50 million users, 5 key strategies: Lessons From Lose It!

Lose It!, a pioneering health and wellness app, shares its strategies for achieving substantial user growth, emphasizing the importance of organic growth as the foundation for reaching 50 million users. Erin Webster-Shaller, VP of Marketing, and Paul Apollo, Senior VP of Operations, highlight the significance of offering excellent free products to upsell users to premium subscriptions without compromising brand integrity. They discuss the benefits of a prolonged onboarding process, termed "longboarding," which enhances user engagement by promising a tailored experience. The app leverages user success stories to drive word-of-mouth marketing, further strengthened by App Store Optimization (ASO) efforts. Encouraging users to explore premium features during trial periods, alongside offering discounts to non-converting users, proves effective in boosting conversions. Data analysis and A/B testing are crucial for identifying actions that predict user subscriptions, with in-app messaging found to be more impactful than traditional push or email notifications. Throughout its journey, Lose It! has maintained a consistent strategy and mission, highlighting that sustainable app growth relies on pleasing users and continuously adapting successful approaches.