Accelerating Organic Traction with App Store Multivariate Testing
We helped Talked turn their App Store listing into a trust-building experience - using psychology-led design to reduce stigma, build confidence, and drive more downloads.
Talked
Client
Year
2025
Background
Talked is an Australian platform making therapy more accessible, flexible, and stigma-free. As they scaled, they faced a common challenge in digital mental health: high intent signups that stalled before the first session, and users who needed more support to stay engaged long-term.
Key Goals
- Improve App Store visibility across high-intent keywords (burnout, stress, recovery, productivity).
- Increase conversion rates by making emotional value clearer in the first 5 seconds.
- Build a messaging system that aligned with user psychology, not just features.
Our Role
We implemented keyword optimisation, creative assets, copy and messaging, multivariate testing, app review & feedback management strategy to optimise ASO and drive momentum.
Note: Designs have been published with the client's permission.
Creative Conversion Optimisation & Insight Gathering
We redesigned Talked’s App Store listings to maximise first-impression impact and conversion using psychology-led storytelling grounded in data, not guesswork. An ASO and competitor audit revealed opportunities to build trust, simplify decisions, and strengthen clarity. Insights from ratings, keywords, and creative trends shaped a strategy to lower resistance, build trust instantly, and guide attention through emotionally engaging design.
Why It Matters
Burned-out users often experience cognitive fatigue, decision paralysis, and mistrust in “self-improvement” tools. To reach them, Talked’s creative needed to feel human and trustworthy - helping users move from hesitation to hopeful first action.
Listing Audit & Competitor Analysis
ARCHETYPE SEGMENTATION
Understanding Users Through Psychology
To design meaningful App Store screenshots, we first needed to understand the real emotions behind therapy decisions. Through behavioural data, user research, and creative testing, we uncovered the fears, motivations, and trust signals that shape how people engage with mental health apps.
We then mapped six user archetypes to guide screenshot storytelling, from those seeking reassurance to those ready for change, ensuring every frame felt empathetic, clear, and emotionally safe.
Grounded in psychology, this visual framework enabled scalable personalisation, faster creative iteration, and AI-driven optimisation that transformed Talked’s App Store into a trust-building experience, not just a listing.
CREATIVE RECOMMENDATIONS
App Store & Play Store Thematic Multivariate Testing
We tested different value propositions, visuals, and emotional framings across Talked’s App Store assets to see what best supported people considering therapy. The result was clearer, trust-building screenshots that improved installs and gave users confidence to take their first step into therapy.
Test A - Balanced Control
Test B - Authority, Science & Social Bias
Test C - Minimise Friction
Test D - Medicare Led
App Sentiment & Feedback Management Strategy
Goal: Strengthen Talked’s App Store presence by increasing 5-star reviews and emotionally resonant feedback, building trust for new users considering therapy.
Why It Matters:
For therapy, reviews are more than visibility, they’re a key trust signal. People feeling anxious want validation that Talked works for others like them before taking the first step.
What We Did:
Analysed existing review patterns to identify language themes:
Positive feedback often clustered around feeling supported, therapist warmth, ease of use, and affordability through Medicare.
Built a lightweight review request strategy
Prompts were timed around moments of therapeutic progress (e.g. after a first consult, or completing a session streak).
Used gentle, affirming copy to request feedback:
“Feeling a bit lighter after today’s session? Help others find the right support by leaving a review.”
Best Practice Tactics:
Timing is everything:
Request reviews only after a meaningful positive interaction, never at first login.
Personalised emotional framing:
Tie review requests to therapy outcomes: “You’ve taken a brave step. Sharing your story can help others do the same.”
Micro-celebration triggers:
Use milestone nudges (e.g. first consult complete, 3 sessions in a row, 1 month with Talked) to spark review flows.
OUTCOMES
What We Delivered
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