Mobile App · Case study
Theia Wellness App: 2.8x installs via ASO + content
A meditation app combined App Store Optimization with content SEO to drive 2.8x installs at half the previous cost per install.
2.8x
Monthly installs
–52%
Cost per install
#4
Meditation category ranking
8 mo
Engagement
The challenge
Theia was burning $9 per install on paid acquisition with mediocre LTV. They needed cheaper organic and a stickier onboarding.
What we did
- Rewrote App Store and Play Store listings with keyword optimization and conversion-tuned screenshots.
- Produced 32 meditation-and-anxiety content pieces optimized for high-volume organic queries.
- Stood up an app-content bridge — every blog post offered a contextual app feature.
- Optimized onboarding to surface the most valuable feature within the first 90 seconds.
The result
Monthly installs grew 2.8x with paid spend held flat. Cost per install dropped 52%. The app climbed to #4 in the iOS Health & Fitness/Meditation subcategory.