How Cello helped Shore boost new MRR by 14% through user referrals.

Shore, a leading digital assistant provider for local service and retail businesses, is dedicated to enhancing its digital customer journey. To align with this mission, they decided to revamp their user referral program for a more seamless and engaging user experience.

Initially managed through another third-party referral vendor, Shore’s user referral program was disconnected from the product experience. This resulted in a subpar user experience, low program activation, and significant manual effort required to track and manage successful referrals.

Shore aimed to find a more integrated solution into their product to boost activation, engagement, and ultimately, revenue through user referrals. This is where Cello came in.

How did they succeed?

Migrating to Cello’s user referral solution was pivotal for Shore’s success. Let’s break down the key elements that made the transition smooth.

Seamless migration & payout automation

The migration from their previous referral vendor to Cello was executed flawlessly, ensuring no disruptions for existing users. Leveraging Stripe automation and manual reports where necessary, Cello enabled Shore to:

• Automate reward payouts for past and current referrers.
• Reduce manual effort significantly, especially for complex attribution setups.

This new process eliminated redundant tasks, saving Shore time and resources, and enabling their team to concentrate on scaling the program.

In-product integration

Cello’s user referral solution is embedded directly into Shore’s product interface, creating a seamless user experience. The integration includes:

• First-level menu access: A highly visible launcher (gift icon that activates the referral modal window) that encourages immediate engagement.
• Second-level menu access: A more descriptive launcher that draws attention to the referral program.
  • Labeling the referral program with a “neu” badge drew attention to this new feature.
  • Changing the copy from “Referral Program” to “Earn up to 500€” boosted engagement rates significantly.

Activation campaigns

Shore also leverages Cello’s in-product notification features to amplify program awareness. First-time users see a banner promoting the newly released program.

Regular updates through in-product notifications and feature announcements keep the program top-of-mind for users.

Additionally, Shore also triggers moments of delight notifications. They send an email with information about the user referral program to customers with a positive CSAT review that asks if they would refer Shore to a friend.

The intuitive integration and smart in-product notifications drove the activation rates significantly, with 30.2% of users engaging with the program.

Free integration of existing referrers

Cello also provided a valuable financial incentive: no charge for previously generated referral ARR. This allowed Shore to transition without incurring additional costs - a major win for their bottom line.

The result?

Switching to Cello delivered measurable improvements:

• 30.2% activation rate: A testament to strong user engagement.
• 23.2% sign-up rate: Demonstrating the program’s effectiveness in driving customer acquisition.
• 62.2% free trial-to-paid conversion rate: Highlighting the quality of referred leads.

Overall, this contributed to new MRR of 14% through user referrals and to a 33% lower CAC when compared to their inbound marketing channels.