Newsletter

BetterSleep Newsletter

BetterSleep Newsletter

Contents

01

Executive Summary

  1. Monetization
  2. Top Monetization Networks
  3. User Acquisition
  4. UA Strategy
  5. Creative Strategy

02

App Overview

  1. Core Functionality
  2. Fun Features
  3. Monetization
  4. In-App Purchases

03

User Acquisition

  1. Revenue + Revenue in Top 5 Countries
  2. Downloads + Downloads in Top 5 Countries
  3. 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 - App Overview

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)
FeatureComparisonTable

Top In-App Purchases

FeatureComparisonTable
logo

User Acquisition

Revenue: $36,595,409

analytics

Top Countries Tier:1

point

USA  

🇺🇸 (72%) : $26,741,787

point

Australia  

🇦🇺 (5%) : $1,730,047

point

Canada  

🇨🇦 (5%) : $1,664,945

point

UK  

🇬🇧 (4%) : $1,443,805

point

France  

🇫🇷 (2%) : $584,179

point

Germany  

🇩🇪 (1%) : $439,717

Downloads: 40,730,271

analytics

Top Countries Tier:1

point

USA 

🇺🇸 (47%) : 19,181,458

point

UK 

🇬🇧 (5%) : 2,132,872

point

Canada 

🇨🇦 (4%) : 1,740,655

point

France 

🇫🇷 (2%) : $584,179

point

Australia 

🇦🇺 (3%) : 1,152,037

point

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

HeadFacePersonAdultText

COLORS

#010001
#2C4C51
#FFFFFF
#6A686A
#171E72

Monetization Network:

100%

Creative 2

CREATED

Oct 21, 2023

IMPRESSION

1,145,282

Impressions by country

USA (100%) 

Other countries

N.A.

Creative tags

HeadFaceAdultPersonSleeping

COLORS

#A9A9A9
#C0C0C0
#000000
#2F4F4F
#D3D3D3

Monetization Network:

100%

Creative 3

CREATED

Dec 17, 2023

IMPRESSION

439,839

Impressions by country

USA (100%) 

Other countries

N.A.

Creative tags

HeadPersonAdultWater

COLORS

#191970
#483D8B
#CD5C5C
#F4A460
#4682B4

Monetization Network:

100%

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

NaturePersonWomenAdultHead

COLORS

#000000
#FFFFFF
#4AD0CD
#FFFAFA
#F6FFFA

Monetization Network:

100%

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

HeadFaceAdultHappyPerson

COLORS

#000000
#FFFFFF
#4AD0CD
#FFFAFA
#F6FFFA

Monetization Network:

100%

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

HeadFacePersonAdult

COLORS

#000000
#171E74
#FFFFFF
#818081
#4A428E

Monetization Network:

100%

User Acquisition Strategy

Change in %

% change = ((new value - old value) / old value) * 100

How is Strategy changing?

1. Change in Downloads

arrow

In the last 14 to 30 days, there was a 1.81% rise in downloads.

arrow

Over the last 30 to 60 days, an increase of 10.11% was observed.

arrow

In the last 60 to 90 days, downloads showed an increase of 4.86%.

2. Change in Revenue

arrow

Over the last 14 to 30 days, the revenue experienced a 4.06% decline.

arrow

In the last 30 to 60 days, there was a 1.96% decrease in revenue.

arrow

In the last 60 to 90 days, there was a downfall of 6.34% in revenue.

3. Change in Monetization Networks

arrow

Facebook demonstrated a growth of 53.13% in the last 60 to 90 days and 10.8% in the last 30 to 60 days.

arrow

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.

arrow

Unity experienced a rise of 20% in the last 60 to 90 days.

4. Change in Popular Markets

arrow

Australia witnessed a substantial growth of 4.8% in the last 14 to 30 days.

arrow

The USA experienced an increase of 5.9% during the last 30 to 60 days.

arrow

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.

arrow

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

arrow

In the last 14 to 30 days, there was a decrease of 28.5% in the creatives.

arrow

Over the last 30 to 60 days, a downfall of 29.08% was observed.

arrow

In the last 60 to 90 days, there was an uptick of 9.73% in new creatives.

2. Change in Monetization Networks

arrow

Over the last 14 to 30 days, Facebook witnessed a growth of 69.3%.

arrow

In the last 30 to 60 days, YouTube experienced a rise of 63.6% while Facebook had a decline of 32.3%.

arrow

YouTube demonstrated growth of 8.3% in the last 60 to 90 days.

3. Change in Popular Markets

arrow

In the last 14 to 30 days, Australia showed a positive growth of 7.8% while Canada had a negative growth of 6.7%.

arrow

Over the last 30 to 60 days, Germany had a 25% increase.

arrow

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.

arrow

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.