Live · updated 20 Sep 2026
Case study · Marketing
Two Wheels Apart
I built an iOS app for motorcycle travellers and launched it with no budget. This page shows what I measured, what I changed and what I learned. Live.
- I set goals and measure them
- I change one thing at a time
- I publish the misses too
From seeing the app to installing it · 4 - 18 Sep 2026
- 181Saw the app in the store
- 70Opened the app page39% of those
- 25Installed it36% of those
About one in three people who open the app page install it. Very few people find the page in the first place, and that is the problem I am working on.
Where visitors come from, per day
- Other apps2
- App Store search1
- App Store browsea few
- Website0
Next 30 days: now → goal
- first-time downloads25 → 60
- product page views70 → 200
- views from the website0 → 20
- trigger per week1 / week
Timeline · what I did
- 6,712
- Followers
- 4.1M+
- Views
- 95.3%
- Non-followers
4 Sep 2026
Release on the App Store
12 Sep 2026
The first peak
20 Sep 2026
Website rebuilt as a landing page
20 Sep 2026
Measurement set up
20 Sep 2026
App Store listing in German
By 20 Oct 2026
30-day goals due
The story in four steps
01
Starting point
A map is worthless while it is empty. With no riders and no spots there is no reason to install, so the cold start is the real problem.
02
Goal
60 first-time downloads and 200 product page views in 30 days, measured per channel.
03
Method
One change at a time, each with a hypothesis, a date and a number to check afterwards. Results are published, including the misses.
04
Result so far
The page converts (36% of visitors install). Reach is the bottleneck: 181 impressions in 4 - 18 Sep 2026.
Content and effect
Which posts move the needle.
What works · @henkejulian · last 40 posts
- Reels10.8K views, typical
30 posts · typically 78 saves and shares each
- Carousels8,977 views, typical
10 posts · typically 32 saves and shares each
Reels reach the most people: a typical post gets 10.8K views. The single best posts sit far above that.
Top posts
- 011.9M9 Jul · reelthis part of montenegro left me speechless have you ever seen wild horses? #twowheelsapart
- 02936K5 Aug · reelonly the road can make up these stories #twowheelsapart #suzukidr650
- 03489K18 Jun · reelmagnificent place! #twowheelsapart #dr650
Views per post, from the Instagram API.
Followers
6,715+740 in 30 days
@henkejulian
@twowheelsapart15 followers
The app's own account. Tracking started 21 Sep, no posts yet.
Posts and the app · each dot is a post, size = views
Reel Photo or carousel App event
The first peak in app page views (12 Sep) falls on the same day as a reel with 13.2K views. Timing lines up, but one coincidence is not proof. The next step is a tracked link per channel, so an install can be traced back to a post.
Experiment log · hypothesis and result, in the open
12 Sep 2026
The first peak (an observation)
Hypothesis: Sharing the app in other apps (Instagram, WhatsApp) is what brings people to the listing.
Result: About 33 product page views that day, nearly half of the whole period. Between the spikes: 0 to 3 a day. So growth needs a rhythm, not single events.
Learning
20 Sep 2026
App Store listing in German
Hypothesis: Search brings about one visit a day. A German subtitle, keywords and description should rank for local searches (Germany is about 24 % of my audience).
Result: Live since 20 Sep. Too early to judge, App Store data lags by about two days.
Running
20 Sep 2026
Website rebuilt as a landing page
Hypothesis: Traffic from Instagram and Google needs a page that explains the app and leads to the App Store.
Result: Live with tagged links since 20 Sep. Before that the site was only a TestFlight page and brought no visits.
Running
20 Sep 2026
Measurement: one link per channel
Hypothesis: If I cannot tell which channel brought a download, I cannot decide what to repeat.
Result: Every channel has its own campaign link (App Store and UTM), and App Store button clicks are tracked.
Done
Measured with App Store Connect, Search Console, Google Analytics 4, campaign links with UTM and the Instagram Insights API. App Store figures come with a delay of about two days. With numbers this small, no result proves cause and effect: I show them as they are and read the method, not the size.