Referral programs are a powerful tool for user acquisition, but only when designed effectively. At Yulu, our Refer & Earn program was not delivering the expected results. It suffered from low visibility, unappealing rewards, and a lack of transparency, limiting both user participation and engagement.
The product team at Yulu knew that referrals could be a key growth driver if optimized correctly, so they redesigned the program from the ground up.
The results? They are amazing!
The product manager and the team are featured as one of Upraised's top 50 Game Changers in 2024.
The Challenges:
Despite having a referral program in place, Yulu faced multiple obstacles that hindered its success:
- Low Discoverability – The Refer & Earn option was hidden within the menu, making it difficult for users to engage with the program.
- Unappealing Benefits – The previous reward structure offered only a one-day plan extension, which required an active plan to redeem. Since only 40% of users had active plans, the incentive was ineffective.
- No Referral Visibility – Users had no way to track the number of referrals made or the rewards earned, leading to disengagement.
To address these issues, Yulu needed a solution that enhanced visibility, provided attractive rewards, and made referral tracking seamless.
The Solution: A Refreshed, Engaging Referral Program
To maximize the effectiveness of referrals, Yulu introduced four key features:
- Refer & Earn Nudge – A Refer Now button was added to the Rentals Home Page, making the referral program easily accessible.
Impact: Referrals page traffic increased from 19% to 57%. - Optimized Referral Rewards – Yulu transitioned from a fixed plan extension to a percentage-based cashback reward, making it more attractive while reducing costs. The reward was credited directly to users’ wallets, increasing usability. Impact: Average referral cost reduced by 33%.
Revamped Referral Flow + Leaderboard – Contact-based referrals were introduced, allowing users to track referrals, earnings, and pending invites. A Leaderboard was also added to drive friendly competition. Impact:
- 500+ leads generated per day
- 43% conversion rate for referred users
- Tiered Referral Program – A gamified, tier-based system was launched, rewarding power referrers and boosting engagement.
The Impact: A 3x Growth in Referrals
By making referrals more rewarding, transparent, and engaging, Yulu saw remarkable growth:
- 3x increase in referral-driven acquisitions
- More users actively engaging with the program
- A strong foundation for sustained user growth and retention
The Team Behind This Feature
Kriti Sharma- Product Manager
Kriti identified challenges in the referral program, low discoverability, unappealing benefits, and no referral tracking. Kriti and team introduced a Refer & Earn Nudge to improve visibility. Rewards shifted to percentage-based cashback, making referrals more appealing. A revamped referral flow & leaderboard improved tracking and engagement. A tiered referral program gamified the process, significantly boosting referral-driven acquisitions.
As a part of Upraised’s Game Changers, we're on a mission to celebrate high-impact problem solving & celebrate the individuals who brought these innovations to life.
If you're reading this, you're most likely interested in the product space. At Upraised, we help people break into Product Management and grow to Senior Product Managers (SPM) at one tenth the cost of an MBA and without quitting your job.