Engagement & Retention project | DatingAI.pro

1.) Understand

Core Value Prop:

DatingAI.pro is a Rizz AI Dating Assistant that helps people win at online dating with its innovative suite of tools - customized opening lines, reply suggestions, bio & prompts generator, photo reviews, and a Tinder-like simulator for practice.

These features help users get more matches, go on more dates and ultimately improve their overall dating success.

How do users currently experience that core value prop repeatedly?

Users benefit from DatingAI.pro through personalized profile enhancements, engaging conversation starters, and clever reply suggestions. The AI-powered Tinder-like simulator allows them to practice their conversational skills with real-time feedback, helping them become more confident and successful in online dating.

What is the natural frequency of the product?

Power users - 4-6 times a week

Core users - 2-3 times a week

Casual users - Once in two weeks

What is the best engagement framework for your product?

Engagement Framework	Key Tracking Metric	Selected	Rationale
Depth	Number of credits spent	Primary	Focusing on depth ensures that users extensively use and understand the app's main features, resulting in meaningful improvements in their dating experience, higher satisfaction levels, and sustained usage.

Depth as an engagement framework is valuable as it ensures users deeply engage with features, leading to better personalization and more effective conversation suggestions. This rich interaction improves generations quality and user satisfaction, fostering long-term loyalty (until they get their date :p)

2.) Define

Define the action makes a user an active user?

Free users:
Users who’ve successfully logged in and used at least 7 credits in 21 days.
Paid users:
Subscribes to any of the paid plans and renews it after it expires.

3.) Segmentation

Segmentation based on Power, Core & Casual

Type	Depth
Casual	7-12 credits used in 3 weeks
Core	20-25 credits used in a week
Power	25+ credits used in a week

ICP:

Ideal Customer Profile	ICP 1	ICP 2	ICP 3
Name	Adam	Varun	Rahul
Gender	Male	Male	Male
Age	20-32	20-32	20-32
Country	United States	India	India
Location	New York	Tier 1 & Tier 2 cities	Tier 2 & 3 cities
Income Levels	$100K per month	₹1 lakh per month	₹25K per month
Occupation	Marketing Associate	Product Designer	Software Engineer
Relationship/ Marital Status	Single	Single	Single
Favourite Dating App	Hinge, Bumble	Bumble, Hinge	Tinder, Bumble
Dating Goals	Long-term, open to short	Short-term fun	Long-term partner
Apps they spends most of their time on	1. Social Media: Instagram, Snapchat, YouTube, Tiktok, LinkedIn 2. Messaging/Dating Apps: Hinge, Bumble, WhatsApp 3. OTT apps: Netflix, Prime Videos	1. Social Media: Instagram, Snapchat, Facebook, YouTube 2. Messaging/Dating Apps: Hinge, Bumble, WhatsApp 3. OTT apps: Netflix, Prime Videos, Sony LIV, Hotstar	1. Social Media: Instagram, YouTube 2. Messaging/Dating Apps: Tinder, Bumble, WhatsApp 3. OTT apps - Prime Videos
Where do they spend most on	Grocery, Household expenses, Shopping, OTT and Dating App subscriptions	Grocery, Household expenses, Shopping, OTT and Dating App subscriptions	Grocery, Household expenses, Shopping
Time vs Money spent on the platform	Money	Money	Time
Frequency of use (almost matches dating apps frequency)	4-6 times per week	8-15 times per week	3-4 times per week
Most used features on the app	Opening Lines, Reply Suggestions	Opening Lines, Reply Suggestions, Pickup Lines, Bio & Prompts Generator	Bio & Prompts Generator, Photo Review, Dating Playground (Practice)
Willingness to pay	High This cohort is serious about investing in their dating goals and already has purchased paid subscription of dating apps but still are looking to get better results.	Moderate This cohort is serious about investing it their dating goals but they'd be more value-seeking first understand more about the product and how it can help try out the free version and ultimately purchase a premium plan to get the desired outcomes.	Moderate Extreme value-seeking cohort. They’d be open to paying but only if they can see their desired outcome and something at very cheap prices without investing into any dating app subscriptions.
Pain Points	Not Getting Enough Matches and Dates: Gets 2-3 matches a month but that too after swiping a lot and even paying for premium subscription of dating apps but results haven't been good at all. In this 2-3 matches monthly matches he gets he's ideally able to have a short chat with 1 and others have already ghosted. Hates getting ghosted and usually ask friends and cousin for dating advice.	Want to go on more Dates: Gets 3-5 matches a month provided due to decent profile optimization with good photos. Struglles with what message to send as opener so that she takes serious interest to reply him. He manages to get like 1 date in a quarter but has expectations of going on more dates like at least 1-2 dates per month. Does ask friends for tips on how to get matches.	Not getting any matches: Gets like 1 match a month in which that also hasn't really translated into an actual date or even a conversation, considers buying premium would help him get more matches. Have no one in circle to ask for help.
User Type	Core	Power	Casual

4.) Engagement Campaigns:

Campaign No.1

User Segmentation	Users clicking on payment buttons on pricing page
Goal	Convert to paying users
Pitch	🥳 Halfway There! Grab 50% Off! 🥳 Get unlimited credits at a flat 50% off! More matches, fun!
Channel	Push Notification, Email
Offer	50% off on paid plans
Frequency	Thrice
Timing	Nudges to be sent after they click the payment button in 3 time slots i.e - 5 minutes, 1 hour, 1 day
Metrics	Number of click and conversions

Campaign No.2

User Segmentation	Casual users
Goal	Convert casual users to core users
Pitch	😇 Weekly Bonus Credits 🎉 Click here and claim your 5 free credits for the week.
Channel	Email, Push Notification
Offer	5 free credits on weekly basis
Frequency	Weekly
Timing	Wednesday Evening, expecting people to plan dates from Thursday and Friday for weekends
Metrics	Number of people claiming credits, Credits used by claimed users

3. Campaign No.3

User Segmentation	Core Users
Goal	Convert core users to power users
Pitch	💎 Daily Bonus Credits 🎉 Click here and claim your 5 free credits for the week.
Channel	Push Notification
Offer	2 free credits on daily basis
Frequency	Daily
Timing	Daily evening at 9:30pm, people tend to use social apps after they’re done with their work, dinner and everything.
Metrics	Number of people claiming credits, Credits used by claimed users

Campaign No.4

User Segmentation	Casual to Core + Core to Power
Goal	Convert casual users to core users + core users to power users
Pitch	🥳 Unlimited Credits for a Day! ⚡ Unlimited credits are yours for a day! Click here to claim this special offer and start matching like never before!
Channel	Push Notification, Email
Offer	Unlimited Credits for a day
Frequency	Weekly
Timing	Nudge to be sent if the app is not used within 3 days
Metrics	-Number of people claiming offer - Increase in credit usage, especially on the offer day

Campaign No.5

User Segmentation	Users who’ve exhausted credits in a week
Goal	Convert people who’re exhausting credits to paying users
Pitch	🚀 Out of Credits? Get Unlimited Credits! 🚀 Get 60% off our unlimited plan and keep the banter going. Click here to claim your discount!
Channel	Push Notification, Email
Offer	60% discount on unlimited credits plan
Frequency	Thrice
Timing	Nudge to be sent after they exhausted the credits. - 5 minutes - 2 hours - 1 day
Metrics	Clicking the communication and buying the paid plans.

5.) All things Retention

Bird's eye view:

What is current retention rate in terms of users?

Monthly Retention Rate

Month	Retention Rate
Oct-23	1.80%
Nov-23	2.00%
Dec-23	3.50%
Jan-24	3.30%
Feb-24	3.20%
Mar-24	2.50%
Apr-24	2.50%
May-24	2.10%

DAI retention.png

Key Insights:

The initial drop-off from Week 0 to Week 1 is very steep, indicating a significant loss of users after the first interaction.
The retention rate continues to decline sharply up to around Week 5.
The curve flattens significantly around Week 12, where retention rates change minimally week over week.

Which ICP drives the best retention?

ICP2 > ICP 1 > ICP3

ICP 2 & ICP 1 are fairly advanced in their dating journeys and have higher frequency of usecases compared to ICP 3. Their higher retention rate indicates that they find substantial value in the platform's features and services, likely because they are more invested in achieving meaningful connections and willing to engage deeply with the tools provided.

Which Channels Drive the Highest Retention?

Organic Traffic from SEO: Users who discover DatingAI.pro through organic search have the highest retention rates, compared to any other channels. This suggests that these users have a strong search intent and interest in the platform.

Churn Reasons

Churn Reason	Churn Type	Explanation	Negative Actions
Functionality Issues	Voluntary	Users couldn't use certain features due to technical issues. Possible reasons include: generations not working due to exhausted GPT credits, or OCR detection failure.	Decrease in credit usage
Subscription Issues	Voluntary	Users bought a subscription, but credits were not added due to technical issues.	Subscription cancelled
Login Trust Issues	Voluntary	The current onboarding process is through Google login without informing users that they will be logged in through Google. This affects free-to-login conversions and impacts future active users.	Decrease in logged-in users
Generation Quality Issues	Voluntary	The quality of generations is not up to the mark, and it takes longer for users to generate content, exhausting their credits early and resulting in expensive subscription costs.	Low generations to copy ratio
Found a Date	Involuntary	Users have found someone and no longer need to use the app or its features.	Low to no credit usage
High Subscription Costs	Voluntary	Subscription costs are comparatively higher than competitors without discounts. This optimization for higher AOV leads to low conversion rates.	Decrease in credit usage
Unknown Renewal	Voluntary	Users were charged without knowing they had subscribed to the product.	Subscription cancelled

Resurrection Campaigns

Campaign No.1

User Segmentation	At risk users - Not used any credits within last 18 days
Goal	Convert at risk users to active user
Pitch	🥳 Unlimited Credits for a day 🌟 Unlimited credits are yours for a day! Click here to claim this special offer and ace your dating!
Channel	Push Notification, Email
Offer	Unlimited credits for a day
Frequency	Once as the user is near at-risk status
Timing	Communication to be sent on the 18th day
Metrics	Increase in credit usage, especially on the offer day

Campaign No.2

User Segmentation	Users who logged in but didn’t use any credits
Goal	Get inactive users to use and experience value prop
Pitch	🎉 Unlimited Credits for 3 Days! 🎉 Enjoy unlimited credits for the next 3 days. Click here to claim this offer and ace your dating goals!
Channel	Push Notification, Email
Offer	Unlimited credits for 3 days
Frequency	Twice monthly
Timing	Communication to be sent if they don’t use any credits within 2 days of account creation
Metrics	-Users who click and claim the offer -Increased credit usage from those user cohort

Campaign No.3

User Segmentation	Users who did not login
Goal	Get free users to login
Pitch	Spin the wheel and earn unlimited credits
Channel	Homepage banner
Offer	Spin the Wheel interaction in which users get rewards like: - 5 Credits - 20 Credits - Unlimited Credits for a day - Unlimited Credits for a week
Frequency	Always, although to be shown only to non-logged-in users only.
Timing	All time
Metrics	Reward claimed and logged in