Engagement & Retention project | XMTopper

XMTopper: Core Product Analysis

Core Value Proposition of XMTopper

XMTopper is a comprehensive exam preparation platform designed to help students prepare smarter—not just harder—for competitive exams like JEE, NEET, BITSAT, NDA, and Board exams (CBSE/State). Its core value proposition lies in bringing structured, exam-oriented testing to every student’s fingertips—with the same seriousness of high-end coaching centers, but at 1/10th the cost.

Core advantages

• National-level benchmarking through All India Test Series (AITS)
• Deep analytics to identify improvement areas
• Gamified mock test experience for better retention
• Chapter-wise practice and revision support
• Intuitive dashboard for personalized learning feedback

How Do Users Experience This Core Value Proposition? 

Students repeatedly experience XMTopper’s CVP through

1. Regular full-length and part-length mocks modeled on NTA patterns
2. Real-time leaderboard rankings and subject-wise feedback to mirror actual competition
3. Concept-wise practice, especially useful for Boards and younger classes
4. Custom test creation for self-evaluation or peer challenges
5. Refresher guide and previous year papers with detailed solutions

This frequent and modular exposure builds exam stamina, diagnostic ability, and mental resilience—making it a daily prep companion, not just another test app.

What is the Natural Frequency of XMTopper’s Use? 

XMTopper’s natural usage varies by user maturity and exam intensity

Core users (class 11–12 students or droppers) are the most engaged due to the high-stakes nature of JEE/NEET.

What Engagement Model Best Suits XMTopper?

Depth Model: Engagement deepens with feature usage (mock attempts, analytics insights, retry loops). The more deeply a student engages, the higher the output in performance tracking and prep quality.

Frequency Model: Reinforced habit through regular testing (daily/weekly mocks) and consistent notifications keeps learning consistent.

Breadth Model: Covers various exam categories—NEET, JEE, Boards, BITSAT, NDA—letting users use sub-modules (concept tests, leaderboard, refresher).

Winner Engagement Model: Depth + Frequency

Who is an Active User on XMTopper?

An active user is someone who:

• Takes at least 1 mock test per week
• Has completed 3+ full-length mocks or 10+ practice sets in a month
• Has viewed their performance report at least twice
• Uses custom test or challenge creation feature

Active users are consistently assessing, revising, and improving.

Sub-Product or Feature Breakdown and Natural Frequency

User Segmentation

XMTopper caters to a diverse range of students preparing for competitive exams like JEE, NEET, CBSE Boards, BITSAT, and NDA. Based on their engagement, goals, and frequency of app usage, XMTopper users can be segmented into three key groups:

Power Users (The Toppers)

Who They Are:

Students rigorously preparing for JEE Advanced or NEET UG, aiming for top AIRs. Often in Class 11–12, with a structured study routine.

Usage Frequency

• Daily (5–7 times/week)
• Attempt full-length mock tests & use analytics to refine weak areas
• Frequently revisit previous year papers and use custom test creation

Features Valued

• All India Test Series (AITS)
• Detailed performance analytics
• Chapter-wise question banks
• Adaptive tests with smart recommendations

Revenue Potential

• High LTV through bundled courses, crash test series, and doubt-solving add-ons

JTBD:

To simulate exam-level performance consistently, identify weaknesses, and build test-taking endurance.

Core Users (Focused Achievers)

Who They Are:

Students preparing for CBSE Boards, BITSAT, or NDA, typically in Class 10–12. Highly focused but may also balance coaching or school.

Usage Frequency

• 3–4 times/week
• Use chapter notes, mini-tests, and revision flashcards before exams
• Engage during evenings or weekends

Features Valued

• Chapter-wise NCERT notes
• CBSE/State Board-focused practice sets
• Performance feedback reports
• Quick test and MCQ revision packs

Revenue Potential

• Medium; often purchase monthly packs or targeted test series

JTBD

To gain conceptual clarity, revise effectively, and score well in school/entrance exams.

Casual Users (Foundation Builders)

Who They Are:

Students in Classes 6–10, building early foundations. Often explore the app on a shared device with parental guidance.

Usage Frequency

• 1–2 times/week
• Use the app for homework help, quick revision, and board exam prep

Features Valued

• Concept-wise videos
• NCERT practice questions
• Chapter-end tests
• Exam tips and prep summaries

Revenue Potential

• Low to moderate; rely on free content, may convert to paid during board exam season

JTBD

To reinforce classroom learning, gain confidence, and stay ahead academically.

Summary Table

User Segmentation Overview

Ideal Customer Profile Segmentation

PRODUCT HOOK - "Test Like a Topper"

1. Goal:

To increase daily and weekly active users (DAU/WAU) through structured test practice and smart analytics engagement.

2. Success Metric:

• 20% increase in weekly test attempts per user
• 15% increase in completion rate of full-length mock tests
• 25% increase in performance report views

3. Problem Statement:
Students have access to study material but lack structured mock testing and real-time feedback, which creates gaps in preparation consistency and performance tracking.

4. Current Alternative:
Offline coaching tests, manual self-tests using PDFs, or generic apps like YouTube, Adda247, or Toppr without adaptive analytics.

5. Solution:

Summary:
Introduce a daily test module powered by smart recommendations based on user performance, plus gamification via weekly challenges, leaderboards, and badges.

Detailed User Flow:

1. User logs in and lands on the dashboard.
2. Sees a "Daily Test Challenge" with topics based on weak areas.
3. Completes the test and receives real-time rank, performance, and improvement areas.
4. Leaderboard participation and milestone badges triggered based on performance.

6. Metrics to Track:

• Daily Active Users (DAU), Weekly Active Users (WAU)
• Test Attempt Rate (Daily/Weekly)
• Performance report view rate
• Leaderboard participation rate
• Number of milestones achieved

7. Ramp-Up Milestones:

• Week 1: Launch daily tests and show first leaderboard
• Week 2: Introduce smart reminders and nudges based on test history
• Week 3: Add weekly report cards with shareable social badges
• Week 4: Unlock milestone badges and smart test packs based on usage

CAMPAIGN STRATEGY

Campaign 1: "Test Streak Week"

• Segmentation: Core and Power users
• Goal: Increase daily test-taking habit
• Pitch/Content: "Take 5 tests in 7 days and unlock a Premium Feature FREE!"
• Offer: Free performance analysis or leaderboard badge
• Frequency & Timing: Every Monday, push via notifications and emails
• Success Metrics: Completion rate, test streak count, unlocks

Campaign 2: "Chapter Hero Challenge"

• Segmentation: Casual and Core users
• Goal: Increase concept-level mastery
• Pitch/Content: "Become a Chapter Hero - Score 80%+ in 3 tests of any one chapter"
• Offer: Unlock advanced summary notes or Quizoo Premium
• Frequency & Timing: Monthly, chapter-specific
• Success Metrics: Chapter test completions, user shares

Campaign 3: "AITS League"

• Segmentation: Power users (Class 11/12 & Droppers)
• Goal: Drive serious JEE/NEET full mock adoption
• Pitch/Content: "Join the All India Test League - Compete, Rank, and Win!"
• Offer: Top 100 leaderboard users get access to doubt-solving sessions
• Frequency & Timing: Biweekly full-length tests
• Success Metrics: AITS participation rate, rank share events

Campaign 4: "Comeback Carnival"

• Segmentation: Hibernating or Lapsed users
• Goal: Reactivation
• Pitch/Content: "You've been missed! Here’s a FREE week of premium test packs"
• Offer: Free test + analytics pack for 7 days
• Frequency & Timing: Monthly
• Success Metrics: Reactivation % and engagement during free week

Campaign 5: "Exam Warrior Badges"

• Segmentation: All user segments
• Goal: Celebrate user consistency and boost morale
• Pitch/Content: "Complete your 1st/5th/10th full mock and earn your badge"
• Offer: Milestone rewards, access to revision guides
• Frequency & Timing: Ongoing
• Success Metrics: Badge unlock count, mock completion rate

XMTopper isn’t just about testing knowledge—it’s about building test endurance, identifying blind spots, and evolving with every attempt. Through smart hooks, deep analytics, and habit-forming campaigns, it creates an ecosystem of consistent learning, motivation, and achievement.

Trigger-Based Engagement Hooks

Goal of These Hooks

• Reignite habits in inactive users
• Deepen usage of underutilized features
• Celebrate milestones to retain loyalty
• Increase feature adoption through nudges tailored to behavior patterns

Key Metrics to Track

• % of users completing a triggered test within 24h
• Weekly Active Users (WAU) growth
• Leaderboard participation uplift
• Custom test creation per week
• Re-activation % of dormant users
• Time spent per session (for core/power users)

RFM Segmentation

Retention Strategy & Churn Insights

Current Retention Metrics (Hypothetical)

Retention Curve Flattening: Around Day 30, indicating the importance of re-engagement campaigns within the first month.

Which ICPs drive best retention?

1. ICP 1 (Power): Rahul
2. • Highly invested in exam prep. Uses full-length mocks, challenge quizzes, and analytics daily.
   • Retention: Highest
   • Reason: Value seeker, competitive, and consistent.
3. ICP 2 (Core): Anjali
4. • Prep-focused, but juggles multiple priorities. Responds well to nudges, smart reviews, and leaderboard feedback.
   • Retention: Moderate-High
5. ICP 3 (Casual): Aman
6. • Engages occasionally. Uses only basic tests and is hard to retain unless gamified.
   • Retention: Low

Which acquisition channels drive best retention?

Sub-features driving best retention

Why Understanding Churn is Important for XMTopper

Churn — the rate at which users stop using XMTopper — is a mission-critical metric that reflects both the health of the product and the effectiveness of user engagement strategies. Understanding churn helps XMTopper move from being just a test-prep platform to a habit-forming, high-retention EdTech engine.

Retention = Revenue = Runway

Churn directly impacts revenue from subscriptions, paid mock tests, and premium offerings. If core or power users churn early, Lifetime Value (LTV) plummets, and CAC becomes unsustainable. Improving retention means higher LTV, which fuels long-term growth and marketing ROI.

Reveals Gaps in the Learning Journey

Churn helps identify:

• Where students lose motivation (e.g., post-first mock test)
• If they’re confused by analytics
• Or simply don’t see value in continued practice

Enables Resurrection Campaigns

By understanding churn reasons, XMTopper can:

• Launch precision resurrection hooks (like Progress Pulse reports, Rapid Revision Packs)
• Retarget inactives with personalized challenges
• Build habit-forming features like streaks, XP systems, and AI-driven schedules

Guides Product Roadmap & Prioritization

If churn is high after students complete mock tests but don’t review mistakes:

• Build a Smart Review flow
  If churn is caused by lack of personalization:
• Double down on MyChallenge engine and Focus Quizzes

In short, churn points directly to what to fix, kill, or double down on.

Sharpens ICP Definition

Understanding which ICPs have high churn (e.g., casual users who don’t convert past a free quiz) versus which ones stick (e.g., career-focused Power Users like Rahul) helps XMTopper:

• Redefine target personas
• Invest in high-retention acquisition channels (like WhatsApp referrals or YouTube)

Top Voluntary Churn Reasons

Involuntary Churn

Churn Risk Indicators to Monitor

Resurrection Campaigns

Campaign 1: "Crack It with Comeback Test Series"

User Type: Casual Users (14–30 days inactive)
Pitch/Content:
“Your personalized test series is ready! Don’t lose momentum now—attempt our specially curated Comeback Challenge to reclaim your rank.”
Offer:
Free access to 3 timed challenge quizzes + auto-generated performance insights
Frequency & Timing:
One-time campaign triggered after 14 days of inactivity
Success Metrics:

% of users who complete at least 1 quiz

% who return for a second session within 3 days

Campaign 2: "Smart Review, Smart Comeback"

User Type: Core Users with reduced activity (from 5 sessions/week to 1–2)
Pitch/Content:
“Your accuracy dropped last week—but here’s how toppers bounce back. Use your Smart Review Sheet to regain control in 15 mins!”
Offer:
Auto-generated smart review sheets + gamified XP reward for completion
Frequency & Timing:
Triggered weekly for inactive core users
Success Metrics:

% who access the review sheet

Avg. time spent on review

Weekly engagement increase

Campaign 3: "Topper Tribe Leaderboard Sprint"

User Type: All users with low/no leaderboard engagement
Pitch/Content:
“ You’re in the Top 30% in your city! Join the XMTopper Tribe Sprint this week and climb the city leaderboard.”
Offer:
XP Boost + Certificate of Recognition for top scorers
Frequency & Timing:
Monthly sprint; notifications sent Friday evening
Success Metrics:

Leaderboard participation uplift

Avg. session frequency during sprint

User-generated challenges

Campaign 4: "We Listened! Your Feedback, Our Upgrade"

User Type: Churned Users (Uninstalled or no activity > 30 days)
Pitch/Content:
“Your voice shaped XMTopper 2.0! Explore your feature wishlist now live—plus, you get 1 FREE mock worth ₹99 to try it out.”
Offer:
Reactivation offer + custom feedback loop for new users
Frequency & Timing:
Twice a year to churned users
Success Metrics:

Reactivation rate

Feature usage from comeback users

Survey response rate

Campaign 5: "Exam Warrior Loyalty Club"

User Type: Power Users who completed 50+ tests
Pitch/Content:
“Welcome to the Exam Warrior Club! You’ve earned access to Premium Revision Packs + analytics reviews with experts.”
Offer:
Early access to Rapid Revision Pack + loyalty badge + expert analytics session
Frequency & Timing:
Milestone-based (triggered when user hits 50 tests)
Success Metrics:

Retention rate beyond milestone

Session frequency post campaign

Feedback/NPS score from recipients