onX · B2C · outdoor GPS map apps
Build a separate app for each hobby instead of one app for everyone
Some cross-sales between apps, but small; no bundle yet
Unknownportfoliopositioning-niche
What they did
Builds activity-specific apps on shared mapping data (Hunt, Offroad, backcountry) rather than one app for everything, and has not bundled them. Sees some cross-conversion (an Offroad ad pulling a Hunt purchase) but not much; bundling remains an open business question.
What happened
Some cross-conversion between apps, not massive.
In their words
Sub Club by RevenueCat · Channel Experimentation and the Tiktokification of Video Ads — Ryan Watson, onX“We really believe that onX in built-for-by kind of a concept. So, you know, a an app specifically for if your passion is off-roading.”
“sometimes, you know, we'll see, you know, a an Offroad ad pull in a Hunt purchase, you know? It's not it's not massive, you know, that we can see, uh but it does happen”
Related topics
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More from onX
All 14 onX tacticsMore from this episode
- onX: Sell the maps on SD cards in hunting stores first, then use that money to build the appSold out right away in Montana; buyers asked for other states; funded the app
- onX: Name the company after what people type into Google, like huntinggpsmaps.comGuest says it worked well and fueled early growth; no numbers
- onX: Write helpful hunting articles so readers can be shown ads laterBrings some direct sales, but mainly fills the retargeting audience; no numbers
- onX: Advertise where you can target by interests, and try lots of video ad networksMany third-party display video networks failed; a few found the customer
- onX: Try Snapchat and TikTok ads even if you think your customers aren't thereSnapchat brought customers and still gets spend; TikTok became a great channel
- onX: Have your marketers film their own low-budget TikTok adsSome of the team's self-made ads were among their best; no numbers
- onX: When a short video ad works, run it on every channel and tweak it for eachShort lo-fi video generally does well everywhere, with small per-channel differences
- onX: Pay hunting influencers for content and loyalty, not just promo-code salesGuest says it helps retention and supplies ads, blog and site assets; no numbers
- onX Hunt: Give top-tier members deals from partner brands, like $200 off dog trainingMeant to lift upgrades and keep members longer; no numbers shared
- onX Hunt: Lead ads with the one feature everyone talks about, then teach the restLand ownership maps are the easiest way in; no numbers
- onX: Use push and in-app messages to teach new users the features that matterGuest calls it a huge part of their marketing; no numbers
- onX: Send people you retarget to buy on your website, not in the appKeeps about 30% more revenue per sale; install ads still drive most acquisition
- onX: Test free trials that turn into paid plans unless people cancel
- onX: Judge a new ad network by whether sales grow while conversion rates holdFormal incrementality tests with some partners came up short for a niche audience