Projects
Overlook Maps
Growing a navigation app that delivers personalized suggestions to users
Overlook Maps is a US navigation app that offers personalized recommendations for routes and stops — an innovative alternative to Google Maps and Apple Maps. With features like choosing scenic routes or automatically locating restaurants that match your preferences, we saw massive potential in the app. However, among other issues, previous ad campaigns were optimized only for traffic, resulting in zero relevant outcomes.
Objectives:
Maximize sign-ups on the app's waitlist
Identify the most effective communication angles for 3 user types
Validate interest before the official launch
Post-launch: maximize number of users at the lowest possible cost per install
Our Approach
Meta Ads
- Switched the optimization objective from traffic to waitlist sign-ups, to measure what actually matters
- Collaborated with the internal creative team to build benefit-driven ads for each user type
- Tested 4 different landing pages, scaling the top performers
- Continuously analyzed cost per sign-up and adjusted messaging for more efficient conversion
- After the official launch, worked with the tech team to set up in-app conversion tracking
Results
The testing and goal-oriented optimization strategy quickly delivered results:
Cost per sign-up reduced to $3.66 in month one
Dropped to $2.12 in month two
1,540 beta testers gathered at a cost of just $0.89/user
Cost per app install under $0.60
