SleepWellBaby

GFP delivered double digit growth across subscriber monetisation and retention, delivering better sleep for new families.

14.7%↑

Increase in subscriber retention rates

23.3%↑

Increase in subscription renewal rates

29.8%↓

Decrease in long-term cancellations

“The Growth For Purpose team quickly identified the right tech stack and mapped out clear user journeys, zeroing in on our conversion and retention challenges. 

Their extensive experience in user journeys showed through as they prioritised each step—content, design, build, testing, and launch—based on how much impact it would have on our KPIs. 

The results speak for themselves: campaigns went live fast, and we saw immediate improvements, surpassing all expectations with double-digit boosts in both conversion and retention. Not just that, but their improvements have augmented and reinforced the real world value and outcomes our product delivers to the lives of our users! 

Thousands of families are now sleeping better thanks to this strategy, increasing the benefit our subscribers are getting from our app from their very first touchpoint!

We could not have done it without GFP.”

- Daniel Platt, CTO

SleepWellBaby App

Client

Year

2024

Background

SleepWellBaby (SWB) is dedicated to improving the sleep and feeding habits of babies, providing parents with valuable tools and insights through their mobile app.

Challenges

• Low initial monetisation and conversion rate
• Limited user engagement and retention
• High cancellation rates and low monthly renewal rates

Key goals

• Drive conversion through a personalised, winback monetisation journey.
• Deliver generous value through highly relevant content delivered across multiple CEA channels, to drive engagement and retention of new paying subscribers.
• Map out and engage the user at every stage of the user lifecycle, particularly as their child gets older and enters new developmental stages.

Strategy

We implemented a comprehensive content and campaign strategy focused on monetization, user engagement, and tracking behaviours. This initiative aimed to enhance customer retention, optimise the user experience, and increase conversion rates (CVR).

Strategic Campaign Development

HIGHLIGHTS

Over the course of 3 months we launched a comprehensive user journey map of personalised campaigns for SleepWellBaby designed to increase new user – subscription conversions and subscriber  retention. These campaigns were mapped in Miro, content written and campaigns designed on Figma, and then built, tested and launched using Braze.

We also developed a new data taxonomy and closely supported the SleepWellBaby developer team in the implementation of the Braze SDK along with tracking, activating and managing user action related targeting, personalisation and multi-channel personalised engagement.

Retention and Engagement Improvement

We implemented user engagement journeys to address subscriber retention. The goal was to increase short- and long-term retention rates for new paying users, focusing on the critical first 30 days of a user’s subscription.

The campaigns targeted specific touchpoints to enhance ongoing engagement and reduce cancellations. SleepWellBaby was already significantly outperforming the industry benchmark for user retention (likely due to the strong drive of new subscribers to fix baby sleep).

We were able to further create major growth on both new and existing subscriber engagement with double digit retention improvements in the first 7 days and significant improvements on day 14 and day 30.

These improvements were driven by the launch of new engagement journeys and the overall retention efforts since May 2024.

Retaining users within the critical early days means parents are now continuously supported with effective sleep solutions when they need it the most. Improved retention indicates that the app’s tools are helping parents establish better sleep routines, reducing parental stress and leading to healthier, more rested babies. The immediate impact on both baby and parental sleep health has long-term benefits for family dynamics, including better emotional regulation, improved mood, and overall family harmony.

Higher retention rates of course also translate directly to increased lifetime value (LTV) for each user. Improving retention—especially by double digits—ensures that subscribers stay engaged with the app for longer periods, meaning recurring revenue growth and fewer marketing costs to acquire new users. A 14.6% increase in day 3 retention alone can lead to a snowball effect, where more users stay on through days 7, 14, and beyond, growing the ROI on acquisition efforts.

Reduction in Subscriber Cancellations

One of the key issues SleepWellBaby was experiencing was a high cancellation rate of new subscribers. To address these high cancellation rates, we rolled out targeted engagement campaigns designed to improve decision-making processes for users, develop their understanding of how to use the product, and provide additional value to users across multiple channels. 

We developed highly relevant content delivered to users across email, push notifications and interactive in-app messages. These automated reminders and educational pieces reduced the time from subscription start to receiving the crucial information to support their family’s sleep, as well as delivering it in digestible pieces complementing in-app features. 

The initial reduction in subscription cancellation was huge, and while this was achieved at relatively low user volumes, we’ve seen these gains remain stable as SleepWellBaby scales.

Lower cancellation rates indicate that parents are getting more value out of the app to keep using it beyond the initial subscription period. Continued access to the app’s features supports families over longer periods, makes it easier to navigate different stages of their baby’s development. This can result in more consistent sleep routines, which are vital for both the baby’s growth and parental mental health.

A 23.3% increase in monthly renewal rates also significantly strengthens the customer base, leading to higher monthly recurring revenue (MRR). This improvement allows the business to scale faster while minimising churn, ensuring that marketing efforts to attract new users are compounded by renewals from existing customers. It's particularly impactful for annual subscribers, who will represent long-term value for the app.

In our recent work with SleepWellBaby, the email campaign results for both Monetisation Conversion and Free & Paying Subscriber Engagement have been particularly impressive, far exceeding industry benchmarks and demonstrating the power of personalised, timely communication with truly relevant and valuable content.

Email Engagement Metrics

Open Rates

SleepWellBaby's open rates are now nearly double the industry average, reflecting a high level of relevance and engagement. This significant uplift is a testament to the quality of content, personalised messaging, and strategically crafted subject lines that resonate with the user base. Higher open rates are indicative of the trust and anticipation users have when receiving emails from SleepWellBaby, reinforcing the app's value proposition in helping parents with their baby’s sleep journey.

Click-Through Rates (CTR)

With a CTR of 3.5% for monetisation campaigns, SleepWellBaby is outperforming industry averages, while the 2.5% CTR for subscribers aligns well with expectations as these campaigns deliver value directly in the form of sleep education, and app open rates are a secondary goal. These overall high CTRs confirm that the journeys GFP designed and launched are effectively delivering content that users find actionable, whether that’s through accessing premium features or engaging further with the app.

Impact on User Engagement and Monetisation

The improved open rates and CTR demonstrate high user interest, which translates into higher retention and increased revenue potential.

With double-digit increases in conversion rates and retention improvements, SleepWellBaby is effectively helping families by encouraging better user engagement through targeted, personalized communication.

These metrics underscore the success of the app's content strategy, providing relevant tips, tracking tools, and expert advice that keeps users engaged and returning to the app. The result is not just a business win but a real-world impact on parents and babies, improving sleep, reducing stress, and fostering stronger family dynamics. By reaching parents at the right moments and with the right content, SleepWellBaby is delivering tangible benefits to its community.

We have helped SleepWellBaby build a powerful foundation for future growth, that has delivered strong results in monetisation, engagement, and retention strategy, shattering industry benchmarks and exceeding all expectations.

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