Noom’s sales sequence goes against pretty much all of the advice I’ve ever heard on selling products online.
Specifically the advice to make the sign up and purchase journey as short as possible.
Noom’s initial sales sequence has 65+ pages to it. Which means you’re looking at making a user take ~64 actions before they become a customer.
Thing is, Noom’s crazy successful making hundreds of millions in revenue every year.
So, a few weeks back I sat down with fellow marketer Dan McDermott to try and deconstruct what Noom does so well. We hoped to identify their key actions and templatise them so you too could action similar strategies yourself.
As we delved deeper into Noom’s marketing strategies we discovered more actions, strategies, and angles deserving of analysis.
So, we launched our Growth Study Membership where we deconstruct today's most effective growth strategies to help businesses like yours create similarly successful marketing.
If you want the full breakdown in addition to this overview, you can sign up to the Growth models Membership and get 3 growth studies for the price of one.
For Noom, you'll get...
- A detailed analysis of WHY Noom's growth strategy works
- A slideshow of the key points
- Multiple asset breakdowns and “fill-in-the-blank- templates so you can action the same approaches in your business
- A detailed visual breakdown of Noom’s 65+ step sales sequence
- Worksheets to help you figure out what you should do with your business
To get access to all of those materials, simply head to this page and sign up now.
Let's get into it.
What is Noom?
In short, it's a weight loss app that's gamified the process of losing weight.
The growth Noom has experienced is - without doubt - incredible.
In the introductory sections, we break down exactly how they've grown in terms of revenue and funding over the last decade and highlight the patterns between their funding and growth.
Noom's positioning and messaging
Noom entered into a highly competitive market.
They were going up against long time industry leaders like Weight Watchers. And yet, they've managed to pull the rug from under these giants and grow to a 9-figure revenue.
Through more effective positioning and messaging that aligns more closely with the modern user's needs.
We dedicated a full section to analysing Noom's positioning and explaining how they've managed to differentiate from well known brands.
If you want to see how Noom differentiated for huge success (and get the templates to help you do the same) sign up for the full Growth Study here.
Noom's pricing strategy
Noom once again hit it out of the park when it comes to their pricing strategy.
We've all heard of "smart" pricing strategies. Brands using "$1 trials" or freemium models to get people in before upselling them.
Noom take this to the next level. They not only use the generic best practices you've heard about, they also use a number of smart psychological principles to kick the normal advice into overdrive.
We went deep on analysing their pricing strategy and used it to create an easily replicable model you could use in your business. To get access to all these materials and more, sign up for the Membership here.
Noom's acquisition and ad spend
Noom is spending millions of dollars on advertising.
Most brands throw their cash into something pretty obvious like Facebook ads. And sure, Noom also do that.
But their wider ad strategy is insanely detailed and helps them do a couple of really smart things.
Chief among them is absolutely dominating the SERPs for relevant search terms.
Noom "own" pretty much the entirety of page 1 in Google for BoFu terms, and yet, none of those results are to Noom's site.
Get access to the full breakdown which also looks at their entire ad and organic approach to growth by signing up for the Membership here.
We've also outlined a process to help you dominate page 1 with affiliate offers.
Noom's sales sequence
This is the big one with Noom.
It goes against every single piece of marketing best practice advice you've ever heard. And yet it's an incredible example of time-tested psychological principles like...
- The yes ladder
- Price anchoring
It all culminates in an incredible sales sequence that's the most compelling on the market.
We break this entire sequence down by section, and then by individual steps to highlight the brilliance of their cognitive behaviour approach.
To get the full analysis and templates we created from this, sign up for the full Growth Study here.
Takeaways and lessons learned
Breaking Noom down to its core teaches a huge number of valuable marketing lessons.
Especially when it comes to the psychology behind why people make purchase decisions.
Noom have created something that should live for years in the marketing world as a gold-tier case study.
If you don't have time to read the full analysis, we've got you covered.
We created a couple of simple, easy to consume key takeaways so you can get an overview of the learnings in just a few minutes.
All included in the full Membership versions below.
Get monthly analysis of the growth strategies from brands like Noom
Get monthly breakdowns like the one mentioned here direct to your inbox.
If you sign up today, we'll give you 3 Growth Studies for the price of one as a welcome.
- Our full analysis of Noom's 9-figure growth strategy
- Our Full analysis of Morning Brew's 5 year, 8-figure growth
- The next Growth Study delivered direct to you at the end of the month
Each breakdown includes…
- A full, detailed deep dive into the brand’s marketing and growth strategy
- A summary slideshow of the key points
- Multiple asset breakdowns and the templates the brand uses
- Worksheets and “fill-in-the-blank” templates
- Any extra downloadables that are specific to that brand
To join, simply click the link below and join our premium Membership for monthly Growth Studies and more.