April 2023

Pippin App's Journey to Optimizing Subscription Conversions

Through a comprehensive app growth audit and strategic implementation of key recommendations, Pippin App successfully addressed its challenges and achieved remarkable results. By redesigning the user onboarding process, implementing customer journey map for retention and engagement strategies, Pippin App experienced a substantial increase in subscription conversions. The case study of Pippin App exemplifies how a systematic and data-driven approach to app growth can unlock.


App Growth Audit, App Growth Consulting


iOS & Android

Result #1

Install-to-Subscription Conversion

Result #2

Consistency in the app marketing funnel

App Overview

Pippin is a comprehensive parenting tool designed to assist children with speech delays in gaining necessary language skills. With access to speech therapy assistance and a wide range of speech delay activities, the app aims to improve children's ability to learn and speak. The platform provides speech games and tools, carefully curated in multiple stages and released weekly to facilitate language learning.

Challange, Goals & Solution

Pippin App faced several challenges that we discovered during initial consultation that hindered its growth and revenue generation:

  1. Lack of User Onboarding: The absence of a well-designed user onboarding experience impacted bottom-of-the-funnel conversions, resulting in poor conversion rates from downloads to registrations and subsequent subscriptions.
  2. Insufficient Retention & Engagement Strategy: The app lacked a comprehensive plan to retain and engage users, which is crucial for sustained growth. Implementing notification strategies and omnichannel communication based on user behavior became essential to drive user engagement.
  3. Absence of ASO & Paid UA Strategy: Without an App Store Optimization (ASO) strategy in place, the app struggled to gain visibility and increase organic downloads. Additionally, the lack of a paid user acquisition strategy affected cost per installs (CPIs) and hindered growth.
  4. Ineffective Reviews and Ratings Optimization Strategy: The app did not have a strategy to optimize reviews and ratings, which play a pivotal role in download conversion. Improving the app's reputation through positive reviews and ratings became crucial to attract new users.


  • Establish a consistent and predictable app marketing funnel for acquiring users.
  • Increase app downloads in the UK, US, and other English-speaking countries.
  • Enhance Daily/Monthly Active User (DAU/MAU) numbers.
  • Improve conversion rates from downloads to subscriptions.


To address these challenges and achieve the desired goals, a thorough app growth audit was conducted. The audit identified key areas for improvement and provided actionable recommendations. The following solutions were implemented:

  1. Redesigning User Onboarding: A revamped user onboarding experience was designed to guide new users seamlessly through the app, showcasing the value of premium content and encouraging subscriptions.
  2. Building Customer Journey Map for Implementing Retention & Engagement Strategy: A robust strategy utilizing push notifications and omnichannel communication based on user behavior was implemented to enhance user engagement, leading to increased retention rates.


The implementation of the recommended solutions yielded remarkable results for Pippin App:

  • Conversion rates from installs to paid subscriptions increased by 167%. (From 1.5% to 4%).
  • Consistency in the app marketing funnel was achieved, making the app ready for an effective and efficient acquisition of a steady stream of users.

Our Impact

Partnering with the AppDNA team to optimize our app, Pippin, has been an incredible experience. Their expertise in app growth strategies and their dedication to our success have truly made a difference in our business.

AppDNA conducted a comprehensive app growth audit and provided us with actionable recommendations tailored to our specific challenges. They helped us address critical areas such as user onboarding, retention, ASO, and reviews optimization. Their insights and guidance allowed us to revamp our user onboarding process, implement effective engagement strategies, improve our app store visibility, and optimize our reviews and ratings.

The results have been outstanding. Our conversion rates from installs to paid subscriptions increased by a remarkable 167%.

We wholeheartedly recommend AppDNA to any app owner looking to unlock their app's full potential. Their expertise, professionalism, and commitment to delivering tangible results are commendable. It has been a pleasure working with the AppDNA team, and we look forward to continuing our partnership
I had the pleasure of working with AppDNA on an app growth audit for my blood pressure app, and I'm thrilled with the results. The audit helped increase our organic visibility and downloads, which has had a significant impact on our business.
Blood Pressure Tracker+
AppDNA is the best ASO Agency for Google Play and App Store I know. They were able to identify the most important factors to improve our app's visibility in the stores and they delivered results quickly. AppDNA team have in-depth knowledge on how to boost our app subscription monetization performance.
Martin Luther
Product Designer at Uber.INC
Working with AppDNA was a great time. They helped Aion Bank optimize ASO during launch phase in Belgium. They helped us increase conversion by 251% . They also increase organic downloads by 71% which help us lower total customer acquisition cost.
Martin Luther
Product Designer at Uber.INC
Martin Luther
Product Designer at Uber.INC
Head of Brand Marketing
Aion Bank
Martin Luther
Product Designer at Uber.INC
Martin Luther
Product Designer at Uber.INC

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