The “Pregnancy Calendar” application has been occupying the top spot in the Russian segment of the App Store for several months now and is in the top 10 on Google Play in one of the most competitive sections - “Medicine”. The budgets that pharmaceutical, medical and other corporations spend for the top positions in this category can be compared with the budget of other countries.
However, Mobile Dimension did not pay a single ruble for promoting its application to the top. The application has more than 450 thousand unique users, of which 160 thousand are active users who access the application at least once a week. More than 2,000 pregnant women download it every day.
To achieve such results, despite the advice of a full-time marketer, not a single publication was made on “mommy” forums and not a single press release was sent to women’s media. But this does not mean that the application was not worked on.
We promoted the application to the top 1 of one of the most competitive sections, focusing on needs analysis, analytics and interaction with existing users.
Choosing the right category and setting keywords
The app was initially listed in the Health and Fitness section, but installations were slow. Transferring the application from the initially selected category “Health and Fitness” to “Medicine” made it possible to almost instantly stimulate a strong influx of users: from 300-400 downloads per day to 800-900 on each platform.
The selection of keywords after monitoring competitors turned out to be extremely useful. In addition, we used Sensor Tower and Google Trends services to understand what queries users were searching for.
Personal interaction with existing clients
My every working day begins with responding to user comments on Google Play. Next, I check comments at lunchtime and in the evening. Moreover, there is no difference between positive or negative comments - the answer must be given to each user.
Based on comments, we collect and analyze user expectations. As part of this same activity, approximately once a week we review updates in competitive applications to include the most winning ideas in the next release.
Release frequency is once every three weeks. Upon each release, we contact all users who left positive or negative messages or comments, thank them for their feedback or comment, and show how exactly their suggestions were taken into account as part of the release. This increases the loyalty of our users significantly and encourages them to leave new reviews as releases come out.
Waiting for the birth
40 weeks April 18
Here you go. In theory, today. Day X. At least exactly 40 weeks have passed since that day. 280 days. And April 18 seemed so far away. For some reason I don’t have any urges yet. I've been baking the Explosive Ryzhik cake all day. Tiger said that now we are making a cake with him, then we will eat it, and then we can get out. The Ryzhik cake was a desperate failure. I struggled with the rubber dough for half a day. But this woman’s recipe for Ryzhik clearly doesn’t bounce off her teeth. She forgot something there, in this recipe. Because I was expecting something much more delicious than this! Okay, the cake was cut and eaten by a quarter. But the Tiger Cub is in no hurry to hatch.
April 19
On the third day, bowel cleansing continues. Apparently, we will still give birth. It’s just not clear when. I feel cheerful and cheerful. Today I even did my exercises in the fresh air, on the roof of our container. It was already quite warm outside, warming my tummy in the sun. And in the evening at 10, my lower abdomen began to ache. He gets sick and lets go. And so on until the night, when I went to bed. I fell asleep and no longer felt whether it hurt there or not. At first I even thought that maybe it would all start at night, but somehow it wasn’t like that.
20 April
The oatmeal cookies were much tastier than this Ryzhik. The instinct to prepare all sorts of sweets attacked me. I wonder if this is a harbinger or not?
April 22
Yesterday I found detailed instructions on the Internet on how to measure cervical dilatation, today Tigrych began to practice. He looked at the ceiling, intensely feeling me, and then said: here she is! I felt the Tiger Cub’s head through the uterus, ran my finger over the head, and he butted his head. And there is no disclosure at all. And I didn’t find any traffic jams. Why doesn’t Tigger want to come out, we’re waiting for him here! I'll have to go to the maternity hospital tomorrow to show myself. Let them see if I’m going to give birth at all or not. I’m afraid they’ll still do stimulation, but I don’t want to!
April 23
We went to the maternity hospital. 17 minutes of not too fast driving. My aunt looked at me there and said that the head was well pressed and the cervix was 39 weeks. You can still walk quietly for 7-10 days. But she still told me to come to them for hospitalization next Wednesday, if I don’t give birth. Okay, I'm calmer now. Because I was very worried about Little Tiger, how he was doing. I hope it will ripen within a week.
In the evening, Tiger Cub began to twist his head very vigorously. It was often and sharply painful. It looks like he's hitting his head against a closed neck. In addition, the plug began to come off. Although it is possible that this happened after the examination. I went to bed, and then contractions began to visit me. My lower abdomen ached and became very tense. Tigrych was even glad that he wouldn’t have to go to work in the morning. But it doesn’t look like real contractions, it’s too irregular. April 24 I can barely walk. The lower abdomen hurts when you walk. Especially when you get up. Yesterday in the forest I was jumping like a little bunny, my mother screamed loudly in fear, and now I can only slowly walk to the kitchen. And the plug continues to come away.
I noticed that Tiger Cub always starts to wobble after eating. Probably pieces of food begin to fall from above, and he jumps up there and catches them in his mouth, slurping contentedly.
Working with ratings
We don't leave ratings to chance. The application is configured in such a way as to encourage users to leave reviews, comments and ratings. Perhaps this is the most important factor that allowed us to reach and gain a foothold in the top.
The application sends an invitation to leave a rating and comment on the twentieth opening. At the same time, it was very important for us to find the optimal number of times the user opens the application so that he gets an impression of the product. As a result, we decided to increase this number. This gave us the opportunity, firstly, to reduce the number of negative reviews, secondly, to increase the rating and, thirdly, to begin to receive intelligible, truly useful and constructive comments for us.
Please leave a rating and comment starting with the wording “Do you like our application?” If the answer is “Yes,” we ask you to leave a rating and comment in Google Market or App Store. If the answer is “No,” we ask you to leave a comment indicating what exactly, in the user’s opinion, needs to be improved in the application to make it more convenient. We are transferring all negative comments to an internal platform in order to reduce negativity in app stores and achieve further growth of the application in the ratings.
These actions allowed us to significantly increase the number of organic reviews and ratings during the first month of launching the function: on Android, the number of reviews per month increased from 99 to 176, the number of ratings from 794 to 1381, and the rating increase from 4,406 to 4,563. On iPhone, the number of reviews per month increased from 11 to 88. Currently, the number of ratings on Google Play is 3,789, and in the App Store - 723.
Pregnancy Calendar
The pregnancy calendar is a convenient tool for the expectant mother. Using a calendar, you can monitor how your pregnancy is progressing by week and trimester, track changes in your well-being and emotional state, and record important dates.
The beginning of the pregnancy calendar is considered to be the first day of the last menstruation or the exact day of conception, if known. On average, pregnancy lasts 40 weeks, but its duration also depends on the individual characteristics of the body and the length of the menstrual cycle.
Pregnancy calendar by week
| Enter the date of the first day of the last menstruation (day.month.year): |
Calculate
| A week | date | Trimester | Notes |
| 1st week | – – | 1st trimester | It is worth noting that the first week of pregnancy does not begin with fertilization itself, but with the first day of menstruation before conception. Usually at this time there are no symptoms of pregnancy yet. |
| 2nd week | – – | Ovulation occurs, hormones responsible for preserving the fetus are produced. There are no visible symptoms yet. | |
| 3rd week | – – | Fertilization has already occurred. However, there are no symptoms of pregnancy yet. | |
| 4th week | – – | There may already be a delay in menstruation. A sensitive pregnancy test can show the coveted two lines, and an ultrasound can detect an ectopic pregnancy. | |
| 5th week | – – | Mood swings, excessive emotionality, and tearfulness are possible. Some women experience attacks of nausea in the morning and pain in the lower abdomen. | |
| 6th week | – – | Clear or white discharge without a strong odor may appear. | |
| 7th week | – – | The body of the expectant mother reacts especially acutely to poor nutrition, stress, and lack of oxygen. The reaction can manifest itself in severe headaches and deterioration in general health. | |
| 8th week | – – | There may be short-term pain in the lower abdomen, contractions of the uterus, enlargement and increased sensitivity of the breast. | |
| 9th week | – – | Frequent urge to urinate, problems with bowel movements and bloating are common. Toxicosis is also often a concern. | |
| Week 10 | – – | The belly is already noticeable, there is a need to wear looser clothes. This period is characterized by rapid fatigue, drowsiness, absent-mindedness, and the appearance of age spots is also possible. | |
| Week 11 | – – | Many women complain of drowsiness and frequent periods of intense thirst. The condition of the skin, nails and hair may change, both for the better and for the worse. | |
| Week 12 | – – | Toxicosis and general malaise gradually cease to bother you, but discomfort can cause bloating and frequent urination. Appetite also increases. | |
| Week 13 | – – | The risk of miscarriage during this period became significantly lower than before. The abdomen and chest are enlarged. | |
| Week 14 | – – | 2nd trimester | Frequent mood swings and emotional instability are no longer a concern. Due to changes in hormonal levels, warts, moles and papillomas may appear. |
| Week 15 | – – | Brittle nails, hair loss and crumbling teeth may occur. Frequent urination is no longer a concern, but constipation and bloating are typical for this period. | |
| Week 16 | – – | The belly becomes more and more rounded, the discharge may become more abundant and acquire a milky color. | |
| Week 17 | – – | The woman’s emotional state returns to normal, but bleeding gums, rapid heartbeat and nosebleeds may cause concern. | |
| Week 18 | – – | Dizziness is common due to low blood pressure, pain in the lower back, abdomen and buttocks. Also, some women report worsening sleep. | |
| Week 19 | – – | The first movements of the baby in the womb are felt. Sometimes a pregnant woman can feel the baby moving every 10-15 minutes. | |
| Week 20 | – – | Painful symptoms in the back and lower back, and cramps may be observed. Doctors often prescribe special exercises and vitamins. | |
| 21st week | – – | Some women experience shortness of breath and heavy breathing. The term is also characterized by heaviness and swelling in the legs. | |
| Week 22 | – – | Due to a large belly, it can be difficult to choose a comfortable position for sleeping, and you may experience a craving for unusual combinations of foods. | |
| Week 23 | – – | Due to the pressure of the abdomen on the internal organs, bloating, heartburn and a burning sensation in the stomach may be bothersome. | |
| Week 24 | – – | During this period, some women experience training contractions. | |
| Week 25 | – – | Heaviness in the legs, swelling and symptoms of varicose veins may bother you. | |
| Week 26 | – – | The expectant mother clearly feels the baby's movements; at this time it is recommended to observe and count the number of his movements. | |
| Week 27 | – – | May cause nausea and heartburn. During this period, it is better to eat often, but in small portions. | |
| Week 28 | – – | 3rd trimester | Sensitivity of the skin and itching are observed. The skin at this stage may be prone to the appearance of stretch marks. |
| Week 29 | – – | Often, expectant mothers experience fever and swelling in their legs. Your doctor may recommend a salt-free diet or special exercises. | |
| 30th week | – – | Fetal movements can cause discomfort and pain. The belly becomes even larger, the gait changes. | |
| 31st week | – – | During this period, it is recommended to pay special attention to a balanced diet due to fluid retention in the body and a tendency to edema. | |
| Week 32 | – – | The expectant mother should avoid situations associated with the risk of catching a cold or catching a virus. During this period, the baby's immune system is formed. | |
| Week 33 | – – | Swelling, rapid heartbeat, and thirst often occur. It is recommended to limit the consumption of salt and spices. | |
| Week 34 | – – | You may still experience heartburn, shortness of breath and swelling. If you lean against your stomach, you can hear the baby's heartbeat. | |
| Week 35 | – – | The abdomen begins to lower, which makes breathing easier and relieves the stress on some internal organs. At the same time, it becomes more difficult to perform usual actions. | |
| Week 36 | – – | During this period, doctors recommend preparing for a trip to the maternity hospital: collecting the necessary things, solving urgent matters, since the error in calculating the exact date of birth can be 2 weeks. | |
| Week 37 | – – | Your back may hurt, and you may experience training contractions. It is also possible that the nature and color of the discharge may change, which indicates an imminent birth. | |
| 38th week | – – | During this period, a woman must be prepared for the fact that she can be taken to the maternity hospital at any moment. Frequent training contractions and mucous discharge indicate the imminent appearance of a baby. | |
| Week 39 | – – | At this stage, the expectant mother may feel unusual lightness and a surge of strength. But doctors recommend refraining from intense physical activity, preferring long walks. | |
| 40th week | – – | The body is preparing for an imminent birth. Their approach can be indicated by the passage of the mucus plug, pain in the abdomen and lower back, and frequent false contractions. | |
| 41st week | – – | The discharge of amniotic fluid indicates a very early birth. They are an odorless liquid similar to ordinary water. | |
| Week 42 | – – | If contractions have not yet begun, doctors may prescribe their stimulation. |
Thanks to the pregnancy calculator, you can calculate the date of birth, the start of maternity leave and mark other important dates. By printing out the calendar, the expectant mother will be able to mark in it the date and time of her visit to the gynecologist, days of scheduled examinations, tests and ultrasound. The woman will also be able to record new sensations associated with the growth and development of the baby. This will provide your doctor with more information and prepare you for your next pregnancy.
Similar calculators
Due Date Calculator Pregnancy Weight Gain Calculator
Metric analysis using AppMetrica from Yandex
We constantly conduct user behavior analysis and cohort funnel analysis. The task is very clear: to identify the most popular functionality and then make changes to keep users in the application.
At first, we used the Flurry Analytics service to obtain analytical data, but soon realized that analytics alone was not enough for us. To identify average statistics, we implemented AppMetrica. In the latter, in addition to the data already presented in Flurry, we had data on the geolocation of users and the number of users who updated to the current version.
The main metrics for us, of course, are Retention Rate (user retention), DAU (daily active users), WAU (weekly active users), MAU (monthly active users), number and duration of sessions.
For example, after developing a new information section “Is it safe?” (articles about what is safe and what is not during pregnancy), we increased the number of users who spend up to 10 minutes in the application by 27%, and the number of users who spend from 10 to 30 minutes in the application by as much as 50 %, or from 25.9 thousand before the release to 39.1 thousand after the release.
What to write about
There are no strict recommendations or rules for keeping a pregnancy diary. A woman decides what to write about on her own.
Most often, in such diaries, expectant mothers record the following information:
- Date of entry indicating day, month and year.
- Physical parameters: changes in a pregnant woman’s weight and the size of her growing belly. In addition, you can enter information about the weight and height of the child, which is reported during ultrasound.
- Mood and well-being. This information will help you when visiting a doctor. Expectant mothers can approach this point creatively. You can record your mood using emoticons or small sketches.
- Medical information. Here it is recommended to record the amount and time of taking medications and vitamins, all doctor’s recommendations, diagnosis, ultrasound and test results.
- Nutrition and daily routine. In this item, you can indicate the time of rising and time of sleep, the number of calories consumed per day, diet, changes in taste preferences, etc.
- Emotional component. This is the most interesting moment of the diary. The expectant mother writes down all her thoughts, desires and ideas that come to her mind during pregnancy.
- Photos. As the belly grows, a woman can take memorable photographs that will be interesting to look at in the future. In addition, expectant mothers often paste ultrasound pictures into their diaries.
To keep a diary, you may need clippings from magazines with advice for pregnant women and recipes for healthy and tasty dishes, as well as pictures illustrating happy pregnant women and prosperous families with children.
Working with Retention Rate
For an informational app, not a gaming app, Retention Rate is a pain. Why return to the application if you can read everything at once? We thought long and hard about what we could do to increase our return rate.
As a result, two key decisions were made. Firstly, we have divided all the articles in the application, written by professional doctors and obstetricians, by week of pregnancy. Users can view materials designed for the week of pregnancy they are in. This encourages them to open the app every week to access new content.
Secondly, we have introduced functionality for tracking physical parameters (weight, abdominal diameter, etc.), which can also be compared weekly with standards to identify possible abnormalities in fetal development and promptly consult a doctor.
Thus, working with analytical tools allowed us to increase the Retention Rate: we have now increased this indicator to 25% over a period of 28 days. That is, if previously only every tenth user remained active within 28 days after installation, then after the changes every fourth user remains active.
What should a pregnant woman's diary be like?
The diary can be in the form of a decorated hardcover book with colorful illustrations. Such diaries are sold in stores for expectant mothers or in online stores. Typically, such diary-books contain several articles about how the baby grows and develops in the tummy, how to determine the date of the upcoming birth, recipes for delicious and healthy dishes and drinks, and there is also space for daily entries, for gluing photographs or ultrasound images. Such a colorfully designed diary book can be a wonderful gift for a woman expecting a child.
But the pregnancy diary does not necessarily have to look like the “official” publication. A creative expectant mother who wants to keep her notes the way she likes, and not as printed in a book, can make an exclusive diary with her own hands. To do this, you need a thick notebook, colored pencils, pens, markers, a jar of PVA glue and imagination. A hand-made diary will compare favorably with its printed counterparts, since it not only contains information about the wonderful period of the baby’s development, but also reflects the inner world of its creator.
You can also keep a pregnancy diary online. An expectant mother can create her own blog and write in it about everything that happens to her for 9 months. Such a diary can be re-read not only by a woman expecting a child, but also by the baby’s father, their friends and acquaintances. So the whole friendly company will be aware of how the pregnancy is progressing and what mood the author of the notes is in today.
