None to Run · B2C · beginner running app
Write one blog post on why Couch to 5K injures beginners, and share it in your Facebook group
Launch cohort: 20%+ trial starts, ~90% trial-to-paid; drifted down as store traffic grew
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What they did
Most traffic comes from a single blog post arguing Couch to 5K can cause injuries and isn't a good program for beginning runners, circulated in the founders' Facebook group. At launch, an email blast plus the Facebook group, which had been asking for the app, delivered pent-up demand. Readers go through the whole post on a better way to start running, then download the app.
What happened
Launch cohort had over 20% download-to-trial and about 90% trial conversion. Both drifted down as App Store search and Apple featuring added lower-intent traffic, but stayed industry-leading because most traffic still comes from those sources.
In their words
Sub Club by RevenueCat · How’s Your App Really Doing? The State of Subscription Apps 2023“But what was really fascinating in talking to them is that most of their traffic actually comes from one blog post in a Facebook group.”
“So, the one blog post is um like Couch to 5K can cause injuries and it's not a great program for beginning runners.”
“Yeah, so what Well, so what happened is that they they push out this email blast and the Facebook group, and get all of their kind of the people who've been like pent-up demand.”
“But then that all drifted down as they started getting more just organics, like App Store Search, you know, getting featured by Apple, and stuff like that.”
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