30-Day Guest Pass: Headspace's A/B test

The bottom line

Headspace's 30-Day Guest Pass, a referral program giving invitees a 30-day free trial instead of 14, lifted new signups by 7% and revenue by 8%. Trusted referrals paired with a longer trial helped skeptics see the app's value and convert to paid.

Key takeaways

• A longer trial offered through a referral brought in more new users. Current users' recommendations persuade people who doubt the app.
  • New signups rose 7%.
• The referral trials turned into more paying subscribers. Free trial to paid conversion was higher for referred users.
  • Revenue rose 8%.
• The pass doubled the standard trial length. More time helps new users understand what the app offers.
  • The trial went from 14 days to 30 days.

The test: 30-Day Guest Pass

Headspace ran a referral program that gave invited friends a 30-day free trial to turn skeptics into trial users.

• The program used personal recommendations from current users.
  • Referrals were meant to feel personalized and trusted.
  • The target was potential users who doubted the app's value.
• The offer was a trial twice as long as the standard one.
  • The standard free trial is 14 days.
  • The guest pass extended it to 30 days.

Result

The program increased both signups and revenue.

• New signups went up 7%.
  • The gain came from the referral program with the longer trial.
• Revenue went up 8%.
  • The cause was a higher conversion rate from free trial to paid subscriber among referred users.