As a designer, I had access to the data dashboard and noticed that in the 7th month, we lost 71% of our clients who stopped exercising with coaches.
I performed SQL queries in ReDash to obtain the phone numbers of these users and sent them to push notifications, some with a promotional offer and others without.
Unfortunately, retention rates were the same, with only 10% of users returning from the push with a sale and 3% without a deal.
I decided to call the users who had stopped using Motify for workouts and discovered that 60% of them preferred not to exercise at home due to the presence of family members, desiring an hour of quiet and relaxation instead.
This prompted me to introduce an option in our app allowing users to work out at home and in the gym. We modified our marketing strategy to emphasize exercising anywhere and anytime.
As a result, we increased our third-month retention rate to 89%, up from 57%. Additionally, I implemented personalized push notifications to enhance retention further.
While multiple factors contribute to the increased retention rate, my experiments played a significant role, as my user group drove a considerable portion of the improvement.