The challenge

The main challenge was twofold:
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- Increase organic traffic without branding: The goal was to go from 671 clicks in December 2023 to 52,000 monthly clicks by December 2024, starting from a modest baseline (around 260 monthly clicks before the intervention).

- Generate interaction and conversion through CTAs: The goal was to go from 0 clicks on calls to action (CTAs) to 3,350 clicks per month, with a cumulative target of around 20,476 clicks, thereby driving app downloads.

Our solution

To overcome these challenges, we designed and implemented a comprehensive strategy that focused on:

- Content optimization and SEO: We created quality content designed to meet the needs of families seeking to improve their children's sleep. This not only helped position the app in organic, non-branded searches, but also attracted an audience interested in solutions for their children's well-being.

- Improved user experience and effective CTAs: We redesigned the calls to action to be clear, attractive, and easy to follow, guiding users from discovery to app download.

- Focus on organic growth: The strategy was geared toward capturing users through natural searches, without relying on branded terms, which allowed us to reach a broader and more diverse audience.

RESULTS

The results exceeded our expectations and demonstrated the impact of the strategy:

- Organic traffic: The app went from 1,640 clicks at the start to 64,100 clicks in November 2024, reaching a daily peak of 3,085 clicks.

CTA interaction: There were 24,882 clicks on calls to action, exceeding the annual target of 20,476 clicks, reflecting a high level of engagement.

Conversions: Over 4,577 users downloaded the app, confirming that the path from traffic and engagement to conversion was successful.

Furthermore, in a competitive market environment, the app managed to position itself above well-known rivals, showing strong potential to catch up with industry leaders.

In summary, this case demonstrates that, with a well-focused strategy on content and user experience optimization, it is possible to transform a challenge into a resounding success, driving organic growth and conversion in a competitive market.

Conclusion

In less than a year, we managed to multiply the organic traffic of this child welfare app by 39, going from 1,640 to 64,100 monthly clicks, representing a growth of 3,808%. In addition, we achieved 24,882 clicks on CTAs, exceeding the annual target by 21%, and obtained more than 4,577 downloads of the application. This case demonstrates how a strategy focused on content, SEO, and user experience can translate into exponential results in a sector as sensitive and competitive as family wellness.
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