Case Study: Critical Pass achieves 24x ROI and 10% of revenue from word-of-mouth referrals with ReferralCandy

How ReferralCandy Improves Word-of-Mouth Sales For Critical Pass

Critical Pass sells bar exam flashcards to students facing a high‑stakes, one‑time purchase decision. After experimenting with ads, content and influencer outreach, the company identified organic word‑of‑mouth as its best growth channel and needed a low‑effort way to capture and scale referrals from satisfied customers.

They implemented ReferralCandy to automate post‑purchase invites, reminders and rewards (friends get $15 off; referrers $10) and to track advocates with a dashboard. The referral program runs with minimal intervention, has produced a 24× ROI, and now accounts for 10.42% of revenue and 10.05% of orders, with a few power users driving many referrals.

Critical Pass

Nathan Kleiner

CEO