- Table of Contents
- How Ultrahuman Tripled Organic Conversions With Data-Driven, Digital Storytelling
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The Ultrahuman Story
The founders of Ultrahuman—Mohit Kumar and Vatsal Singhal—are devoted health fans. However, after they began trying into the expertise out there on this class to assist their health targets, they discovered the options missing each when it comes to performance and their skill to personalize. Having recognized this unmet want, in 2020, they launched Ultrahuman to leverage the facility of biofeedback and individualization to create a greater wellness app.
They teamed up with world-class athletes, coaches, and Grammy Award-winning musicians to curate a content-first platform specializing in bodily health, psychological well being, efficiency, and restoration.
Challenges
Discovering the product-market-fit
As an early-stage startup, attaining product-market match is pivotal for development. Diving deeper into the suggestions and strategies supplied by early adopters is an important element of creating product-market-fit. Accessing person conduct information can add the lacking items to the puzzle, and these insights may also help them seize customers’ enthusiasm.
Growing subscriptions
Their income mannequin is subscription-based. The ratio of customers who’ve put in the app vs. paid for a subscription is a metric the core crew watches continually. How this ratio modifications each time they implement a change within the app, be it when it comes to UI or options, can also be a helpful metric.
Optimizing the overall value of possession (TCO)
As an early-stage startup, it was essential for Ultrahuman to spend money on a advertising and marketing platform that gives refined analytics, segmentation, and engagement capabilities. This would scale back their overhead prices and assist them scale their operations over time.
Resolution
Discovering the appropriate advertising and marketing automation platform from the beginning was essential for Ultrahuman. The transmission of knowledge via a number of platforms and the ensuing integration challenges can be overwhelming for a startup the place one particular person handles a number of duties. This may additionally decelerate their skill to scale and create extra hurdles as the corporate grew and developed.
Contemplating the influence on the overall value of possession, the core crew selected the ASO World for Startups plan, combining various options like engagement campaigns, omnichannel journeys, automated segmentation, superior analytics, uninstall monitoring, and marketing campaign A/B testing.
Push Notifications and Emails for Natural Person Acquisition and Activation
As a startup looking for the product-market match, a lot of their person acquisition occurs organically. Not like larger content-first wellness platforms, Ultrahuman depends primarily on digital channels to construct model consciousness and recall. Utilizing ASO World’s full engagement toolkit, they can orchestrate and automate push notification and electronic mail campaigns.
Via campaigns, they alert customers about new product options and upcoming content material, they usually encourage customers to stick with their health journey and targets.
Automated Journeys to Perceive Customers Higher
Each person who installs the app has undergone a decision-making course of that motivated them to enhance their health. Insights into this motivation and different features of person conduct have been a strong instrument in shaping the Ultrahuman app as it’s right this moment.
When a person indicators up on the app, Ultrahuman makes use of journeys to onboard them with a welcome electronic mail that gives an outline of how the platform may also help them give attention to holistic well being. As soon as the person engages with a chunk of content material on the platform, they’re despatched one other message primarily based on their earlier session. Additional engagement campaigns are despatched on the second, third, and fifth day.
Primarily based on person conduct, the crew at Ultrahuman crafts varied personalised person tales and communicates with them at frequent intervals to construct constructive person habits and maintain them motivated. Informing customers in regards to the deserves of a coach and why a selected masterclass is unparalleled can also be essential in constructing enthusiasm across the classes.
One other strategy to maintain customers pumped up post-session is to remind them of the influence their session has on their vitals. Person preferences and previous conduct additionally assist them advocate content material and applications for future consumption.
If a person hasn’t used the platform in 15 days or is prone to churning, a re-engagement journey is activated to get them again on observe.
If a person installs and subscribes, solely to later cancel the subscription and uninstall, they attain out to the person to know their ache factors. By resolving these, the person will hopefully resubscribe. All of that is executed utilizing automated journeys.
Personalization to Enhance Person Adoption and Outcomes
What differentiates Ultrahuman from their friends within the wellness house is personalization. By reminding customers of the tangible advantages of their earlier classes — be it energy burned or enchancment in coronary heart well being and different vitals — they will enhance program completion charges, drive adoption, and enhance the person’s finish outcomes. Personalization helps them to attach a number of information factors throughout the platform in significant methods, making campaigns and journeys extremely related to every person.
Outcomes
Automated journeys and personalised campaigns have helped Ultrahuman triple natural conversions since implementing ASO World. The fastidiously crafted campaigns assist Ultrahuman inform their distinctive story, construct enthusiasm, encourage customers to come back into the app, and finally spend money on their very own well being and well-being.
