From Static Screens to Engagement: Fueling User Growth

TL;DR

Welltory is a health and wellness app that turns smartwatch data into clear, daily guidance. The team replaced static screens with interactive stories at key moments in the app. Stories now guide onboarding, explain subscription options, teach smartwatch setup, and deliver personalized tips. Results: 70% of mobile users engage with stories monthly, 700,000+ story opens per month, and an average 12.5% conversion from a story to an offer or feature.

Who Welltory Serves and How the App Works

Welltory connects to smartwatches and reads signals like heart rate variability, sleep, and activity. The app translates those signals into insights on stress, energy, and overall health. It then offers practical recommendations that help people adjust routines, pursue fitness goals, and improve performance. 

The business model includes a free tier and premium subscriptions. Growth depends on turning free users into paid subscribers and keeping both groups engaged over time.

What Was the Challenge?

Despite offering a compelling value proposition, Welltory faced some key challenges in achieving their business goals:

• Conversion Rates Improvement: Welltory is always demanding to convert a significant portion of their free users into paying subscribers. While the free tier offered a taste of the app's capabilities, it wasn't effectively convincing users of the added value provided by the premium features.
• Retention Challenges: Maintaining user engagement and preventing churn among existing subscribers was another hurdle. Free users might lose interest without a clear understanding of the benefits a paid subscription could offer. Existing subscribers, even with premium features, needed ongoing motivation and personalized guidance to stay committed to their health goals.
• Communications in Mobile App: Traditional communication methods like push notifications and emails were proving insufficient. Welltory needed a more engaging and interactive way to deliver the necessary messages at the right user journey points of their mobile app with the most personalized content.
   

Implementation of Stories with InAppStory and its Impact

Welltory adopted an in-app stories layer to create a visual communication channel inside the UI. Building the same system in-house would have required time and resources. With the platform approach, the team placed short, interactive stories at the exact moments when people needed help. Stories could be created, scheduled, and refined without changing core app flows.

Revolutionizing Onboarding

Static onboarding screens were a thing of the past. Welltory crafted captivating stories using InAppStory to introduce new users to the app's functionalities and highlight the value proposition. These interactive stories provided a more engaging and informative experience. Users weren't just passively reading, they were actively participating in learning about the app's benefits, leading to a better understanding of how Welltory could empower their health journey.

Simplifying Subscription Management

Gone were the days of confusing subscription options presented in text-heavy menus.  InAppStory facilitated the creation of clear and concise visual stories explaining the various subscription tiers and their associated features. Users were presented with an engaging and easy-to-understand explanation of what each subscription offered. This empowered them to make informed decisions about not only upgrading to a premium subscription but also re-engaging users who have already unsubscribed, which potentially boosted conversion rates. 

Smartwatch Tutorials Made Easy

Welltory leveraged InAppStory to develop interactive tutorials that guided users on how to set up and utilize their smartwatches seamlessly. These engaging stories eliminated confusion and ensured users could leverage the full potential of the smartwatch integration.  Unlike traditional written instructions, InAppStory allowed users to follow along with visual cues and interactive steps, making the learning process smoother and more enjoyable.

Personalized Stories for Enhanced Engagement

InAppStory's capabilities allowed Welltory to create personalized stories tailored to individual user data and health goals. These targeted stories offered relevant recommendations and motivational content, fostering a sense of connection with the app.  Imagine receiving stories with personalized insights about your sleep patterns and suggestions for improvement – that's the power of Welltory's approach with InAppStory.  This targeted communication kept users invested in their health journey by providing actionable guidance specific to their needs.
 

The flexibility offered by InAppStory was another hidden key factor contributing to Welltory's success. The platform allowed them to experiment with different story formats, content types, and CTAs (Calls to Action). This ongoing optimization process enabled Welltory to continuously refine their stories and maximize their impact on user engagement and conversion rates.

Why This Worked

• Visual over verbal. Short, focused stories are easier to process than long screens.
• Right moment, right place. Help appears where the task happens, not in a separate channel.
• Personal context. Content tied to a user’s data feels relevant and actionable.
• Small loops, frequent wins. Stories ask for one simple action at a time, which builds momentum.
• Room to improve. The team can test, learn, and tune stories without heavy development.
   

Business Results: A Story of Growth and Engagement

The integration of InAppStory proved to be a game-changer for Welltory. By leveraging the platform's capabilities, Welltory achieved significant improvements across key business metrics:

• Mobile App Stories Engagement: Over 70% of Welltory's mobile app users engage with the stories format at least once a month, making it one of the top engagement metrics among all clients.
• Stories Reach and Impact: Welltory generates over 700,000 story openings per month, with a majority of these views coming from educational and product-focused stories.
• Story-Driven Conversions: The average conversion rate from stories to an offer or feature is 12.5%, demonstrating the direct impact of storytelling on user behavior.
   

InAppStory's flexibility and experimentation capabilities also played a crucial role in Welltory's success. By continuously testing different story formats, content styles, and CTAs, Welltory was able to optimize their stories for maximum impact. This data-driven approach allowed them to refine their communication strategy and deliver a more personalized and engaging user experience.