How Rootd grows

At launch, checked keywords in Sensor Tower or Appfigures: 'panic attack' was low competition and low volume, 'anxiety' had more volume and competition. Resisted the temptation to go for 'anxiety' and positioned on 'panic attack' to match the core feature (the red Rootr panic button). Users arriving via that keyword got exactly what they searched for and left reviews (often containing the product-page keywords), which she believes reinforces ranking with Apple and Google.

New users get a daily quote push notification for their first seven days; after that, daily quotes are a premium feature.

With no ad budget and no traction, launched on World Mental Health Day (October 10) and sent the story to local journalists, who like promoting local businesses. Once the app made lists (Healthline) and got a Glamour article, used that coverage to pitch more press in the US and Europe. Every October 10 since, issues a big press release and update.

Each December/January, plans one big update per month (small updates still ship weekly), each tied to a story with press and an in-app event. Feb-Sep have set stories (e.g. May, Mental Health Month: autoplay for the Rootr panic-button prompts so users can close their eyes); Oct-Nov adopt new iOS features, December is holiday-themed, January new-year. Also pegs stories to world events, e.g. a visualization for athletes launched around the World Cup amid athletes discussing anxiety.

Founder Anya targeted 'panic attack', a lower-volume but lower-difficulty keyword than 'anxiety relief', to rank first.

Downloaded and tried existing anxiety apps and read their user reviews; found a common gap: identifying what a panic attack is and getting through one in the moment. Sketched the app in a notebook, taught herself to make wireframes in Photoshop and Illustrator, couldn't afford an agency, then had a student developer build the MVP (a panic attack button walkthrough, a breathing tool and lessons) funded with her savings over a few months. Launched it to get feedback rather than listen to naysayers.

Spent hours going through social media posts, writing helpful comments and leaving links back to Rootd. Don't lead with 'download my app'; answer the question the app answers, e.g. reuse a Rootd lesson to explain why someone had anxiety on a run and that it's normal.

Found journalists online who wrote about mental health, read their pieces, then reached out on LinkedIn or found their email and sent pitches. Put her own name and panic attack story to the pitch after initially not wanting to be known as 'the anxiety girl', because a personal story resonates better.

Releases an update once every week (bug fixes, UX improvements) as part of continuously optimizing App Store presence.

Anya's panic attack app Rootd added the paywall to the onboarding flow. She kept a close button (no hard paywall) because people in a panic attack need relief before being asked to pay.

Hired a recommended outside ASO contractor, the most she had ever invested in ASO. They started adding unrelated keywords (e.g. Bitcoin terms). Once the contract ended she reverted to the original keyword set.

In 2020, replaced a paywall that was deliberately hidden (for fear of upsetting anxious users) with one shown near the beginning of the onboarding flow.

Submitted featuring requests to Apple over and over (about 15) and reached out to featured founders without much luck, until Apple asked her to prepare artwork. Later selected as Editor's Choice.

Share prompts throughout the app: in onboarding ('better not doing this alone, share with a friend'), on daily quotes, and a couple of screens after a success page, when a user has just had relief from a panic attack and thinks of someone else who struggles. Doctors and therapists also recommend the app to their communities.

Mascot Ron represents anxiety and panic attacks: scary at first, drawn more smiley and welcoming as users progress (based on the CBT idea of getting to know what scares you). His emotions are used in the journaling mood picker. Planned next: Ron on the home screen with a mood you care for Tamagotchi-style by completing self-care daily missions (breathing, journaling, visualization) that already earn points. Merch (mugs, stickers, pins, pillow) sold via Teespring.

Made sure the product matches what users search for: they see it on the product page, download, use it, then describe their experience in reviews using the same keywords, a loop that reinforces App Store ranking. Build a product that delivers what the page promises so reviews stay positive and users share it.

Partners strategically with wellness organizations; has done a few B2B contracts; many therapy groups and psychologists' offices recommend and use Rootd.

Founder still reads every user review (someone else now writes responses) to keep a pulse on users. Treats user reviews and the 4.8 rating as the most important metric over revenue. Builds requested features, e.g. simple relaxing games users asked for over many years.

Runs Apple Search Ads on branded keywords and panic-attack-related keywords at roughly a bare-minimum budget, with suggestions from third-party reviewers and Apple's own account calls. Plans to raise spend once the in-app funnel is tuned.

Onboarding includes setting up a reminder so users get a daily notification to come back to breathe, journal or visualize.

Kept a checklist of funnel improvements and trial-conversion numbers to reach before advertising again. Last item: remove the email authentication requirement (a big refactor), measure the funnel effect, then start advertising around early June 2023.

Worked with a local BC agency on 'quite a bit' of advertising, before the onboarding paywall change that improved conversion. Platforms not specified.

Ran email marketing to users (including for merch), found it didn't pay off, and switched to push notifications to stay in touch.

Experimented with lower country-by-country prices to monetize the larger Android audience; a user in Brazil even said the price was too low.

Offers B2B deals where health insurers and veterans groups provide Rootd premium access to their members.