Beating Our CPA Goal by more than $1 for a Package Tracking App
Ship.com
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App Store Ads
Google Play Ads
About
Ship.com
Ship.com is an IOS and Android app that automatically tracks every package you send and receive. Get real-time package updates and ship without leaving home.
Creating a Strategy to Attract New Users
Schaefer hypothesized the biggest opportunity to capture users would be to target them when they were searching for package tracking. Ship.com’s package tracking abilities would get users to download the app. The ability to share package statuses and ship from home would keep users engaged in the app.
Schaefer created a multi-channel strategy to increase app awareness and conversions (users). Google Play Ads, App Store Ads, and Product Hunt advertising were used in combination with email and push notifications. Product Hunt would increase awareness and target potential users that like to be the first adopters of new technology. Google Play and App Store Ads would target potential users in the middle of the funnel that are searching for package tracking apps. Email and push notifications would be used to onboard new users and notify them of package updates, engaging users long-term.
Achieve a Cost Per User Below $2
Ship.com hadn’t run any paid marketing activities. The app had acquired a small base of users from the founder’s friends and family as well as organically through the App Store. They wanted to refresh their website, message, and launch the app to the public. Schaefer was tasked to grow the user base at the lowest possible cost-per-user (CPA) in the highly competitive package tracking space. We set our goal CPA at $2.00.
Beating Our CPA Goal by 2x
Ship.com grew its user base by 3x at an average cost per user of $0.70 on Google Play and $1.00 on Apple App Store Ads. Traffic increased by 4x to the website due to additional awareness.
