Noom grows international revenue 80% through localization on Google Play

Goals

  • Localize app to reach new audiences
  • Expand global user base
  • Grow international revenue

Approach

  • Conducted analysis into international markets to determine right financial model for each
  • Localized food databases and introduced local coaches for each market
  • Translated app into five languages and store listing page into 11
  • Used notifications to build user engagement

Results

  • 80% international revenue growth on Android in three years
  • 480% increase in revenue from Japan over same period
  • Increased user engagement by up to four times
  • Now present in Japanese, Korean, German, and Latin American markets

New York-based Noom offers a range of apps aimed at helping people lead healthier lives. Following the launch of their Noom Coach: Health & Weight app on Google Play, the startup used the service’s localization tools to adapt this app for different markets and expand its user base internationally, successfully growing revenue by 80%.

Health and wellness tech startup Noom offers weight loss and exercise tracking apps, with more than 45 million users worldwide.

Their Noom Coach: Health & Weight app guides users through behavior change programs to help them create better lifestyle habits with support for health conditions such as diabetes.

Noom launched their first app in the US on Android through Google Play, and were keen to grow its user base outside of North America. Looking at the service’s reach, the team realized that it also held the key to achieving their international expansion plans.

Through Google Play, app developers can add translations and localized graphic assets for their app's store listing page, as well as translations for APK files, in-app products, and AdWords campaigns. So, with the objective of entering the Korean, Japanese, German, and Latin American markets, Noom decided to use Google Play to localize their app in order to better connect with users in a number of areas.

Noom conducted extensive analysis to determine the right financial model for each international market they wanted to expand into. This included evaluating their competition in each, as well as local health and wellness spending behavior. They then translated their app into five languages and their Google Play store listing page into 11, and ran pricing experiments to decide which would work best in each market: subscriptions, in-app purchases, or a premium app.

The Noom app includes recipes and meal plans, so they also had to localize their food databases for each market. Using a combination of local food editors, existing food databases, and user suggestions, their app now includes local cuisine and popular packaged food brands for each one.

Support is another important element of Noom’s app, with users allocated a personal coach. For their entry into international markets, Noom hired local coaches for each one, which removed any language barriers, but also reduced response times for app users by putting their coaches in the same time zones. Noom also introduced a variety of notification types. This, combined with the local coaches, has increased user engagement by three to four times.

In addition to growing user engagement, Noom has seen an 80% increase in international revenue growth on Android over past three years after localising their app. In Japan alone, revenue has increased more than 480% during the same time period.

"Android's global focus and great localization tooling made the decision to go global much easier”, says Artem Petakov, Co-Founder and President at Noom. “Localization to new markets has been a consistent growth driver at Noom."

Their expansion is not over yet. To identify future opportunities, the team is now looking towards other countries with strong Android penetration, and plan to continue applying these localization methods to achieve even greater international growth.

"Android's global focus and great localisation tooling made the decision to go global much easier. Localisation to new markets has been a consistent growth driver at Noom." Artem Petakov, Co-Founder and President, Noom