360° Audit:Phiture began by creating an overview of Pura Mente’s current mobile growth efforts. Not only did this include performing an ASO audit on Pura Mente’s current app store practices, but a review of additional growth activities such as Performance Marketing, Retention and Customer Relationship Management, User Interface and User Experience. By identifying where the initial strengths and weaknesses lay, Phiture found a number of opportunities for development and could confidently make recommendations for areas requiring further attention during the experimentation phase. Experimentation Phase:Drawing on the expertise of its Design, Performance Marketing and ASO teams, Phiture entered into an experimentation phase where different variables of video, product screenshots and descriptive copy were A/B tested against one another over a six month period. By experimenting in this way, and by building on the cumulative learnings of 25 iterations, Phiture was able to accurately identify the optimal combination of app store page components for Pura Mente’s future install growth. Upon conclusion of the cooperation, Phiture was able to provide Pura Mente with a solution for producing “creative hits” by first testing creative concepts and then extending the resulting wins through a process of iteration. The themes and variants used to build these creative assets were defined by Phiture’s marketing and creative staff, with regular input from data and product teams too. In this way Pura Mente were able to benefit from Phiture’s established culture of cross-team collaboration.