About What’s Up Wellness

What’s Up Wellness is a top wellness brand in India, driven by their founders’ personal journey. After experiencing firsthand the impact of an unhealthy lifestyle, Vaibhav Makhija and Sayantani Mandal were inspired to create a brand focused on making wellness accessible, transforming their challenges into a mission to help others live healthier lives.

After talking to people from various walks of life, they noticed that those who work hard and are on a mission to achieve what they aspire to, tend to focus less on their health and wellness, leading to problems in the long run.
Hence, they created What’s Up Wellness, catering to their customers’ health and supplement needs. This enabled users to focus on what they aspire to do while taking care of their wellness by making it fun and easy for them to consume.
Their product is easy to use, vegan, has no added preservatives or artificial colors, and is used with a higher level of efficacy.

Key Features Used:

• Segments
• Email
• SMS
• WhatsApp
• Cohort
• Journey designer

Company’s Objectives

As a company, What’s Up Wellness’s goal is to reach every Indian consumer who wants to take a step ahead and fix their overall wellness but can’t do so due to their diet or busy schedule. They would serve as their helping hand with their products.

Solving objectives with a marketing automation platform
With a marketing automation platform, the goal was to automate their retention activities. This shift reduced dependence on manual, ad hoc campaigns and allowed them to focus on driving incremental growth through automated flows.

Long-term goals

• To build a complete retention stack that drives the major business impact through repeat users without being dependent on paid traffic sources.
• The brand also wants to develop an efficient way to leverage product behavioral insights to positively influence its customers’ consumption patterns.

Team’s Challenges In Driving The Objective

• The team at What’s Up Wellness wanted to build a solid customer retention charter that would improve product adoption among their end customers.
• They also wanted to boost ROI by ensuring each user re-engagement effort generates a 4X-5X return and contributes 45%-50% of their GMV.
• To build predictable data models to improve customer cohorts.
• To implement reliable, scalable solutions with maximum uptime and minimal event errors, helping them build a robust retention stack.

What were the team’s challenges in solving the objectives mentioned above?
The legacy tools lacked a tailored approach for focusing on the Indian market. The newer platforms aren’t mature enough for a logic-driven, highly attentive retention model and also raise concerns about reliability and scalability.

Collaboration with the WebEngage Startup Program

What’s Up Wellness collaborated with the WebEngage Startup Program to amplify its growth strategy and accelerate user engagement and retention efforts.

Using the WebEngage platform, the team at What’s Up Wellness aimed at solving the following:

• Execute faster: They launched their first seamless journey flow three days after integrating with Shopify, a remarkable feat achieved with minimal setup requirements.
• Measure ROI:.The program enabled them to measure ROI from both a top-line and bottom-line perspective.
• Iterate and refine: With distinct WebEngage features, they could reiterate their communication, engagement, and product models, test various versions, and relaunch without incurring significant costs.
• Leverage expert support: The dedicated customer success from the startup program provided invaluable guidance, facilitating fast-paced execution and ensuring seamless integration.

Why did they choose WebEngage as their marketing automation platform?

• What’s Up Wellness chose WebEngage as its marketing automation platform due to its proven track record, reliability, and scalability. The team trusted the platform’s ability to meet their growing needs.
• Additionally, WebEngage boasts a lower learning curve, enabling seamless onboarding even for new team members. This ease of using WebEngage played a significant role for What’s Up Wellness, as it allowed their team to focus on core objectives rather than navigating complex software.
• WebEngage’s focus on retention also aligned with its goals. WebEngage provides essential features that help improve understanding of user cohort performance. Instead of relying on an overwhelming array of analysis tools, it streamlines the process, enabling clear and efficient identification of cohort performance issues.

“Were you considering any other tools at the same time? If yes, what made you pick WebEngage over them?”
What’s Up Wellness explored and tested other solutions. After encountering multiple issues with other platforms, the team decided to go with WebEngage, opting for a more reliable option that better suited their needs.

Results?

• Churn customers that were won back had an uplift of 5.2% on average.
• They were able to achieve 16.4% and 42% uplift in Product View and Initiate Checkout journeys.
• There was a 12.3% uplift in retention for M1 and a 7% uplift for M3-M5 cohorts during the collaboration.
• Over 400% increase in Add-To-Cart rate.
• Achieved a 55% increase in direct revenue from journeys.
• Average Click-through ROI reached 50.49%, significantly improving revenue efficiency.
• Conversion Rate (CR) optimizations led to a 27.05% contribution to total revenue with a 2% Month-on-month increase.
• Revenue Per User (RPU) from conversions saw an impressive 80.80% uptake.
• Channel statistics:
1. 104% uplift in open rates email (from 22% previously to 45% currently).
2. 95% delivery rate of WhatsApp messages (even with Meta message capping limits).
3. 85% WhatsApp open rate (with ad-hoc campaigns).
4. Revenue split (WhatsApp: 74%, Email: 21%, SMS: 4%).

The Way Forward

1. Product Initiatives:
• Aiming to significantly strengthen the impact of email as a revenue-driving channel, with a focused effort on achieving both higher and more consistent open rates to ensure sustained engagement across the customer base.
• Enhancing personalization features to directly improve cohort performance by introducing tailored web experiences that cater to specific groups, such as high-frequency purchasers and users at risk of churn, thus creating more meaningful interactions.
• Exploring the power of micro-segmentation by rigorously testing various niche segments that promise high ROI, enabling more targeted marketing efforts that maximize engagement and revenue potential.
2. Company-Level Objectives:
• Strategically focusing on increasing customer Lifetime value (LTV) and driving a robust six-month retention rate on the web platform, recognizing this period as a pivotal threshold for organic retention, which allows Whatsup Wellness to sustain engagement without the need for extensive re-engagement costs.
• As part of its growth strategy, the company is committed to optimizing its retention stack to operate with 95% efficiency, integrating data from post-purchase interactions, survey responses, NPS platforms, and other touchpoints to form a holistic view of customer behavior.
• By connecting and analyzing these customer data sources, Whatsup Wellness aims to create predictive models that will drive a high-impact retention program, reinforcing customer loyalty and building strong, lasting habits around their products.

We wish What’s Up Wellness all the best, and hope to be there for all their future endavors.