In today's mobile marketing landscape, Health & Fitness apps are more than just a trend; they're a necessity for millions looking to manage stress, find peace, or simply get a good night's sleep. Yet, if you're working on developing one of these apps, stress could be your middle name! The competition is brutal, and you as a team need to be agile in everything. That's why this week, we’re turning the spotlight on Breethe: Sleep & Meditation, an app that captures our attention in our "Custom Product Pages (CPP) of the Week" series.

The Competitive Landscape for Meditation and Sleep Apps

The Health & Fitness category is fiercely competitive, especially the meditation and sleep aid subcategories. Keywords like "meditation" and "sleep" score 52 and 54 respectively in the US App Store. Breethe has an overall visibility score of 78 in the US but doesn't rank in the top 10 for either of these high-competition keywords, which tells you just how challenging the landscape is.

Breethe’s App Store Default Product Page

Diving into Breethe’s default product page, it’s clear that they’re employing several best practices. 

• Highly readable captions in the screenshots
• Social proof from featured platforms
• Additional social proof through positive reviews
• Relevant statistics shared transparently
• Clear and well-designed UI screens

Sleep Aid Focused Custom Product Page

Now, let's examine two of Breethe's active CPPs from a total of 10. First up is their Sleep Aid CPP. They've brought over the best practices from their default product page but tailored them specifically for the sleep aid feature. The background is customized, the statistics are feature-specific, and the captions and UI screens are completely unique.

To give you an idea of how effective this is, Breethe captures 18% of the impression share for the keyword "free sleep apps" on the Apple Search Ads platform. They also dominate the impression share for many other sleep aid-related keywords.

Meditation Focused Custom Product Page

Once again, Breethe goes above and beyond! The background, statistics, social proof, UI screens, and headlines are all customized for meditation in this Custom Product Page design. Just like in the previous Custom Product Page, their focus is entirely on the feature they want to showcase.

With this CPP, Breethe captures 85% of the impression share for the "guided meditation free" keyword and much more. To be more specific about "much more," the app captures over 50% of the impression share for 192 keywords that include the word "meditation" in US Apple Search Ads.

For the sake of the length of this blog article, we showcase only 2 custom product pages of Breethe. However, they have 10 active custom product pages that are running with their Apple Search Ads in the US. And all 10 custom product pages are equally unique in terms of the feature or value proposition they want to showcase.

While their bigger competitors with larger ASA budgets are still figuring out what to do with custom product pages, Breethe is already rocking it! We salute the Breethe team for their excellent work in mastering this intricate aspect of app marketing.

If you’re a developer or marketer in the Health & Fitness app space, there's a lot to learn from Breethe's carefully executed strategies. So, stay tuned to OtherWayAround's blog for more deep dives into the ever-evolving world of app marketing!

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(The metrics and data concerning to App's Apple Search Ads visibility score, Keyword's Search score, and keyword coverage of apps cited in this blog post are sourced from MobileAction.)

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