Goat Chat boosts traffic 5X, cuts costs by 20%, and grows revenue by 140%
using Asapty and Adapty platforms
Summary
Goat Chat - one of the biggest AI-powered chatbot apps, grew avg TTR, and increase their overall traffic volumes by 5X with the decrease of acquisition costs by 20% with joint power of Asapty for Apple Search Ads management and Adapty platform for app monetization. The total revenue increased by 140% and the number of installs grew by 27%.
Background
GoatChat is an AI-powered chatbot platform that leverages ChatGPT technologies and offers a diverse selection of AI chatbot assistants with personalized capabilities. With GoatChat, users can access a wide range of features, including art generation, conversations with historical figures, celebrities, and fictional characters, companionship, task assistance, and information support with both voice and text conversation modes. Needless to say, marketing an AI chatbot app in today's landscape is navigating through dense and highly competitive waters at a rapid pace. ChatGPT's success sparked a massive surge in AI chatbot apps in early 2023.
Apps with 'AI Chatbot' or 'AI Chat' in their app metadata saw a 1,480% year-over-year increase across app stores in Q1 of 2023. In total - 158 new AI chatbot apps were launched during this period, per Apptopia. Their downloads jumped 1,506%, while in-app purchases rocketed 4,184% compared to last year. The global chatbot market, currently worth $5.86 billion, is projected to reach $21.08 billion by 2028, growing at a CAGR of 29.18%. The rising demand for conversational AI is fueling this market's rapid expansion.
Challenges
Before coming to Asapty, the GoatChat app's team already had an established Apple Search Ads account and was using the default Apple Search Ads solution for running numerous campaigns in different markets. Their primary goals were to scale broadly and build a strong, recognizable brand while keeping a precise eye on their ROI and improving campaign profitability. To take these two pigeons with one bean, the app’s team focused on scaling in all the available markets - not just the US which is usually targeted as #1 country by many mobile app marketers.
Part of their strategy also involved using custom product pages, which had shown promising results. However, managing this vast array of keywords and campaigns across many countries without any automating tool at this point becomes more like herding cats – chaotic and exhausting.
The client's team sought a robust solution to:
- gain more control and transparency over their campaigns
- effectively manage their ads using custom product pages
- scale ambitiously across a vast number of markets
- hit cost-efficiency goals
After seeing Asapty's capabilities for Apple Search Ads control and scaling, the app's team was eager to start using the tool immediately and witness the results firsthand.
How Asapty helped Goat Chat unlock the Apple Search Ads potential
Given the vast array of chatbots available in the market and the diverse capabilities within the GoatChat app itself, creating a proper segmentation and tailoring strategy was crucial.
To achieve this, we advised the app's team to first focus on keyword segmentation, and then leverage the power of custom product pages.
We helped the customer's team organize all search terms for all target countries into clusters. Given the number of keywords and target countries, this task would have taken hundreds of hours if done manually. However, with Asapty's Keyword Suggester, which feels like having a GPS through the keyword jungle, it was completed within minutes. The tool automatically searches for all existing search terms and then assists in organizing them into lists for a smooth campaign launch.
With the keyword clusters in hand, the app's team created ad variations using custom product pages. The entire process was managed through Asapty's dashboard, where the team could view full-funnel analytics and monitor their custom product pages' performance.
This approach enabled GoatChat's marketing team to significantly improve their ad relevancy, TTR and conversion rate. It instantly brought a stunning increase in average IPM (installs per thousand ad impressions) growth from 70 to 120 in just four days. They also boosted their overall traffic volumes by 5X, all while reducing acquisition costs by 20%.
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How Asapty helped Goat Chat unlock the Apple Search Ads potential
Given the vast array of chatbots available in the market and the diverse capabilities within the GoatChat app itself, creating a proper segmentation and tailoring strategy was crucial.
To achieve this, we advised the app's team to first focus on keyword segmentation, and then leverage the power of custom product pages.
We helped the customer's team organize all search terms for all target countries into clusters. Given the number of keywords and target countries, this task would have taken hundreds of hours if done manually. However, with Asapty's Keyword Suggester, which feels like having a GPS through the keyword jungle, it was completed within minutes. The tool automatically searches for all existing search terms and then assists in organizing them into lists for a smooth campaign launch.
With the keyword clusters in hand, the app's team created ad variations using custom product pages. The entire process was managed through Asapty's dashboard, where the team could view full-funnel analytics and monitor their custom product pages' performance.
This approach enabled GoatChat's marketing team to significantly improve their ad relevancy, TTR and conversion rate. It instantly brought a stunning increase in average IPM (installs per thousand ad impressions) growth from 70 to 120 in just four days. They also boosted their overall traffic volumes by 5X, all while reducing acquisition costs by 20%.
A game-changer for Apple Search Ads scaling
Our ambitious goal was to expand beyond just the US market, which is typically the primary focus for most mobile app marketers, and scale to all existing Apple Search Ads markets.
By partnering with Asapty, we not only streamlined this expansion, growing our traffic an impressive 5X, but we also achieved this growth far more cost-effectively than we ever imagined. We actually managed to cut our acquisition costs by 20%, which was a game-changer for us.
How Adapty helped Goat Chat improve app monetization
Optimizing Apple Search Ads was only one part of the comprehensive strategy. In addition to improving their user acquisition, the marketing team at GoatChat was looking to adopt a more systematic approach to product development, specifically, using paywall A/B testing.
They had already conducted A/B tests for a major app update launched in the USA and were now focusing on their other key markets, including France, Germany, Japan, and Vietnam.
Previously using an in-house backend solution for A/B testing, GoatChat turned to Adapty for its extended capabilities and competitive pricing. They swiftly implemented Adapty to centralize revenue decision-making and aimed to use it for:
- Setting appropriate prices for different countries
- Optimizing product distribution on paywalls
- Identifying best-selling subscription variants
- Determining optimal free trial durations
With Adapty's remote config feature in Firebase, the team of the GoatChat app yielded positive results, ultimately boosting the number of subscriptions, trials, and overall revenue. They could also see all their results in one place and understand the financial impact on the implemented changes.
In 3 months the total revenue increased by 140% while the number of installs grew by 27%. The GoatChat app marketing team also noticed a considerable increase in the number of active trials (+60%) and there was also a rise in a number of new trials and new subscriptions (+260%).
Results
Through the combined power of Asapty and Adapty, Goat Chat achieved remarkable results. They increased their average TTR, boosted overall traffic volume by 5X, and reduced acquisition costs by 20%. Additionally, by leveraging Adapty's tools, the GoatChat team saw a substantial uptick in subscriptions and trials, leading to a significant boost in overall revenue. The synergy between these platforms proved to be a game-changer for GoatChat's growth strategy.