We enhanced the existing analytics setup with a Google Analytics 4 dashboard, giving the Bing team visibility of the metrics that really mattered to enable data-driven decisions.
Even with minimal marketing spend, traffic increased to the app, with seasonal campaigns seeing a direct traffic boost by 43.7%, showing the potential of leaning into cultural moments.
Improvements to the subscription flow, clearer premium value presentation, and smarter pricing helped increase ARPU, reflecting the app’s true worth in the children’s app market.
In our first project with Acamar Films & Bing, we focused on improving reliability and stability of the Bing: Watch, Play, Learn app, cutting crashes by 62% and seeing over 99% stability on iOS and Android. With this solid foundation now in place, we were ready to tackle the next exciting challenge; taking the app to the next stage of its evolution.
We had the opportunity to shift from a reactive to a proactive approach, supporting the app’s growth across three key platforms (Apple, Android, and Amazon). This wasn’t just about fixing crashes anymore, it was about unlocking the app’s true potential.
The North Star for the Bing brand was clear: expand visibility into new countries and strengthen its global presence. But before scaling, we had to focus on stabilising and improving conversion for the Watch, Play, Learn app. This meant creating a trusted environment where children felt safe and could develop emotional intelligence through familiar, lovable characters that families already cherished.
With these growth plans on the horizon and the potential to reach more users and families worldwide, we knew we needed to get the fundamentals absolutely right. The challenge wasn't just technical, it was about understanding what makes families tick, what keeps children engaged, and what motivates guardians to invest in their child's development through apps.
This led us to focus on two key objectives that would set the app up for sustainable expansion:
Revenue generation and conversions became our guiding light, informing every design and product decision whilst ensuring the user experience remained delightful throughout.
We kicked things off with a collaborative workshop and gap analysis alongside senior stakeholders, including Acamar Film’s CEO, to align on priorities and identify opportunities for both quick wins and longer-term improvements. We were so excited about the potential of the Watch, Play, Learn app, but we needed a clear roadmap to help us get there.
Our approach blended short, high-value experiments with smart tactical implementations, all while keeping things running smoothly for the current users through our ongoing maintenance support.
At the heart of this project was a clear challenge: how could we help Bing improve subscriptions to the app, reduce drop-offs, and maximise revenue, whilst still delivering that magical experience families love?
It was a delicate balance, as we didn’t want to alienate an audience Bing had already built trust with in order to push for more conversions. To keep us focused, we translated these challenges into some key questions across three critical areas:
Before we could tackle these questions properly, Bing needed better visibility into what was actually happening with their users. The existing analytics setup needed some enhancements so we rolled out a Google Analytics 4 dashboard that gave the entire team a clear sight of performance through the metrics that really mattered (such as conversion rates, churn, lifetime value, and revenue per download).
But more than just numbers, this gave everyone a common language to discuss the app’s performance and make decisions with confidence, turning conversations from “this might work” to “based on what we’re seeing, let’s do this”.
With solid data now flowing in, we were able to start making targeted improvements, ranging from redesigning key user journeys (onboarding flow) to implementing trust-building features (updated paywall screens and in-app cancellation). The Chicky Timer, already a favourite from the Bing brand, was thoughtfully designed for the app as a playful way to encourage families to explore the app’s premium offerings when their daily allowance runs out.
One of the most exciting shifts was helping Bing think beyond just the child's experience. While the app had historically focused on delighting young users (and rightly so as that's Bing's superpower), this project allowed us to consider guardians as the decision-makers they actually are.
By positioning Watch, Play, Learn in a way that resonated with the whole family, we strengthened both appeal and conversion potential for the brand. If guardians could see the developmental benefits, children are left to feel the magic, and then everyone wins.
We rolled out a comprehensive suite of improvements across analytics, user experience, and monetisation that transformed the Watch, Play, Learn app from a reactive product into a proactively optimised platform.
The enhanced analytics suite gave the Bing team a reliable, shared source of truth, providing them with confidence in their data and the decisions it informed. With clear, trustworthy visibility into user behaviour, we could experiment and optimise with real conviction, knowing that every change was backed by solid insights.
And the results spoke for themselves. By streamlining the onboarding journey from 7 to just 3 clicks for completion, we saw retention improve and drop-offs decrease by 10% in just 3 weeks. Guardians weren’t getting stuck in complex flows anymore, they could quickly understand the app’s value and get their children started on their journey.
ARPU has steadily increased over the past 5 years, with our improvements to the subscription flow, premium value presentation, and smarter pricing helping to multiply that growth. These changes also reflected the app’s true worth in the children’s app market. We weren’t just asking for families to pay for the premium subscription anymore, we were showing them exactly why it was worth the investment.
Traffic grew despite minimal marketing spend, proof that thoughtful design improvements and seasonal campaigns (our Easter in-app event that boosted direct traffic by 43.7% and demonstrated potential for creating cultural moments that families wanted to be a part of) were doing the heavy lifting. The beauty was that relatively small, data-driven optimisations delivered significant results without needing massive interventions.
Most importantly, we helped Bing broaden their app’s appeal beyond just the child's experience, positioning the brand as something that truly resonates with modern families. The project proved that with the right approach, you can drive business growth whilst staying true to what makes a brand special.
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