Categories: Health & Fitness, apps for health metrics tracking and back exercises
Period: March, April 2026
The client develops several apps in the Health & Fitness category. Under the NDA, we do not disclose the product names, so this case study uses only app categories and anonymized data.
The work focused on two products:
a health metrics tracking app
a back exercises and posture app
Challenge
The goal was to strengthen organic growth in priority countries and understand which ASO hypotheses work best across different markets.
The JenLi team worked with metadata, locales, indexing, creatives, Custom Store Listing, and competitor analysis.
What we did
We ran ASO iterations for two Health & Fitness apps in priority markets: the United States, Italy, Poland, Canada, the Netherlands, Germany, France, and Spanish-speaking countries.
For each market, we adapted metadata to local search demand. In the United States, we also used a Spanish locale and expanded the keyword set for different search scenarios. In Poland and France, we focused on strengthening local keywords.
At the same time, we continued A/B testing creatives, prepared a brief for new screenshots, launched a Custom Store Listing to bring inactive users back, and added onboarding and paywall competitor analysis to the work plan.
Results
Health metrics tracking app
+133.3% organic installs in Italy after the March iterations
+16% organic traffic in the United States after the April iteration
+230% organic installs in Poland after the first local iteration
+15.89% page conversion growth in Poland over the last 28 days
Over the last 28 days, organic installs also grew by +20.09% in the United States and by +202.56% in Poland.
Canada and the Netherlands did not show a stable positive response in April, so the team continued monitoring these markets and planned repeat iterations after analyzing the full month.
Back exercises app
+7.41% organic installs in Germany after the March iteration
+38.18% organic traffic in the United States after the second April iteration
+22.5% organic installs in France after the first local iteration
a Custom Store Listing was launched to bring inactive users back
a brief for new default screenshots was prepared
Over the last 28 days, organic installs also grew by +20.83% in the United States and by +20.83% in France, while the page conversion rate in France increased by +5.03%.
Conclusion
ASO iterations helped increase organic growth in Italy, Poland, the United States, Germany, and France. The strongest result came from Poland: +230% organic installs after the first local iteration.
The case confirmed that in Health & Fitness, ASO should go beyond metadata. Locales, creatives, indexing, and Custom Store Listing also play an important role.