What this is
Onboarding, repeat purchase and referral mechanics. Usually more incremental revenue per rupee than another channel test, and consistently under-resourced.
What you get
Where it sits
Demand generation counsel from operators who have carried a number.
Frequently asked
Onboarding, always. It has the largest effect and the shortest feedback loop.
Category dependent. What matters is the trend, and whether anyone owns it.
Six to twelve weeks for onboarding changes, longer for referral programmes to compound.
The gap between purchase and first value is where most churn is created. It is also the cheapest thing to fix.
Lapsed customers already know you. Reactivating them is materially cheaper than finding new ones, and almost nobody runs the programme.
One-sided referral schemes underperform. Both parties need a reason to participate.
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