MyFitnessPal App Store Creative

To optimize performance in the App Store, we tested two versions of copy and imagery to see what resonated most with potential users. Ultimately, Version 2 won—users responded more strongly to clear, concise messaging and visuals that immediately showcased how the app works. Sometimes, straightforward really does sell.

Version 1:
Told a story-driven narrative focused on how MyFitnessPal helps users reach their goals—highlighting emotional and physical benefits. It paired lifestyle photography with app screenshots for a more inspirational feel.

Version 2:
Used shorter, feature-focused copy with visuals that leaned heavily on the app interface, emphasizing functionality over feeling.