Noom grows revenue by 80% through localisation on Google Play
Background
With a mission to help people live healthier lives, Noom guides their users through behaviour change programmes to create lifestyle habits and target global health challenges. Available first on Google Play, Noom has achieved success through expanding into more international markets, taking advantage of Android’s global reach.
What they did
Launching first in the US, Noom created a series of programmes tailored to their users’ specific health goals. Key to their approach is offering a holistic solution, including simple personalised tasks, progress tracking, meal feedback, and support from both personal coaches and peers. The team has a strategic approach to expanding their user base globally. Noom localised their app to better connect with users in the following areas:
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Localised product
In addition to translating their app into five languages and their Store Listing page into 11 languages, Noom conducted extensive analysis to determine the right financial model tailored to each international market. This included evaluation of their competitive landscape and local health and wellness spending behaviour, in addition to running pricing experiments to determine the optimal offering between subscriptions, IAPs or a premium app.
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Localised cuisines
When Noom started researching the Korean, Japanese, German and Latin American markets, they immediately focused on localising their food database. Using a combination of local food editors, existing food databases and user suggestions, their app now includes local cuisine and popular packaged food brands, offering a simpler and more comprehensive experience for users.
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Localised coaches
Hiring local coaches not only removed language barriers, but also reduced response times as they are located within the same time zone as their users. Using various notification types, Noom has increased user engagement by three to four times.
Results
'Android's global focus and great localisation tooling made the decision to go global much easier. Localisation to new markets has been a consistent growth driver at Noom,' said Artem Petakov, co-founder and President at Noom.
Over the last three years, Noom’s localisation efforts led to an 80% increase in international revenue growth on Android. In Japan alone, revenue increased more than 480% during the same time period. To identify future expansion opportunities, the team looks towards countries with strong Android penetration and install growth using the English product and plans to apply their localisation methods to achieve even greater success.
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