in Berlin helping over 12
million people each month get insights into their reproductive health via our Android
and iOS apps. They collaborate with world-leading universities and institutes to
advance female health research with their dataset and deliver essential education
about health, periods, and sex via their website, helloclue.com.

 

**Client:** Clue
 **Website: **[https://helloclue.com/](https://helloclue.com/) **
Services: Managed ASO and ASA**

![clue logo](https://phiture.com/wp-content/uploads/2021/08/clue-logo.png)