An app that grew without paid installs
I launched and scaled Kapiva's health app without any paid install spend. Within 15 months it reached 200K downloads and 30% of D2C revenue, and it has since passed 1M+ downloads.
Customers were still buying on the web
Customers were buying on the web. The goal was to move them to the app.
Three reasons to switch
Rather than ask people to download an app, we gave them reasons to: interventions in the purchase funnel and after purchase.
Coins for downloading
A reward for installing the app.
Delivery tracking in the app
Where's my order? Answered in the app.
Doctor consultations in the app
The health experience, available in the app.
Where the switch happens
All three were communicated on the order confirmation page and through WhatsApp nudges, especially delivery-tracking nudges.
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Buys on the web
The purchase happens on the website.
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Order confirmation page
Download the app and earn coins.
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WhatsApp nudge
A delivery-tracking nudge points to the app.
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Tracks the delivery in the app
Delivery tracking lives in the app.
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Doctor consultation in the app
Consultations live in the app too.
What changed
App attach rate rose from 8% to 35%. It was my biggest app-growth initiative.