Send behaviorally informed messages to encourage referrals to mobile banking

Encourage current mobile account users to send referrals to others by sending them behaviorally informed text messages such as “Invite your friends to x mobile account! when your friend opens the account both of you will receive x$”, “Till now x users invited their friends, invite your friends now!”, “Hope that x mobile account made your life easier! Invite your friends for them to benefit as well”.

Behavioral Tools: Reminders, Incentive, Salience, Reciprocity and Social Norms

Benchmarked Intervention

Experiment Overview

Women’s World Banking partnered with ideas42 to design and test behaviorally-informed text messages to encourage current JazzCash users to send more referrals to women in order to get more women to sign up for JazzCash mobile accounts. Using RCT (A/B testing), the test comprised six different messages sent to six different treatment groups of approximately 35,000 users each, which were compared against a control group that received no messages. Behavioral tools used were incentive, reciprocity, salience, and social norms.

Impact

Source: https://www.womensworldbanking.org/news/blog/its-as-easy-as-a-b-c-how-a-b-testing-helped-onboard-more-women-customers-through-mobile-account-referrals/?utm_source=ideas42+Staff&utm_campaign=9f5b8d1b3d-EMAIL_CAMPAIGN_2018_06_08_03_01&utm_medium=email&utm_term=0_c304491931-9f5b8d1b3d-186138741