Laundryheap – App-Growth Case Study
A scaling on-demand app, soaring acquisition costs, and install cohorts dropping off after the first wash. Here’s how a sprint-based growth framework reversed the trend across 13 cities.
Challange
Laundryheap was expanding from London into Europe, the Middle East and the US.
Paid installs were up, but first-order and repeat-order rates lagged behind:
Creative fatigue across Google UAC, Meta and Apple Search Ads.
No clear view of the full funnel—click → install → first order.
Landing pages and App-Store listings were out of sync with new brand messages.
Outcome
First-order rate rose steadily quarter-over-quarter in all active cities.
Cost-per-first-wash declined while keeping install volume stable.
The test-and-iterate playbook was adopted by the product and CRM teams for ongoing growth sprints.
(Exact figures under NDA; performance validated by Laundryheap analytics dashboard.)
Key takeaways
- Instrument first, spend second – clear tracking shows which leak to plug.
- Message-market match beats channel swaps – creative refreshes moved the needle faster than finding “the next ad platform.”
- Lifecycle nudges finish the job – installs are easy; the post-install journey is where profit lives.
Approach
| Move | Why it mattered |
|---|
| Funnel map & analytics patch – GA4 + AppsFlyer tied web clicks to first orders in the app. | Exposed real drop-offs ; let us prioritise fixes. |
| Landing + app-store rebuild – single-focus LPs, new screenshots, localisation sprint. | Higher intent before the install; better quality traffic. |
| Creative lab – 2-week cycles of UGC vs. polished video, offer vs. convenience hooks. | Found messages that pulled users into the first wash. |
| Lifecycle nudge stack – in-app prompts + email/push sequence for first 30 days. | Converted sign-ups who hadn’t booked yet; nudged repeat. |
| Channel re-weighting – shifted budget toward high-LTV cities and Look-alike audiences. | Cut wasted spend without killing volume. |
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