Havenly's Referral Program
As Havenly’s marketing PM, I took ownership of the referral program. In addition to optimizing KPIs such as number of shares, number of registrations from referral, and number of package purchases from referral, I also maintained a holistic view of the ways users can share Havenly to ensure each referral touchpoint makes sense throughout the entire Havenly experience.
In this case study, I’ll walk you through my most-recent round of optimizations for Havenly’s referral program.
Note: To comply with my non-disclosure agreement, I have omitted confidential information in this case study. This information in this case study does not necessarily reflect the views of Havenly.
First, I documented all the ways users can share Havenly, including sharing a personal referral code, gifting merchandise credit and Havenly packages, and sharing Havenly on social media. I wanted to ensure that each time we ask a user to share, the request is thoughtful, intentional, and part of a cohesive strategy. The sharing “site maps” are as follows:
With a holistic perspective, I worked with the marketing team to refresh important touchpoints. We worked towards the following goal:
Encourage users to share Havenly with their friends by triggering referral CTAs at key moments and incentivizing users with a substantial reward.
The high-level requirements included updates to the following pages:
"Share the Love" page
This page is always accessible through the top navigation and functions as a standard referral page.
Pop-up modal after a user receives her final design
This is considered a high moment: a user is hopefully really excited with her final design, and will want to share Havenly with her friends and family. Additionally, if the primary user refers a friend who purchases a package, that user will receive $50 in merchandise credit to go towards turning that design into a reality.
"Launch project" page
After a user fills out her room profile, there is a waiting period until her designer can turn around the first set of design ideas. During this time, a user sees the “Launch Project” page, where they can take action on a few things, such as sharing their referral code. User feedback has confirmed completing a room profile is another exciting moment — the user has answered a lot of fun questions about their dream room, and is excited to get started.
The updates to these pages include:
Surfacing the user’s code
This will smooth out the UX by allowing users to easily copy their own code, and paste it into whichever platform they’d like to share through. Previously, users had to click on a link to open up an email draft that would include their personal code. Additionally, we changed the code to include the user’s first name + a number, instead of a random string of numbers and letters.
Implementing “Give $50, Get $50”
We increased the referral amount from $25 to $50 in hopes that a more substantial reward will incentives users to share more.
Social sharing icons
By adding pre-written content for Facebook, Twitter, Email and text message (on mobile), we make it easy for users to quickly share out their personal code in just a few clicks.
Overall, these improvements were reflected in the referral funnel data:
- Percentage of users who shared increased from 6.7% to 9.3%
- Registration of referred users increased from 11% to 21%
- Percentage of referred users who converted into paid customers increased from 31% to 41%