Nudgelab

How to activate sleeping SATS members

Inactive clients short term are unprofitable clients long term - this is how we got them back.

Results
16/28
Experiments showed good effects.
Results
50%
Increased activity by challenging “all or nothing” thinking.
Results
30%
Increased activity by offering a small discount for people who worked out four times a month.

Results

16/28

Experiments showed good effects.

Results

16/28

Experiments showed good effects.

Results

50%

Increased activity by challenging “all or nothing” thinking.

Results

50%

Increased activity by challenging “all or nothing” thinking.

Results

30%

Increased activity by offering a small discount for people who worked out four times a month.

Results

30%

Increased activity by offering a small discount for people who worked out four times a month.

Process

We combined behavioral psychology, social anthropology, and analysis in short sprints. The passive members were defined in four behavioral segments to be able to customize measures and messages. Each idea was tested through A/B experiments and continuously adjusted.

"We are competing with Netflix and Instagram for people's time. That's why we also have to use psychological tools to get them in the door."

Mette Liset, Nordic Business Development Manager, SATS

Results

16 out of 28 experiments had an effect over two measurement periods. Effective measures included:

Timely reminders
Small financial incentives
Email campaigns based on targeted psychological principals
The use of behavioral segments

Timely reminders
Small financial incentives
Email campaigns based on targeted psychological principals
The use of behavioral segments

Simple measures alone could finance the entire project when scaled up. Furthermore, the project laid the foundation for continued experimentation and scaling at SATS.

Sources