WeWard · B2C · walking rewards app
Rebuild onboarding to get users to commit and feel something
Biggest win of the year: retention and LTV up a lot; unlocked more paid UA
Workedonboarding
What they did
A long, heavily iterated project redoing onboarding, applying advice from top apps and founders on getting users to commit (e.g. a commitment step) and creating emotion through the celebrity and branding.
What happened
Retention rose a lot, LTV increased and it unlocked part of user acquisition. No figures given.
- Stage
- growth
In their words
Sub Club by RevenueCat · How WeWard Hit 20M Users Without Paid Ads — Yves Benchimol, WeWard“We increased a lot the decision retention because we applied so many advice that I learned from top apps and from top entrepreneurs about how you make your user commit, how you create emotion.”
“it's part of the project that allow us to unlock part of the user acquisition and increase the LTV and the retention”
Related topics
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More from this episode
- WeWard: Pay a PR agency $3-5K a month instead of buying ads300K downloads in 5 minutes from one TV spot; four years with zero ad spend
- WeWard: Take the PR playbook that worked in France to Italy, Spain and the USWorked in Italy and Spain; flopped in the US despite a top agency
- WeWard: Add in-app ads once you see retention hold after a big traffic spikeAds work well thanks to the large audience; says they pay at ~100K daily users
- WeWard: Promote brands like Nike and Expedia in the app for a cut of salesWorks well; Nike, Adidas, Expedia, Booking.com and Amazon signed on
- WeWard: Add a paid plan that removes ads, after ads and affiliate already workStill a small share of revenue but growing fast
- WeWard: A/B test every feature on steps walked, and don't track time in app
- WeWard: Lock TikTok and Instagram until users hit their walking goalUsers of the feature walk 10% more
- WeWard: Give a famous athlete shares to be the app's face and press voiceHelped press, hiring, CAC and retention; founder says hard to quantify
- WeWard: Put the celebrity's face in ads and onboarding so the app feels localFounder says better ad conversion, lower CAC and higher retention; no numbers
- WeWard: Sell companies step challenges for staff, with charity donationsBiggest fail of the year; couldn't make it work
- WeWard: Keep one app everywhere; swap only the rewards and partner brands per countryLive in 29 countries without local teams
- WeWard: Ask users if blockchain matters; switch to plain points when they shrugUsers happier, engineers relieved; scaling and lag problems gone
- WeWard: Add card collecting with your own characters to keep walkers coming backFounder says retention is the highest it has ever been; no numbers
- WeWard: Move the founder to New York to crack the USSlow first two years; now 'becoming a significant app' in the US