Omo Got +19% Conversions from Onboarding to Subscription with Groups

Company Overview

Omo: Healthy Weight Loss App is a popular choice for individuals looking to lose weight and build lasting healthy habits. With 1M+ installs, the app provides calorie and nutrient counting, hydration and step trackers, weight-loss courses and intermittent fasting guidance.

Omo has a presence in over 90 countries. It’s especially popular among Android users in the US, Brazil, and Italy and iOS users in the US, UK, and Germany.

While the app is free to download, users can unlock all features through subscription plans, including weekly, monthly, annual, and lifetime options. Additional in-app purchases and guides are available to enhance the weight loss journey.

Challenge

Omo faced two main challenges: segmenting users according to their lifecycle stage and increasing the number of active users. 

Without proper segmentation, tracking user status—whether transitioning from web to app or actively using the app—was difficult, making it challenging to deliver relevant content at the right time.

They needed a solution that provided a clear view of users in each lifecycle stage and the segment dynamics. With insights into user behavior, segment sizes, and changes, Omo could launch campaigns that targeted users more effectively based on their goals and status.

Solution

Omo used Reteno to simplify user segmentation across web-to-app and app funnels. The platform gave Omo a clear picture of users at each stage of their lifecycle and how they were evolving, with detailed analytics offering insights into user numbers, segment performance, and engagement metrics.

User Segmentation

Reteno helped Omo automatically group users into segments that updated in real time based on a variety of predefined conditions. As users met or no longer met specific criteria, they were added or removed from segments.

Segments could use a mix of static data like contact fields and dynamic user events such as:

• User events (e.g., logging meals, completing step goals, or enrolling in weight-loss courses)
• Events with messages (e.g., types of messages and actions from users who participated in campaigns within a set timeframe, like opening reminders for intermittent fasting or workout tips)

When Omo applied multiple criteria to a segment, only users who met all of them were included. For example, they could create a segment of users who had opened the app this month, had an LTV over $15, and provided an email in their profile. 

Omo could also use existing segments as conditions for new ones, allowing for even more precise segmentation.

Insights for Campaign Optimization

Reteno provided Omo with instant, detailed analytics on user activity within specific segments across all communication channels, starting from the moment those segments were created.

Key features included insights into the number of users in each segment, segment performance, and subscriber engagement trends.

These analytics enabled Omo to monitor user numbers within segments, understand engagement patterns, and follow shifts as users progressed through different stages of the lifecycle.

Result

Omo achieved significant improvements in user engagement and conversions across its web, web-to-app, and app pipelines through the use of Reteno’s segmentation, analytics and targeted campaign delivery:

• 19% more conversions from onboarding to paid users
• 4% more conversions from new users to active users
• 9% more resurrection rate from dormant users to active users

Why This Matters for You

Precise segmentation and targeting can boost revenue growth by 30% to 50%. Reteno’s focus is to make this success possible for any mobile app, whether you’re a market leader or just starting out.

As your app grows, Reteno provides the tools to fine-tune your campaigns through dynamic segmentation and real-time analytics. By segmenting users based on their current stage in the customer lifecycle and engagement dynamics, you can deliver relevant content at every key moment. 

Easy-to-use analytics show how each segment is performing, helping you enhance engagement, boost customer lifetime value, and increase retention—setting your app up for long-term success.