Consumer appHealth and fitnessIn-app funnelsBuilt on CleverTap
The app already had the traffic. Every screen became a way in.
Healthify's free users opened the app every day to log meals and track progress. The Mouse Trap turned 11 of the app's surfaces into funnel entry points, each routing users to the plan that fit them.
The app
Healthify, with free users and paid coaching and medical plans.
The traffic
Free users, inside the app every day for logging and tracking.
The opportunity
Every screen they already visit could lead somewhere.
The bet
Catch users where they already are, and route each one to the plan that fits.
Pain point
A subscription app's biggest audience is already inside it. Free users open it to log a meal, check a coach message or look at their progress, and every one of those visits is a chance to move them one step closer to a paid plan.
Treating a single plans page as the only route to conversion leaves most of that traffic untouched. And one offer for everyone ignores the difference between a new free user, someone whose plan ends in three months, and someone who has already lapsed.
The job was to make every surface part of the funnel, and make each one send the right person to the right place.
The top of the funnel was already inside the app, every day.
What I did
- 01
Turned 11 surfaces into entry points.
Home-screen banners in three priority slots, food card hooks, the coach tab, override screens, push, WhatsApp, SMS and RCS.
- 02
Routed users by who they are.
Three cohorts across three segments. Free users were bucketed by age and BMI, renewal users were picked up 90 days before their plan ended, and ex-premium users went to win-back.
- 03
Built the cascade.
Banner, push, override, WhatsApp, then Kwik. If one surface did not convert a user, the next one picked them up.
- 04
Measured every surface on revenue.
Each surface was tracked for what it earned, so the strongest ones could be named and scaled.
The routing
| Cohort | Who | Routed to |
|---|---|---|
| Free users | Bucketed by age and BMI | Medical, coaching, smart or Healthify+ plans, or a free consultation |
| Renewal users | 90 days before the plan ends | Renewal, the store, or referral |
| Ex-premium users | Lapsed subscribers | Win-back |
Results
In-app surfaces turned into funnel entry points
Cohort and segment routes, three by three
Of Healthify+ revenue from the Plans page
Of Healthify+ revenue from the returning-user welcome screen