BetterSleep Newsletter
Contents
01
Executive Summary
- Monetization
- Top Monetization Networks
- User Acquisition
- UA Strategy
- Creative Strategy
02
App Overview
- Core Functionality
- Fun Features
- Monetization
- In-App Purchases
03
User Acquisition
- Revenue + Revenue in Top 5 Countries
- Downloads + Downloads in Top 5 Countries
- Monetization Networks
04
Top Creatives
05
Top Creatives (Competitors)
06
User Acquisition Strategy
07
Creative Strategy
08
BetterSleep Strategy
Executive Summary
Fun Features:
Bedtime Stories
Diverse Soundscapes
Sleep Tracker & Recorder
Expert-Guided SleepMoves
Mindful Melodies
Monetization
7-day Free Trial
Win-Back Offer
Couples Meditation Exclusive
Exclusive Sleep Sounds
Trail Progress Offer
Extended 30-Day Trial Offer
Top Monetization Networks
User Acquisition
Revenue of $36,595,409
Top Tier-1 countries in revenue: USA, Australia, Canada, UK, France, Germany
Total downloads of 40,730,271
Top Tier-1 countries in downloads: USA, UK, Canada, France, Australia, Germany
UA Strategy
Downloads: BetterSleep app witnessed a 1.81% increase in downloads in the last 14 to 30 days, and a 10.11% uptick in the last 30 to 60 days. There was a 4.86% increase in downloads over the last 60 to 90 days.
Revenue: BetterSleep's revenue decreased by 4.06% in the last 14 to 30 days, 1.96% in the last 30 to 60 days, and saw a drop of 6.34% in the last 60 to 90 days.
Monetization Networks: Facebook saw an increase of 10.8% in the last 30 to 60 days and 53.13% in the last 60 to 90 days. YouTube experienced a 3.7% increase in the last 14 to 30 days and a 23.7% rise in the last 30 to 60 days. Unity experienced a 20% growth in the last 60 to 90 days.
Popular Markets: In the last 14 to 30 days, Australia grew by 4.8%, but the USA fell by 4.2%. Over the next 30 to 60 days, the UK and the USA saw increases of 6.2% and 5.9%, respectively, while Germany surged by 18.7%. Germany's growth continued at 3.3% in the last 60 to 90 days.
Creative Strategy
Unique/New Creatives: In the last 14 to 30 days, there was a decline of 28.5% in new creatives, followed by a 29.08% decline in the last 30 to 60 days, and a 9.73% rise in the last 60 to 90 days.
Monetization Network: Facebook showed a 32.3% decline in the last 30 to 60 days and a 25.0% increase in the last 60 to 90 days, while YouTube experienced a 63.6% increase in the last 30 to 60 days.
Popular Markets: In the last 14 to 30 days, Australia showed a positive growth of 7.8%, while Canada had a decline of 6.7%. Over the last 30 to 60 days, Germany experienced an increase of 25%, while the USA observed a 10.8% increase. The USA experienced a 15.1% decline in the last 60 to 90 days and the UK maintained a positive growth rate of 40.0% over the last 60 to 90 days.
BetterSleep is a sleep aid app designed to help users achieve better sleep quality and overall well-being through scientifically backed methods that are both soothing and impactful. From sleep tracking and customized recommendations to relaxation techniques and educational resources, the app empowers users to take control of their sleep health and make positive changes for a more restful and rejuvenating night's sleep.
Core Functionality
BetterSleep app monitors sleep recordings of users to generate sleep scores, providing actionable insights to address issues affecting their sleep.
When activated at night, the BetterSleep sleep recorder uses a detection algorithm to recognize and categorize typical sleep sounds (like snoring, talking, and external noises).
Each type of noise is categorized to allow for easy playback and review the following morning.
BetterSleep incorporates guided meditations and relaxation practices like story narration to ease stress and prepare for sleep.
The application allows users to mix their favorite sounds, binaural beats, and music to create personalized sleep-inducing environments.
The platform includes licensed hypnotherapists, chronotype analysis, and collaboration with sleep specialists like Dr. Russell Foster.
Fun Features:
Bedtime Stories
Diverse Soundscapes
Sleep Tracker & Recorder
Expert-Guided SleepMoves
Mindful Melodies
Monetization
Monetization Strategy: BetterSleep
1. 7-day Free Trial
BetterSleep provides an initial free trial, offering premium features for 7 days after just 1 session to encourage users to experience the benefits and recognize the value of premium features.
To initiate the free trial, users are prompted to subscribe, unlocking a range of features including a library of 200+ sounds and music, 500+ meditations & stories, sleep recordings with insights, and sleep tracking.
The subscription fee, set at $0.9/month or $10.84/year, is intentionally designed to minimize commitment and eliminate barriers often associated with higher-priced models.
2. Win-Back Offer
BetterSleep provides users with the same 7-day free trial, complemented by a 30% discount, serving as an extra incentive to prompt users to become paying customers.
This exclusive offer is designed to win back users who might have initially had hesitation about subscribing.
The mention of "last chance" indicates that the discount or free trial may not be offered later, and the phrase ‘Unlock full experience' is intended to convince users that the entire premium service is valuable enough to justify the subscription cost, reinforcing the overall value.
3. Couples Meditation Exclusive
BetterSleep introduces the 'Couple Tantric Love Meditation' to enhance relationships, addressing the fundamental human desire for meaningful connections and shared experiences.
To access the specialized content for joint meditation, users must subscribe, underscoring a commitment from individuals who aim to enhance their connection through this distinctive offering.
The focus of this offering lies in leveraging the broad popularity of meditation, all the while addressing users' profound personal desires linked to relationships.
4. Exclusive Sleep Sounds
BetterSleep offers users exclusive sounds tailored to improve various aspects of their sleep, such as faster sleep induction, reduced distractions, better sleep comprehension, and enhanced bedtime routines.
To access these exclusive sounds, users can upgrade to a premium subscription. The click on the upgrade button leads them to a 7-day free trial page, where the details of the subscription cost are presented.
Before starting the trial, users need to subscribe, with an affordable monthly rate of $3.33 or an annual rate of $39.99 (originally $59.99, now discounted).
By merging exclusive features with a free trial, it encourages users to experience the enhanced benefits of premium content, fostering a commitment to long-term subscriptions.
5. Trail Progress Offer
BetterSleep offers users a sequential trial experience, allowing them to explore the app's features without an initial commitment by providing a 14-day free trial.
Accessing the 14-day free trial unlocks a vast library with 540+ sounds, including music, meditation, sleep stories, and detailed insights into sleeping patterns, enhancing the user experience and showcasing the app's diverse offerings to provide a comprehensive sleep solution.
The pricing structure, set at an annual subscription cost of $59.99, is designed to encourage a prolonged commitment from users who have already experienced the app's value throughout the trial period.
6. Extended 30-Day Trial Offer
The app provides a 14-day free trial, and if declined by the user, it extends the offer to a 30-day free trial with identical benefits, offering an extended opportunity for users to thoroughly explore its features.
The longer trial period emphasizes flexibility, allowing users more time to thoroughly experience and enjoy the app before making a subscription decision.
The application provides an extended 30-day trial to mitigate perceived pressure or urgency, creating a smoother experience for users and fostering a relaxed environment for exploring the app.
Subscription Model of BetterSleep
BetterSleep Premium
BetterSleep Premium, a subscription service by the BetterSleep app, offers users expanded access to premium features including sounds, meditations, and other exclusive content.
Subscribers can opt for a Monthly plan at $9.99, the popular Yearly plan at $59.99, or the Lifetime plan at $249.99, providing an enriched experience with additional benefits beyond the free app version.
These premium features enhance users' sleep quality, relaxation, and overall well-being, offering specialized content and tools tailored to individual needs.
Promotional Offers/ Emails
The BetterSleep app engages users through promotional emails, offering a risk-free 7-day trial for Premium SleepTales to allow exploration of the app's premium features and effectively capture their interest.
The app includes a 'Read More' and ‘Claim Free Trial’ call-to-action (CTA) in emails, to direct more individuals to the app's platform, where they can find detailed information about premium features, enhancing their understanding of the upgraded subscription's value.
BetterSleep uses email to offer a 30% discount on the premium subscription, leveraging urgency for new sign-ups and as a retention incentive for existing users.
Feature Comparison
(Basic vs. Premium)
Top In-App Purchases
User Acquisition
Revenue: $36,595,409
Top Countries Tier:1
USA
🇺🇸 (72%) : $26,741,787
Australia
🇦🇺 (5%) : $1,730,047
Canada
🇨🇦 (5%) : $1,664,945
UK
🇬🇧 (4%) : $1,443,805
France
🇫🇷 (2%) : $584,179
Germany
🇩🇪 (1%) : $439,717
Downloads: 40,730,271
Top Countries Tier:1
USA
🇺🇸 (47%) : 19,181,458
UK
🇬🇧 (5%) : 2,132,872
Canada
🇨🇦 (4%) : 1,740,655
France
🇫🇷 (2%) : $584,179
Australia
🇦🇺 (3%) : 1,152,037
Germany
🇩🇪 (3%) : 1,034,272
Other Countries:
Japan 🇯🇵(4%),
India 🇮🇳(4%)
Top Monetization Networks (Last 30 days)
RpD
Tier-1 West: $1.23
Global: $0.9
Top Creatives
Creative 1
CREATED
Dec 17, 2023
IMPRESSION
1,649,915
Impressions by country
USA (100%)
Other countries
N.A.
Creative tags
COLORS
Monetization Network:
Creative 2
CREATED
Oct 21, 2023
IMPRESSION
1,145,282
Impressions by country
USA (100%)
Other countries
N.A.
Creative tags
COLORS
Monetization Network:
Creative 3
CREATED
Dec 17, 2023
IMPRESSION
439,839
Impressions by country
USA (100%)
Other countries
N.A.
Creative tags
COLORS
Monetization Network:
Top Creatives (Competitors)
1. Calm
CREATED
Oct 18, 2023
IMPRESSION
4,006,544
Impressions by country
France (35%),
UK (31%),
Germany (11%),
Australia (7%),
Canada (7%),
USA (2%)
Other countries
Netherlands (3%),
Finland (2%)
Creative tags
COLORS
Monetization Network:
2. Hallow
CREATED
Oct 04, 2023
IMPRESSION
3,029,477
Impressions by country
USA (41%),
France (12%),
UK (6%),
Canada (3%),
Australia (2%)
Other countries
Brazil (14%),
Spain (11%)
Creative tags
COLORS
Monetization Network:
3. ShutEye
CREATED
Nov 04, 2023
IMPRESSION
2,136,438
Impressions by country
USA (40%),
UK (12%),
Canada (9%),
France (8%),
Germany (6%),
Australia (6%)
Other countries
Switzerland (3%),
Hong Kong (2%)
Creative tags
COLORS
Monetization Network:
User Acquisition Strategy
Change in %
% change = ((new value - old value) / old value) * 100
How is Strategy changing?
1. Change in Downloads
In the last 14 to 30 days, there was a 1.81% rise in downloads.
Over the last 30 to 60 days, an increase of 10.11% was observed.
In the last 60 to 90 days, downloads showed an increase of 4.86%.
2. Change in Revenue
Over the last 14 to 30 days, the revenue experienced a 4.06% decline.
In the last 30 to 60 days, there was a 1.96% decrease in revenue.
In the last 60 to 90 days, there was a downfall of 6.34% in revenue.
3. Change in Monetization Networks
Facebook demonstrated a growth of 53.13% in the last 60 to 90 days and 10.8% in the last 30 to 60 days.
YouTube saw an increase of 3.7% in the last 14 to 30 days and an uptick of 23.7% in the last 30 to 60 days.
Unity experienced a rise of 20% in the last 60 to 90 days.
4. Change in Popular Markets
Australia witnessed a substantial growth of 4.8% in the last 14 to 30 days.
The USA experienced an increase of 5.9% during the last 30 to 60 days.
The UK saw a rise of 6.2% in the last 30 to 60 days while the USA experienced a decline of 4.2% in the last 14 to 30 days.
Germany consistently maintained positive growth of 18.7% in the last 30 to 60 days and 3.3% over the last 60 to 90 days.
Creative Strategy
Change in %
% change = ((new value - old value) / old value) * 100
How is Strategy changing?
1. Change in Unique/New Creatives
In the last 14 to 30 days, there was a decrease of 28.5% in the creatives.
Over the last 30 to 60 days, a downfall of 29.08% was observed.
In the last 60 to 90 days, there was an uptick of 9.73% in new creatives.
2. Change in Monetization Networks
Over the last 14 to 30 days, Facebook witnessed a growth of 69.3%.
In the last 30 to 60 days, YouTube experienced a rise of 63.6% while Facebook had a decline of 32.3%.
YouTube demonstrated growth of 8.3% in the last 60 to 90 days.
3. Change in Popular Markets
In the last 14 to 30 days, Australia showed a positive growth of 7.8% while Canada had a negative growth of 6.7%.
Over the last 30 to 60 days, Germany had a 25% increase.
The USA observed an increase of 10.8% in the last 30 to 60 days and a 15.1% decline in the last 60 to 90 days.
The UK has consistently maintained a positive growth rate of 40.0% in the last 60 to 90 days.
Push Notifications
BetterSleep app sends two to three push notifications daily, prompting users to prepare for a restful night, likely aiming to create a habitual engagement by capitalizing on the user's desire for quality sleep.
The app sends notifications to new users to complete the onboarding process, emphasizing the reward of free access to the app service. This is meant to enhance initial engagement.
Notifications also serve as a form of support, positioning the app as a sleep guide.
By offering teasers of content like "Unleash your inner sleeping beauty – tonight's the night!", BetterSleep personalizes notifications to make them more appealing.
A direct invitation to engage with the app ("Sleep Mode: Engage!") using action-driven language reinforces the app's role in the user's bedtime ritual.
