increase in downloads
lower CPI
Wavve Boating, a marine navigation app, has been making waves in the boating industry by bringing nautical charts and mapping data to users’ mobile devices. As a niche player in a unique market, Wavve Boating faced the challenge of scaling their user acquisition efforts. Led by Eric Rosenthal, the Marketing Director of Wavve Boating, the company leveraged MobileAction’s solutions for both paid and organic user acquisition to overcome obstacles and achieve better results.
Wavve Boating encountered obstacles in scaling user acquisition for their Apple Search Ads campaigns. They also struggled with tracking critical in-app actions tied to their 14-day trial period, which included a hard paywall. Setting up and optimizing custom events for their app was a complex task, and without proper visibility, it was difficult to measure the success of their efforts. This lack of clarity limited their ability to scale and improve their campaigns confidently.
As Eric explained, “Previously, we were in a dark cave with a blindfold on. A lot of time was being spent, and a lot of manual reports were being exported from different platforms, we were trying to bring things together. Ultimately, we had no visibility. We weren’t really sure if the changes we were making were really making an impact.”
To address Wavve Boating’s challenges, the MobileAction team provided a set of tools and personalized support that enabled them to optimize their user acquisition strategy. One of the critical areas of focus was managing the seasonality that heavily influences the boating industry. As Eric explained, “There was a lot of work done early in the year. When we first engaged with MobileAction, we took time to understand our business, our audience, and our customers.” This early effort was crucial for ensuring that their campaigns were prepared and optimized for peak seasons.
In addition to the strategic planning around seasonality, Wavve Boating also benefited from the exceptional support provided by the MobileAction team. Regular meetings were held to track the progress of their campaigns, ensuring that key performance indicators (KPIs) were monitored and adjusted as necessary. Eric highlighted, “The team was very generous in meeting with us regularly to make sure that the KPIs we set up were being tracked weekly and monthly through our progress as we scaled up.”
The advanced tools provided by MobileAction, such as the Keyword Explorer and the ASO Report, gave Wavve Boating the visibility they had been lacking. These tools allowed the team to see the direct impact of their iterations for the first time. Eric mentioned, “MobileAction actually gave us visibility… using tools like the Keyword Explorer, looking at the keyword trends, the ASO report you provide, we could actually see the impact of iteration we were making for the first time.”
Furthermore, the CPP Intelligence product provided by MobileAction was a game-changer, enabling Wavve Boating to maximize the performance of their custom product pages. “It’s given us the confidence to really scale out the custom product pages and really make the most of the custom product page placements we have available,” Eric said. This close collaboration and the utilization of these powerful tools allowed Wavve Boating to iterate quickly and successfully on their campaigns.
“MobileAction actually gave us the visibility we needed. With their tools and support, we’ve more than doubled our downloads this year and reduced our cost per install by over 15%. The confidence we gained from having the right tools in place has been game-changing for our user acquisition strategy. You could tell they’d really taken the time to understand our business and KPIs and how the platform could be built around our needs.”
Through the use of MobileAction’s tools and strategic support, Wavve Boating achieved substantial growth in both their organic and paid user acquisition metrics.
On the organic side, the visibility provided by tools like Keyword Explorer and ASO reports allowed Wavve Boating to track and optimize their app’s performance. “We’ve more than doubled our downloads this year over last year,” Eric shared.
In addition to the increase in downloads, Wavve Boating saw an improvement in cost efficiency. By utilizing the CPP Intelligence and optimizing their campaigns, they were able to reduce their cost per install by over 15%. Eric noted, “With the tooling comes the confidence to be able to make those investments in yourself,” highlighting the importance of having the right tools to guide their user acquisition strategy.
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