Sunil GillPeptide Calculator is a precision dosing app designed for athletes, wellness users, and biohackers who use research peptides. The app helps users calculate accurate doses, schedule injections, and manage their peptide protocols with confidence.
Challenges Faced: Useful Tool Without Market Fit
When the client first came to us, the app was just a basic MVP with only a calculator for iOS & Android. Their goal was to run a soft launch to test market demand before committing to a larger investment.
1. Early-Stage MVP: The app did one thing well i.e. calculate doses, but offered nothing to keep users coming back after their first calculation.
2. No Defined ICP: The audience was undefined. Without clarity on who the app served best, marketing and product decisions were guesswork.
3. Low Conversion Rate: The onboarding flow wasn’t tailored to the needs of potential users, resulting in just an 8% install-to-subscription conversion rate.
The Approach: Soft Launch → Insight → Product
1. Soft Launch & Keyword Research
We started with first-level keyword research for peptide calculator to win early discovery on niche, high-intent terms rather than overcrowded generics. The goal was not volume for its own sake but getting in front of the right user as quickly as possible.
We shipped immediately to collect unfiltered feedback. The response was clear i.e. users liked the calculator, but they wanted a defined structure with schedules, records, and guidance around the calculation.
2) Defining the ICP from Real Usage
Through user feedback from the soft launch, we identified four clear personas:
Gym-goers, bodybuilders, athletes: They needed precision dosing, timing (pre/post-workout), and injection-site rotation to avoid overuse injuries along with a record to evaluate what worked.
Weight-loss & wellness users: This group was pretty new to self administering doses and needed confidence. They were looking for clear reconstitution, safe technique, reminders, and simple progress tracking with safe injection guides.
Biohackers & longevity seekers: These were the most premium audience of the app that knew what they were doing but wanted detailed peptide reference data and cycle planning tools to push it to the next level.
Injury rehab & recovery: These users valued simplicity and wanted guidance, pain/recovery notes, and a quick way to log without friction.
With ICP clarity, we could stop building “for everyone” and start solving for our identified audience.
3) Onboarding: Clear Value
We rewired onboarding to give users what they wanted. The first screen asked users if they were an athlete, recovering from an injury, trying to lose weight, or just focused on general wellness.
Their answer decided what they saw next.
- Athletes went straight to cycle planning and injection site rotation.
- Recovery users saw safe injection tips, reconstitution guides, and timely reminders. It felt personal from the very first tap, and that made all the difference.
Results: Conversion lifted from 8% to 35% shortly after the rollout. No tricks, just relevance and a shorter path to value.
Please Note: The onboarding was designed by Priori Data and the client was proactive in shipping the iterations.
4) Shipping High-Value Features
Once the right audience was converting, we shipped features in phases, led by adoption data:
- Peptide Info Library: A built-in guide with clear profiles for each peptide, explaining what it’s for, typical dose ranges, how long it lasts in the body, how to mix it, and any safety notes.
- Smart Schedules & Reminders: Lets users set up flexible dosing plans, whether it’s daily, every few days, weekly, or a gradual increase. Comes with a calendar view and reminders at the right time.
- Injection Site Logging & Rotation: A simple way to record where each injection was given, with suggestions for rotating spots so the same area isn’t overused.
- Inventory & Low-Stock Alerts: Keeps track of how much peptide is left, along with expiry dates, and alerts users before they run out so they don’t break a cycle.
- Logging, History & Analytics: One-tap logging for dose, site, time, and notes. Tracks streaks to encourage consistency and stores a full history so users can review and adjust their routine.
Every release was measured against feature adoption, session depth, and next-day return.
- Low-adoption features were tuned, renamed, or repositioned.
- High-adoption features were redesigned with a more user friendly UI.
5) CRO & Monetization: A/B Testing
With product-market fit in place, we moved to optimisation that would increase LTV:
- We ran A/B testing for multiple screenshot formats, preview videos, and icon variations and settled on creatives that resonated with the niche, increasing CTR to 23%.
- Ran paywall tests that lifted revenue by 35% with same number of downloads.
Please Note: All screenshots, icons and paywalls were designed by the creative team at Priori Data
6) Re-engagement: Right Nudges at the Right Time
Peptide usage often involves cycles, rest periods, and reordering. We built in push notifications that reminded users when it was time for a dose or when their inventory was running low. This kept the app relevant day after day, instead of being a one-off calculator.
The Results
- Keyword Research: Ranked multiple keywords in the Top 10 for the U.S. and increased organic installs by 21%.
- App Rating: Rating went from 2.2 to 4.2 stars in a span on just 5 months
- CTR: Increased CTR by 35% through creatives testing.
- Revenue: Increase revenue by 35% through paywall optimisation.
Key Takeaways
- Soft launches are strategy, not a phase. Ship early, collect signal, and let the audience define the roadmap.
- ICP clarity drives everything. Onboarding, features, and messaging got sharper the moment we stopped building for “everyone.”
- Solve daily pain points. Site rotation, reminders, and inventory sound basic—but they’re the difference between a tool and a habit.