How I'd grow Mighty Health

November 11, 2020

Mighty Health is an app that connects people older than 50 with a personal coach to improve their health through exercise, nutrition, and wellness advice specific for their age.

The coach creates a personalized plan and stays in touch through SMS to guide and motivate them.

I was really surprised to see that their landing page doesn’t mention that this app is specifically for older folks.

There are some hints here and there (they say the exercises are low-impact on joints) but other than that, I wouldn’t have a clue.

This is something I’d immediately correct. Other than that, their homepage has all the necessary elements.

I particularly like the short and to-the-point feature section that helps visitors immediately understand how the app works, and what the benefits are.

Lots of older people have pre-existing conditions and while Mighty Health offers an introductory call with the coach, it’s not advertised.

A good landing page should counter possible objections, so I’d display this option prominently on the homepage to decrease friction.

The site is missing an about page, and that’s a mistake because the founder’s story is really powerful.

Statistics show that the about page is the most visited page after the homepage, and it’s an opportunity to make a more personal connection with the visitor.

Mighty Health’s biggest opportunity is the gift option. This positioning lets them target millennials and access a much bigger market.

But instead of casually stating it on the homepage, it deserves a dedicated landing page that clearly explains how the process works.

Right now, when I click the “Gift a membership” CTA, there’s basically only the checkout process. I don’t know what’s going to happen.

What will the person receive, when, and how? They need to explain this before the purchase is completed, or people will drop off.

Before driving more traffic, they need to think about their funnel. Visitors rarely buy at the first touchpoint.

The best solution: capture visitors’ email addresses as a fallback for the ones that didn’t buy, and get a chance to try selling to them later.

I’d create a lead magnet aligned with the value proposition of the product, e.g. a 5-lesson email course on healthy nutrition in your 50s.

Once MH gets email addresses, they should regularly send interesting content to increase their authority, and add relevant CTAs.

I don’t see a lot of opportunities for ASO - not many are looking specifically for an app like MH. But SEO is interesting because of informational keywords.

Mighty Health has a blog with in-depth articles written by subject matter experts. They’re on the right track here.

Pro tip: pages in the health niche are considered special by Google. It weighs 3 factors carefully: expertise, authoritativeness and trustworthiness.

This content has to be written by knowledgeable people for it to rank well. Google somehow understands if that’s the case.

Mighty Health can become an authority by consistently creating high-quality content around their niche.

They could add CTAs to their content. If you don’t give a visitor a clear path, they’ll just read the article and leave the site without even checking the product.

Performance marketing needs to play a big role in Mighty Health’s customer acquisition. I’d create 2 types of campaigns:

- The first: targeting the 50+ people that will use the app
- The second: targeting young people to gift it to their parents

They’re running the first. I like their creative, but it lacks their value proposition. They don’t mention it’s for older people.

With paid ads on social, you’ve got less than 2 seconds to capture attention. Make them immediately aware that the product is tailored to them.

They launched the second type a few days ago. This (and ad copy) tells me they only run it on special occasions. I’d keep it running.

This would let them build a cheap retargeting pool to leverage before busy holidays when advertisers crowd platforms and CPM skyrockets.

Learn marketing from case studies

Every month I pick a new website and write a marketing case study explaining exactly how I’d grow it