Finding the
right incentive to
double referrals

NeoTaste's referral program was the primary engine for organic growth. While it was functional, the conversion rate from invite-to-install had plateaued. We needed to identify if our current "one month free" incentive was the most effective lever for current users.

Referral volume wasn't scaling with the user base

As NeoTaste expanded into new markets, we noticed that different regions responded differently to incentives. The "one-size-fits-all" approach to referrals was starting to limit our growth potential.

Data showed that while users were sharing the app, the actual conversion of referee to active user was lagging behind our targets for the quarter.

Moving from static to dynamic incentives

We hypothesized that introducing choice and higher perceived value could unlock a secondary layer of growth. Instead of a single reward, we started testing tiered systems and double-sided rewards.

The goal was to make the referral experience feel less like a transaction and more like sharing a valuable secret with a friend.

Iterative testing and regional insights

Validated results via regional A/B tests

We launched the pilot in three major cities, testing different reward combinations against a control group. The data allowed us to refine the incentive multiplier in real-time.

By personalizing the referral message and making the "Give/Get" value transparent, we reduced the friction of sharing significanty.

Engagement follows value

Growth isn't just about the button; it's about the benefit. When users feel they are truly giving something special, the psychological barrier to "marketing" for the app disappears.