A period tracking app · B2C · Phiture client
Survey users who start opening the app less often than normal to learn why
Found many drifting users were pregnant; advised content to keep them
Unknownretention
What they did
Define the expected usage frequency (e.g. weekly); users dropping to every 2-3 weeks are disengaging but still have a need. At a period tracking app, a survey of disengaging users found a segment who were pregnant and no longer needed tracking. Recommendation: keep them with content (the app's women's health research), and plan re-onboarding and habit reinforcement for when they return.
What happened
Identified pregnancy as a churn driver; win-back not tried.
- Stage
- Scale (scaling)
In their words
Sub Club by RevenueCat · How to Boost Retention with Subscription Lifecycle Messaging — Alice Muir, Phiture“Say that's weekly, right? And then you've got a segment of users that are maybe using the app every two weeks or every three weeks, then you're kind of thinking they're still using the app”
“we ran a survey with them with their disengaging users, and it sounds really obvious, but we figured out that there was a segment of users that actually were pregnant, and so they didn't need to use the app.”
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