Case Study: SoundCloud Boosts Creator Onboarding by 18.5% with Phiture

Optimizing SoundCloud Onboarding With the Help of Motivational Theory

SoundCloud, an online music sharing platform, sought to increase creator retention by motivating new users to complete key onboarding actions after their first upload. They partnered with the mobile growth consultancy Phiture to leverage personalized lifecycle marketing and design an experience that would prompt these essential actions within a creator's first three days, thereby increasing long-term engagement.

Phiture implemented a solution using the psychological "endowed progress effect" through a targeted CRM and in-app messaging series. This approach provided new creators with artificial advancement towards a goal, encouraging them to complete three critical metrics. The strategy was highly successful, resulting in an 18.5% increase in creators completing the key onboarding metrics identified by SoundCloud.

SoundCloud

Marcus Holder

Senior CRM Manager