A live streaming app · B2C · guest's former employer
Give new viewers a free gift to send the streamer, so they feel part of the show
Retention doubled and free-to-paid conversion up 50% in the experiment
Workedproduct-activationretentionupsell-expansion
What they did
Worked with the data team to find the 'magic moment' when live interactive video clicks for viewers. Gave viewers a free gift in the app: a small animation they could send to the streamer. The streamer could poke the viewer and the viewer could poke back, with the viewer's name appearing in chat. This moved viewers from passive watching to feeling recognized and part of the show (reciprocity), after which they sent more paid gifts (buying points), watched more streams and stayed longer. Then drove more users to that moment.
What happened
Retention doubled for users in the experiment; free-to-paid conversion +50%; more gifting, more streams watched, longer watch times
- Stage
- growth
“we were able to double the retention with the users that we got through an experiment. We were able to increase our free to paid conversion by 50%.”
“we gave these viewers of the live stream a free gift in the app, a little animation that they could send”
“the streamer could poke the viewer, and the viewer could poke the streamer back.”
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