CaddieThe bottom line
Showing positive feedback from other users during meditation sessions raised the survival rate of Headspace free trial users by 3%. Real-time social validation can improve engagement and retention by showing the content works.
Key takeaways
- Headspace added a feature that shows encouraging thoughts from other users during sessions. It was meant to give real-time social validation.
- The messages are positive feedback and encouraging thoughts from other users.
- The feature improved retention among free trial users. Survival rate of free trial users rose by 3%.
- The test sits in the category of user engagement and retention.
- The goal was to show the content's effectiveness and benefits. Seeing others benefit was expected to improve the user experience and engagement.
The test
Other users' encouragement appears while you meditate
Headspace displayed other users' positive feedback during meditation sessions to add social validation.
- The feature shows feedback and encouraging thoughts from other users in real time.
- It appears during meditation sessions.
- It aims to enhance the user experience and improve engagement.
The result
Adding social validation lifted free-trial survival 3%
| Control | Variant | |
|---|---|---|
| During session | Meditation only | Plus other users' encouraging thoughts |
| Social validation | None | Real-time |
| Free-trial survival | Baseline | +3% |
The variant lifted the survival rate of free trial users by 3%.
- The measured outcome was free trial survival.
- The increase was 3%.
- The test was first written up at insidergrowthhq.com, in a post of three Headspace case studies.
In the growth library
Headspace, User engagement & retention test. Showing positive feedback and encouraging thoughts from other users during meditation sessions adds real-time social validation to the product. The test lifted the survival rate of free trial users by 3%.
Lessons that draw on this:
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