Headspace · meditation and mental health app
Reward the top referrers with a 1:1 session with their favorite teacher
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What they did
Marketing ran a referral challenge where the top 5 (or 10) referrers won a one-on-one meditation session with their favorite Headspace teacher. Exploring similar rewards such as early content access or special events. In an earlier era, lifecycle tried a thank-you note from co-founder Andy for referrers, which users found more meaningful than money.
- Stage
- scale
In their words
Sub Club by RevenueCat · How Headspace Optimized Revenue by Gating Content — Shreya Oswal and Keya Patel, Headspace“So our marketing team recently ran this great referral challenge where the prize was, if you were one of the I think one of the top five referrers, maybe it was top 10, you actually could win a one-on-one meditation session with your favorite teacher.”
“they even tried doing something like a thank-you note from Andy, who's the co-founder, or something like that, which was so much more meaningful to folks versus some of the other types of solutions.”
Related topics
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More from Headspace
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- Ask why people joined, then remind them of it laterQuite effective at reinforcing the habit, consultant says; no numbers
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- Ask the user's main goal and show different content for each
- Add new uses, like sleep and exercise, so users don't outgrow the appConsultant calls it smart; no numbers
More from this episode
- Headspace: Lock 90-99% of the free library, keeping 1-2 favorites free per categoryMuch higher free-to-paid conversion; far fewer complaints than feared
- Headspace: Lock the whole content library behind a free trial, for new and old usersHigh double-digit lift in paid subscribers; trial users engaged more than free users
- Headspace: Let anyone share a 30-60 second clip of any meditation with a friend
- Headspace: Raise monthly from $9.99 to $12.99 and cut annual from $99 to $69.99More total revenue and higher conversion on both plans; more users chose annual
- Headspace: Show the yearly plan's per-month cost, with a cartoon character pointing at itHelped shift sign-ups toward annual alongside the price change; no separate numbers
- Headspace: Test 8 lower monthly prices to pull in less committed usersLost revenue: more people chose monthly without enough extra conversions; not rolled out
- Headspace: Label the yearly plan 'best value' instead of showing the dollars savedThe simple 'best value' label beat showing the dollar savings
- Headspace: Push the yearly plan hardest on the paywall, keeping monthly as an optionMore picked annual, but fewer paid after the trial; went back to equal plans
- Headspace: Add a free trial: 7 days on monthly, 14 days on yearlyDouble-digit conversion lift; rolled out end of 2019
- LinkedIn: Open free trials to everyone and let users pick their own planCalled a big win for revenue and for users picking the right plan; no numbers
- Headspace: Offer a student discount plan, then open it in the 7-10 countries asking mostSmall but positive revenue at first; international launch 'done really well'
- Headspace: Add a family plan so members keep each other using the appBest retention of any plan, monthly and annual; brought in new users and raised ARPU
- Headspace: Let new users pick several reasons they came, not just oneSignificant lift: fewer drop-offs at that question and more trial starts
- Headspace: Test a 10-15 screen onboarding against a 3-4 screen one straight to the upsellLong raised week-1 use but cut conversions; short converted but felt off-mission; settled in middle
- Headspace: Promise a prize for sticking with it the first month, with on-track reminders
- Headspace: Give referred friends a 30-day free trial instead of 14, with no cash rewardHigh trial redemption and good conversion from referred friends; no numbers