Juni Parent Digests & Referral Funnel
Juni parents view weekly “Session Notes” of their child’s progress. This is where they will most often see a referral link, a common paradigm for paid services like ours. How would we improve this and increase referrals?
In order to increase growth via referrals, we needed to understand why parents refer others to Juni. We interviewed the parents of 12 different Juni students of varying ages, income levels and engagement.
Demonstrating Value vs Referral Link Sharing
Almost every parent expressed an interest in being able to share what their child was working on with others to convey the value to other parents. As a parent, I’d like to be able to pull up my most recent digest email, click on a recent project and say “Look, my child made this on Juni, you should try it!”
This made a lot of sense to us. So instead of focusing on the financial benefit of referrals (a $50 discount) we focused on sharing what the child had created or how well they were doing on Juni. I mean, what parent doesn’t like to brag about their kid?
Parent Digest Pages
When a potential lead engages with the parents’ shared content, their taken to a simplified stats page about that student. This allows them to see not only what Juni has to offer, but tangible results. We found this incentivizes signups quite a bit more than a discount (which still does exist!).
For security and safety reasons these pages exist as snapshots that are publicly visible but stripped of any activity or personal details about the student. Almost like a report card with recent projects, it allows parents to safely share the content on social media and potential leads to view it without an account.
Generic Referral Page
For parents who want to share Juni to gain referral points, but do not want to share their child’s progress, we created a generic page with the same offers.