GetNinjas' referral-a-friend program

A high-impact and low-effort initiative to minimize the effect of the pandemic on the marketplace leads' volume

Company

GetNinjas, the biggest marketplace for hiring services in Latin America

Role

Product Designer

Platforms

Web and Android

Designed in

2020

Markets

Brazil

Bricklayer working on building a wall
Man cleaning a table
Teacher helping a student at a school

GetNinjas is the biggest marketplace for hiring services in Latin America

1 million registered professionals

240 thousand service leads per month

200 types of services: bricklayers, cleaning people, teachers, etc.

Pay per lead model

The registered professionals have a mobile application where they receive service leads. They must pay a fee to GetNinjas to unlock the customer contact details and call them.

Android device displaying a screen from the GetNinjas mobile app

Challenges

The coronavirus lockdown led to a record decline in the service sector in Brazil in March 2020

The volume of services dropped 6,9% in the country when compared to the previous month

In GetNinjas, the service leads' volume dropped by 27% in the first lockdown week

Goal

How might we create initiatives with high impact and low effort to minimize the effect of the pandemic?

Challenges

In a task-force war room, we created a referral-a-friend program

1. The professional would have a registration link to share it with his colleagues

2. For each colleague who makes the registration, the professional would receive fee credits to unlock service leads

Banners and entry points advertising the program in the mobile application

Two Android devices displaying a screen from the GetNinjas mobile app
Laptop displaying screens from the GetNinjas website

Promotional landing pages to explain the program

Laptop displaying screens from the GetNinjas website

Key results

The number of registered professionals and professionals unlocking customer contact details increased considerably.

The program was significantly relevant when compared to other acquisition channels, such as paid marketing.

The program brought back professionals who had churned.

The professionals who registered through indication links also shared their links with other professionals, amplifying the program's reach.

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© Caio Luan 2024

Product Designer

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