Leveraging a Robust Growth Engine to be the Next “It” App

Creating the best mobile application is only half the battle. Getting it to reach people, creating engagements, and building a habit of your app is the critical turning point for any business.  

Kia Saedi, the Regional VP of Sales for Adjust, has a chat with Rockwell Shah, the Founder of Mesmerize. Mesmerize is a mobile wellness application that provides visual and audio content for better sleep, meditation, and improved lifestyle. 

Building The Right Wellness Product 

When we look at the digital wellness space, it’s apparent that no one built a product that has the same engagement as Tiktok and Netflix. Instead, according to Rockwell, businesses need to focus on making products that are good for people and want to use. 

Rockwell spent most of this easy career working in the medical care industry and realized many problems needed addressing. He soon discovered that improper sleep was one of the most critical. 

Research showed that 70% of insomnia cases occur from overthinking. So the aim was to build an app that can help quiet someone’s mind. It started with sleep and further branched into other limbs like anxiety, depression, and much more.

Leveraging Distribution Channels

Think about what is your distribution channel right at the start when getting into the wellness business. The proper channels make all the difference. Consider the example of a product that needs integration on an insurance platform, a channel like Facebook will not do the job.

We can break these down into three avenues: 

a) SEO and ASO

Search engine optimization and App Store optimization are used to rank higher for queries. This can come from online searches or app-store searches. They work on the principle of keywords and searchable phrases. 

However, SEO and ASO are very time-consuming and can take time to develop. Therefore, this is not the most viable first step for a new business or application.  

b) Virality 

Digital virality is one way to boost your consumer base. Using content and ads that stick to the minds of people and create incredible brand awareness. However, there is no formula to crack this. It’s tough to get right, and few can do it.  

c) Paid Acquisition

The last and most straightforward alternative is the use of paid acquisitions. For brands, it comes down to knowing the ins and out of all the ads networks. This means educating users with your content and promoting actions. According to Rockwell, it’s a way to change user behavior.  

“Paid acquisition is costly if done wrong,” adds Rockwell, “Especially in the SMB sector. So just like any other skill, you have to work on it and grow it.”

Getting Around Acquisition Cost 

Mesmerize at the start mainly was an audio-content platform. They created podcasts, sleep sounds, white noises, calming music, guided meditation, and much more.

The problem behind an audio application was that most networks of promos are visual mediums. People don’t listen to the audio on ads in these applications. It’s hard to generate sizable amounts of profits when you lose them all in the wrong channel. 

This Mesmerize struck a golden idea: “What would happen if the ad was the product.” Simultaneously, users sent in feedback asking them to pair their audio content with visuals. This gave birth to Mesmerise, now a medium of visual meditation.  

This also explains the importance of using user feedback to create content. The users explained how closing their eyes brings up a lot of trauma or pain. It also creates feelings of claustrophobia and distractions. They need something more visual.  

Mesmerize also noticed that video businesses are always bigger than audio mediums.  

Using Ad Feedback 

When you use user feedback from ads to better your product or use application visuals as ads — the top of the funnel always matches the end-of-the-funnel. This also means the Cost Per Install and Cost Per Action was much lower; because you get what you see. 

If you can design acquisition strategies to get product feedback, you can generate a loop to better the product. Businesses can bucket users during the onboarding, and we keep testing the content based on acquisition channels.

This information again influences the ads. It’s the perfect never-ending loop. 

Planing The Prices Model 

A pricing model of your app is one of the biggest uphill battles. For Mesmerize, the decision was to become a subscription-based app. Many people who subscribe are those who use it for a trial period, being seven days. 

Before this, they tested a bunch of models like a one-time pay or a freemium service. Doing this experimentation leads them to believe the freemium model does not work. “It is better just to be a free app, check out the whole app and then pay for what you can,” suggested Rockwell.  

Being in the wellness space, it’s also essential to make this app affordable. If a user cannot afford it, they provide a financial assistants program. Then, the customer can send an email and unlock the app for free or at a massive discount. 

Lastly, How Do You Encourage Re-engagement? 

Based on the experience with Mesmerize, Rockwell believes that analytics is the basis for all of this. It’s about presenting something relevant and keeping them hooked. They do not believe in using “party tricks” like a discount coupon or promo code; those vanities are short-lived. 

For example, Mesmerize has a feature called “visual breathing.” It’s an animation scene that promotes better breathing. Many people do not discover this on the app at first, so they can communicate this to the user and bring them back to the app.  

At the end of the day, it’s about habit formation. If you can get the customer to use your app each day, it’s a win. And piggybacking on existing habits is another excellent approach. For example, using a medication app just before bedtime. 

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