Engagement & Retention project | Clue App

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Engagement & Retention project | Clue App

Khyati walked into the WeWork bathroom during lunch, hoping for a quiet moment, but noticed Rivea pacing near the sinks. Concerned, she asked, “Hey, everything okay?”

Rivea sighed, “Oh, it’s probably nothing. My period’s three days late, and I’m, you know, not exactly active. Just stressed, I guess.”

They chuckled, but Rivea’s worry lingered. Khayti said, “Are you sure it’s late? A little variation is normal.”

Rivea shrugged, still uneasy. Khyati pulled out her phone. “I’ve been using this app—Clue. It’s great for tracking cycles. See?” She showed Rivea a chart with her cycle length and normal variations.

“Wow, this is detailed,” Rivea said, intrigued. “What’s the app called?”

“It’s Clue,” Khyati replied with a smile. “It only gets better the more you use it.”

*True story, I am responsible for atleast 7 women using Clue regularly 💥

About Clue:

Clue is a period-tracking app designed to support women through every stage of life, from puberty to menopause. It empowers women to better understand their bodies and live in sync with their natural rhythms. The app makes it easy to log symptoms, predict your cycle, and better understand reproductive health.

Beyond tracking, Clue’s mission is to demystify menstruation and make menstrual health accessible and respected. With a wealth of educational content, a user-friendly design, and a commitment to privacy, Clue offers a comprehensive tool for managing users' well-being.

It’s about helping you live in harmony with your body, providing the insights and support you need to enhance your quality of life at every stage.

Why Clue? 🤔

Am I crazy for picking a different product again? Maybe.

I know for a fact that I am passionate about FemTech. What’s FemTech, you ask?

Femtech is a term coined by the founder of Clue, Ida Tin, focusing on revolutionizing healthcare for women through tech-enabled solutions. For too long, women have been systematically neglected in health research, leaving critical areas like menstrual health, maternal health, and oncology underexplored. Femtech is here to address these gaps, offering innovations catering to female-specific health issues.

The femtech market is rapidly expanding, with an estimated $1 billion in funding in 2020, and it is expected to unlock $50 billion in market potential by 2025, according to McKinsey. This growth is driven by a rising focus on historically overlooked areas, such as menstrual health, fertility, maternal health, and chronic conditions like osteoporosis. Additionally, femtech is making strides in addressing menopause management and women-specific oncology needs, such as breast and ovarian cancers.

This surge is more than just a trend—it's a vital movement toward equitable healthcare that recognizes and addresses the unique health needs of women. With continued innovation, femtech promises to truly ✨make the world a better place.✨

Source 1, Source 2

Period Tracking App Usage, Worldwide & India: 🌏

Period-tracking apps are growing rapidly, with millions of women worldwide using them to manage their menstrual health. The femtech industry, valued at $22.5 billion in 2020, will hit $50 billion by 2025. Apps like Clue are key players, offering tools for everything from period tracking to fertility management.

India is set to be the next big market for these apps. With more women becoming aware of menstrual health and smartphone use rising, India’s massive population presents a huge opportunity. Though cultural factors have slowed adoption in the past, increased education and efforts to reduce stigma are making digital health tools more popular.

While Flo leads the market with over 230 million downloads, Clue has a solid base of over 12 million users. To stay competitive, Clue must step up its game in acquiring and retaining users, particularly in emerging markets like India, by offering localized content and features that resonate with a broader audience.

Reference 1, Reference 2, Reference 3

What is Clue’s core value prop?

Clue= Know Thyself 🧘

Clue provides accurate, science-based insights to help women effectively understand and manage their menstrual health.

How do users experience Clue’s core value proposition?

Track periods, ovulation, PMS, and pregnancy symptoms with precision.
Receive personalized insights that evolve with individual cycle data.
Benefit from daily reminders to ensure consistent tracking. ⌚
Enjoy peace of mind with secure data privacy, protected from advertisers. 🔒
Feel good about supporting a female-led team committed to ethical practices and scientific research. ☺️

What is Clue's natural frequency of usage?

Clue allows users to track not only periods but also energy levels, sleep quality, sexual activity, mood, and general health markers.

This broad range of features impacts the frequency users engage with the app and how we arrive at Clue's natural frequency.

User Type	Frequency of Usage	Tracking Focus	Perception of Clue	Benefits Experienced
Casual	3-5 times a month	Primarily uses Clue to log period onset and flow.	Sees Clue as a helpful tool for basic period tracking.	Stays informed about their menstrual cycle and feels more prepared for period onset.
Core	3-5 times every two weeks	Tracks at least one additional element, such as mood or sexual activity, alongside periods.	Views Clue as a valuable resource for broader health insights beyond just periods.	Gains a better understanding of how different factors, like mood or sexual activity, interact with their cycle.
Power	3-5 times a week	Tracks a minimum of three elements (e.g., mood, energy, sleep) in addition to the menstrual cycle.	Considers Clue an essential part of daily health management.	Receives detailed, personalized insights that help them manage their overall health with greater precision.

Across these user categories, Clue's commitment to empowering women with personalized, science-backed insights is the consistent thread, though the depth of engagement and benefits experienced vary.

Clue Plus is the premium version of Clue, offering advanced features and enhanced data insights on a subscription basis.

Clue does not offer any sub-products except the paid version.

Note:

Clue and other period tracking apps are very “sticky,” i.e., users' motivation to move from another app to Clue and vice versa will be very low. So, it is important that Clue focuses on acquiring new users not just by explicitly devoted campaigns but by keeping current users engaged and delighted so that it generates strong word of mouth.

What is the ideal engagement framework for Clue? 🤔

Parameter	Parameter Meaning	What to Evaluate Over a Month	Selected?
Frequency	How often the product is used	Number of times users log data in the app	Yes - Primary
Breadth	Experience the core value prop more holistically	Interaction with various tracking options (e.g., mood, sleep, sexual activity)	Yes - Secondary
Depth	The core value prop intensifies with detailed use	Detailed logging and advanced tracking insights	No

Walking you through my thoughts-

🥇 Frequency: Frequency matters most for Clue. The more often users track, the more accurate the insights, helping them better manage their menstrual health.

🥈 Breadth: Breadth is also crucial since Clue tracks more than just periods. Logging mood, sleep, and energy give users a fuller picture of their health.

❌ Depth: While detailed tracking is valuable, we’re focusing on how often users interact with Clue and the various health factors they track.

For Clue, Frequency is the top metric, with Breadth enhancing the experience by offering broader health insights.

Defining Clue’s users

Actions that make someone an active user

Regularly logs periods, symptoms, or other health data.
Tracks additional aspects like mood, sleep, or energy.
Engages with insights or educational content (optional).
Consistently checks in to monitor cycle patterns (optional).

The natural frequency of an active user:

Casual - 3-5 times a month

Core - 3-5 times every two weeks

Power - 3-5 times a week

ICP based segmentation: 🧏‍♀️

Criteria	Drashti (Casual User)	Bhavana (Core User)	Khyati (Power User)
Age	17-25	35-45	25-35
Gender	Female	Female	Female
Location	Tier 1 & 2 Indian Cities	Tier 1 & 2 Indian Cities	Tier 1 & 2 Indian Cities
Employment	Student / New hire	Working Full-time	Working Full-time
Sexually Active?	No	Yes	Yes
Exercise Habits	- Occasional exercise - Primarily light activities like walking	- Regular exercise - Focuses on yoga and low-impact activities	- Regular exercise - Engages in both cardio and strength training
Existing Health Condition	- None	- Perimenopausal symptoms - Previous pregnancy experience	- PCOS - Stress-related conditions
Expecting Pregnancy?	No	No	Possibly in the near future
Other Apps Used	Instagram, Zomato, YouTube, WhatsApp, Unacademy, Bumble	Facebook, WhatsApp, YouTube, Mobile banking apps, Uber	Instagram, Swiggy, Spotify, YouTube, WhatsApp, Groww, Mobile banking apps, Uber, BigBasket, Hinge
Interactions with Clue	- Logs period and basic symptoms - Prefers quick insights - Uses Clue occasionally	- Tracks periods, mood, sleep, and monitors general hormonal changes - Uses Clue regularly to stay informed during perimenopause	- Regularly tracks periods, symptoms, and additional health markers - Engages deeply with detailed insights - Uses Clue Plus for advanced features
Value Proposition	- Basic menstrual health tracking - Easy and quick to use - Helps stay informed with minimal effort	- Health tracking for general symptoms and hormonal fluctuations - Helps manage symptoms with flexible tracking	- Comprehensive health tracking - Data-driven insights for better health management - Supports a busy lifestyle
Jobs To Be Done (JTBD)	- Keep track of periods and symptoms - Maintain health awareness with minimal effort	- Track periods and general symptoms - Use Clue to manage health proactively during perimenopause	- Manage menstrual health effectively while balancing a busy career - Utilize detailed insights for overall well-being
Power/Core/Casual	Casual	Core	Power

Here’s a summary of my findings when I did the ICP validation-

Section	Details
Summary	Objective: Validate customer segmentation based on user interviews.
	Assumptions & Findings: I assumed that frequency of usage and usage of a higher number of features is a good lever to segment users. After interviews, I found that this is aligned with how users identify themselves.
Methodology	Participants: 12. Participants were selected across age groups and usage patterns to ensure a representative sample.
	Process: Semi-structured interviews were conducted via Instant Messenger + Call, focusing on users' interactions with Clue and their health-tracking habits.
Segment Analysis	Casual (Drashti): - Profile Validation: True - Key Quote: I only use this to mark the start and end of my periods. - Insights: Unaware of other features, low inclination towards upgrading
	Core (Bhavana): - Profile Validation: True - Key Quote: I use this to understand my cycle better since it has gotten irregular with age. I also track pain with this app; my doctor also recommends that. - Insights: Motivated to open when usage triggered, like pain to track or bleeding, can track other parameters as well if someone nudges, like doctor or family
	Power (Khyati): - Profile Validation: True Key Quote: I love Clue! I know not to be too hard on myself in my luteal phase now, given that I see the pattern of reduced focus around that time. - Insights: Regular user, tells others about the app as well. She will be even more engaged if more content + activities are done by Clue.
Common Themes	Shared Behaviors: Period Tracking Differentiators: Range of other indicators tracked
Conclusion	Segmentation Refinement: Segmentation is accurate

Broad suggestions for Engagement based on my findings:

Clue has a big following on Instagram but posts “dry” content—it's not engaging and not shareable.

No wonder Flo, which posts less than Clue, has a lot more followers.

All data reports suggest that adding social elements to utility and health apps like Clue is critical to increasing retention. My strategies and product hook will reflect this.

Product Hook: Streaks 🔥

The most straightforward product hook that Clue does not employ currently is “Streaks”.

I don’t even have to explain why this is powerful (*winks in Duolingo), but I will flesh this out anyway.

Section	Details
Goal	Increase daily engagement by motivating users to log their menstrual and health data consistently.
Success Metric	Increase in daily active users (DAU) and daily logging activity. Improved retention rates, helping turn Casual users to Core users and improve engagement of Core and Power users.
Problem Statement	Users often forget to log their data daily, leading to less accurate cycle and symptom predictions and reduced experience with Clue's value and engagement.
Current Alternative	Currently, users log data sporadically or are sometimes prompted by app notifications to log data without any incentives for consistent behavior, resulting in irregular engagement.
Solution and Detailed Version with User Flow	Solution: Introduce a "Streaks" feature that rewards users for consecutive days of logging their data. User Flow: Step 1: The user completes onboarding successfully (enters previous cycle details and chooses Clue period tracking mode). They immediately see a 1-Day streak message to introduce them to streaks. - Step 2: The user's streak count increases every consecutive day of logging. - Step 3: Users receive positive reinforcement at various streak milestones (e.g., congratulatory in-app popup at 7-day, 14-day, email rewards at more significant milestones like 100 days). *Missing a day resets the streak, encouraging consistent daily usage.
Metrics to Track	The number of users starting and maintaining streaks, the length of streaks achieved, the increase in DAU, and the retention rates among Casual and Core users are shown.
Ramp-Up Milestones	Phase 1: Soft launch to a test group to gather feedback and validate hypothesis about increased DAU. Phase 2: Full launch to all users. Phase 3: Introduce additional streak challenges or reward tiers based on user engagement levels.
Channels	In-app notifications, WhatsApp notifications, email reminders.
Why It Will Work	Insights: Gamification, such as streaks, has increased user engagement by creating a sense of achievement and encouraging consistent behavior. Research shows that users are more likely to stick with a routine when they feel rewarded for their consistency. Streaks tap into this psychology by offering both intrinsic and extrinsic rewards.

Moving on to the meat of the assignment now,

Engagement campaigns for Clue 😎

Campaign 1: Let’s talk, Maa 😇

This campaign is designed to improve DAU for Clue and create a favorable brand image. If executed well, this will also act as a good acquisition campaign.

Section	Details
The Hook	"Let's talk, Maa" Campaign
Segmentation	Focus on increasing the engagement of existing users as the primary goal and onboarding new users from a wide range of age groups as the secondary goal.
Goal	Primary: Increase engagement and raise awareness about Clue. Secondary: Establish Clue as a culturally sensitive app among users to increase brand value.
Pitch/Content	Have you given your mom "the talk" yet? You know she is going through menopause and behaves like a teen now. You can help her through this with Clue. Get medically sane information about perimenopause, menopause, and other effects of ageing on the female body, and give your mother the gift of knowledge (and your company!).
Offer	Main Proposal: Share educational content about menopause and menstrual health via a series of emails or blog posts. For completing the series and sharing it with your mom or daughter, you will receive a badge in the app. Bonus Offer: Get invited to a special webinar with a doctor to answer questions about menopause. Ask your questions, or vote for the ones we post on social media to make the most of the webinar. Acquisition-focused offer: Invite your mom to Clue, and both of you will get Clue premium free for three months.
Channel	WhatsApp alerts, emails, and in-app notifications.
Frequency & Timing	Main Proposal: Daily messages for 7 days with a webinar on the following weekend. During this time, gather questions from the community on Instagram.
Success Metrics	Increase in engagement among existing users, boost in awareness, and new sign-ups for users 20-35 and 40+.
Additional Metrics	Number of shares or referrals from campaign participants, engagement rates with educational content, and feedback ratings.
Ramp-Up Milestones	Launch a teaser email and WhatsApp alert to gauge interest, soft-launch the campaign to a test group, gather feedback, and, based on insights, proceed with a full launch.
Why It Will Work	-This campaign has a short & fixed end time, ensuring the user isn't too overwhelmed to participate -Encouraging intergenerational conversations in a dociety like India will strengthen its brand value as a woman led team that knows what women want and think in their best interest.

Campaign 2: In my Feelings 🥵

This campaign is to boost user engagement by encouraging regular emotion tracking and improving DAU and MAU for Clue. Offering personalized insights aligned with scientific research also strengthens Clue's reputation as a trusted menstrual health.

Section	Details
The Hook	"In My Feelings" Campaign
Segmentation	Focus on engaging Casual, Core, and Power users by helping them understand their emotional patterns during their menstrual cycles.
Goal	Primary: Encourage users to consistently track their emotions at least 2-3 days per week over 3 months, roughly translating to 3 menstrual cycles. Secondary: Fill the curiosity gap, give the users a clear "insight" from their data so they are encouraged to track more parameters, and increase user awareness and understanding of how their emotions align with or differ from scientific research.
Pitch/Content	"Ever wondered how you go from bubbly and happy to quiet and filled with dread in 2 weeks? Start tracking your feelings with Clue, and we’ll help you uncover emotional patterns. Validate your experience with scientific insights and take charge of your emotional well-being!"
Offer	Main Proposal: Track your emotions at least 2-3 days a week for 3 months. Receive a personalized summary report showing how your feelings correlate with your cycle and how they compare with scientific research. Bonus Offer: Get shareable insights and actionable tips on managing your emotions better.
Channel	In-app notifications, push notifications, WhatsApp reminders, and Instagram stories.
Frequency & Timing	Send reminders every other day to prompt users to track their emotions. Share a detailed summary at the end of 3 months.
Success Metrics	Increase DAU and MAU becasue of users consistently tracking their emotions, completion rates for the 3-cycle tracking period, and user engagement with the summary report.
Additional Metrics	Number of users who access the detailed summary, feedback ratings on the summary report, and engagement rates with the bonus content (shareable image).
Ramp-Up Milestones	Launch a teaser on social media to build interest, soft-launch the campaign to a select user group, gather feedback, and, based on insights, proceed with a full launch.
Why It Will Work	- The campaign taps into users' curiosity about their emotional health, making tracking a regular habit. - Providing personalized insights and comparing them with scientific research adds value and encourages ongoing engagement.

Campaign 3: DIY Notifications

This campaign aims to boost DAU by offering personalized notifications, enhancing user engagement, and building a positive brand image. It could also act as an acquisition campaign, attracting new users through social media buzz and word-of-mouth.

Section	Details
The Hook	"DIY your Notifications" Campaign
Objective	Increase notification opt-in which will improve DAU (Daily Active Users) and MAU (Monthly Active Users), and generate social media buzz.
Target Audience	Existing users who want personalized or discreet notifications and users who enjoy customization and social sharing. This will improve word of mouth + social media buzz for Clue, improving acquisition.
Pitch/ Content	"Our notifications are boring, no? Introducing Clue’s Notifications DIY! Now, you can swap out 'ovulation' and 'PMS' for words that you choose. Keep it discreet, make it fun, or create a code only you understand. Try it now!"
Offer	Main offer: Users can replace standard terms like "ovulation," "periods," and "PMS" with their own words or phrases to make notifications more discreet or fun. Bonus Offer: Users can share their custom notifications on social media to look funny.
Contest Element	Run a three-month contest in which users with the best custom notifications take over Clue's Instagram account for two hours, allowing them to go live or post updates.
Promotion Strategy	- In-app messages + emails- first prompting the user to try customising the notification & then once every 3 days to encourage tracking - Encourage sharing of custom notifications with a hashtag on Instagram and other platforms
Success Metrics	- Increase in notification opt-ins - Improvement in DAU and MAU - Social media engagement (likes, shares, comments) - Number of contest entries and hashtag mentions
Challenges & Solutions	- Challenge: Ensuring users find the customization options easy and intuitive. - Solution: Provide clear guidance and examples within the app. - Challenge: Generating enough social media buzz. - Solution: Leverage influencers and Clue's own social media presence to showcase examples and encourage participation.
Ramp-Up Milestones	- Phase 1: Development of customization interface, planning of the contest. - Phase 2: Soft launch and testing with a subset of users. - Phase 3: Full launch, ongoing promotion, and contest running.
Why It Will Work	- The campaign taps into users' desire to be unique by allowing them to customize notifications. - The added element of the social media competition ensures that many "small" influencers will participate to gain visibility for themselves, making this mutually beneficial.

Campaign 4: inSync with Clue

This campaign boosts engagement by offering personalized insights into users' health over the past year. It enhances DAU and strengthens Clue's brand as a trusted health companion, with the appeal to the fun element that is missing in other apps, through the appeal of year-end reflections.

Section	Details
The Hook	"inSync with Clue" Campaign
Objective	Drive user engagement by reflecting on their yearly menstrual and emotional health data. Partner with Spotify for a unique feature that will enhance brand visibility and user loyalty.
Target Audience	All Clue users, with a focus on active and returning users. This campaign also aims to re-engage lapsed users who may have dropped off earlier in the year.
Pitch/Content	"Were you in sync this year? Explore 'My Year in Sync' with Clue and uncover how your emotions, cycles, and well-being lined up. It’s time to see the bigger picture. Plus, find out your favorite comfort song during periods with our special Spotify partnership!"
Offer	Main Proposal: Personalized year-end summary of menstrual and emotional health trends, highlighting key patterns and insights. Spotify Integration: Reveal your top comfort song during periods with a curated playlist to match your mood.
Education Element	-Alongside the summaries, educational content that explains the significance of tracking menstrual and emotional health will be included -Insights on how emotions are linked to menstrual cycles and how users can better manage their health based on their data will be shared.
Promotion Strategy	Teasing Phase (Oct-Dec): Start teasing the campaign in October with in-app notifications, emails, and social media hints. Partner with Spotify to promote the campaign on both platforms. Launch Phase (Dec 15): Launch the "This Year Wrapped" summaries with push notifications and emails. Encourage users to share their summaries and participate in the contest.
Success Metrics	Increase in DAU, engagement rates for "This Year Wrapped" summaries, social media shares, and participation in the contest.
Ramp-Up Milestones	Phase 1 (Oct): Begin teaser campaign with in-app notifications and social media posts. Phase 2 (Nov): Partner with Spotify and finalize data collection for summaries. Phase 3 (Dec 15): Launch "This Year Wrapped" summaries, start the contest, and roll out the Spotify partnership.
Why It Will Work	- The campaign leverages the popularity of year-end summaries, creating a fun and insightful experience for users. - Partnering with Spotify adds an engaging twist, appealing to users' emotional connections with music and health. - The educational content enhances the campaign's value, helping users understand the importance of tracking their health and how it correlates with their emotional well-being.

Campaign 5: Cycle.Fit 🚴

This campaign boosts MAU by integrating personalized fitness with menstrual tracking, enhancing Clue's brand value through a strategic partnership with Cult Fit. If successful, it will also drive user acquisition and foster long-term engagement.

Section	Details
The Hook	"Cycle.Fit" Campaign
Objective	Turn Core users to Power users, enhance user engagement by offering tailored fitness plans that sync with menstrual cycles. Drive brand loyalty and attract new users through a strategic partnership with Cult Fit.
Target Audience	Primarily targeting women aged 18-45 in India who are health-conscious and use or are interested in using fitness apps. Secondary target includes existing Cult Fit users who might benefit from Clue's menstrual health insights.
Pitch/Content	"Ready to sync your workouts with your cycle? Discover 'Cycle Fit' with Clue and Cult Fit, and unlock personalized plans that align with every phase of your menstrual cycle. Dive in now with 3 months of free access and see how syncing your fitness routine can elevate your performance and well-being."
Offer	Main Proposal: 3 months of free access to fitness plans curated by Clue and Cult Fit, tailored to different phases of the menstrual cycle. Users receive daily workout recommendations based on their cycle phase. Bonus Offer: Exclusive access to webinars or live sessions with fitness experts and gynecologists discussing how to optimize fitness during different phases of the menstrual cycle.
Contest Element	Users who complete at least 80% of the recommended workouts over the 3 months can enter a contest to win a year-long subscription to Clue Plus and Cult Fit. Share progress on social media with a specific hashtag to participate.
Promotion Strategy	Teasing Phase (1 month): Launch teaser ads on social media, in-app notifications, and Cult Fit’s platform to build anticipation. Use email campaigns targeting both Clue and Cult Fit users to inform them of the upcoming integration. Launch Phase (1 month): Launch the integration with a promotional push across all channels, including email, push notifications, social media, and in-app banners. Collaborate with influencers to showcase the benefits of syncing fitness with the menstrual cycle. Sustain Phase (3 months): Keep users engaged with regular reminders, success stories, and tips on how to make the most of Cycle Fit. Highlight user testimonials and progress stories through Cult Fit’s and Clue’s platforms.
Success Metrics	- Increase in DAU and MAU for Clue, especially among users who engage with the Cycle Fit integration. - Engagement rates with the curated fitness plans (e.g., workout completion rates). - Social media engagement and participation in the contest.
Ramp-Up Milestones	Phase 1: Begin teaser campaign and finalize integration testing with Cult Fit. Phase 2: Launch the Cycle Fit feature with a promotional blitz and influencer partnerships. Phase 3: Monitor user feedback and engagement, making adjustments to improve the experience. Phase 4: Evaluate campaign success by analyzing engagement.
Why It Will Work	- This campaign taps into the growing trend of personalized fitness, offering users real value by aligning their workouts with their menstrual cycle. - The partnership with Cult Fit brings together two strong brands, each offering complementary benefits to users. - Offering free access for 3 months lowers the barrier to entry, encouraging users to try the feature and get hooked on the benefits. - The contest element and social media sharing incentivize users to stay engaged and spread the word, boosting visibility and brand loyalty for both Clue and Cult Fit.

These strategies are sure to improve Clue’s engagement!

Before we move on to retention, let's understand Clue more deeply.

Clue is a digital health app. It focuses on tracking and providing insights into menstrual health, helping users manage and understand their cycles through data-driven tools and content.

Now, retention for digital health apps tends to be low for a few reasons.
Intermittent use is a big one—people usually open Clue only when they need to track their periods or symptoms, so daily engagement is naturally lower.
Data-entry fatigue also kicks in, with users tired of logging info regularly without seeing quick results.
Clue’s specific focus on menstrual health means it’s mainly used for that purpose, so users might not feel the need to check in often.
Plus, if the perceived value doesn’t stay high—like if new insights or features don’t keep coming—users might lose interest.

Clue (or any period tracking app) does not publicly share retention data, so this table is based on industry estimates for digital health apps.

Stat	Estimated Users	Retention Average
Total Users	12 million+	100%
D1 Retention (Next Day Retention)	2.4 million - 2.42 million	20% - 20.2%
D7 Retention	840,000 - 1.02 million	7% - 8.5%
D30 Retention	420,000 - 480,000	3.5% - 4%

Source 1, Source 2

If this were to be plotted on a retention graph-

Blue Modern Line Chart Graph.png

And, that leaves us with 1 crucial question..

Which ICP’s drive maximum retention?

Khyati (ICP 3) will likely drive the best retention for Clue. She’s a power user who relies on Clue to track various aspects of her health, making her less likely to churn. At 25-35, she’s dealing with a range of reproductive health concerns, keeping Clue relevant to her needs.

Drashti (ICP 1), currently a casual user, has a high chance of evolving into a power user like Khyati. As her health tracking needs grow, she’s likely to increase her use of Clue, making her a strong candidate for long-term retention.

Bhavana (ICP 2) is a core user now but is approaching menopause, which may reduce her need for Clue’s features. This could lead to lower retention unless Clue expands to support menopausal health.

Khyati (ICP 3) offers the best retention potential, followed by Drashti (ICP 1), who could grow into a power user, while Bhavana (ICP 2) may see lower retention as she enters menopause.

For the channel’s driving maximum retention...

In-App Notifications are Clue’s best channel for impacting retention. They keep users engaged by reminding them to log data, offering personalized insights, and alerting them to new features. These notifications are crucial for keeping Clue top-of-mind and ensuring consistent use.

Social Media Engagement is a strong potential channel. It can build a community around Clue, driving engagement outside the app. Running challenges, sharing user stories, and sparking discussions on health topics can deepen users' connection to the brand and encourage them to stay active within the app.

Understanding Churn for Clue: 💁‍♀️

Room for Optimization: Improving the onboarding process could significantly reduce early churn, as it’s crucial to engage users effectively from the start to avoid the high early churn on D7 ~78-80%

Voluntary Churn 😒

Lack of Ongoing Value: Users don’t see new benefits or relevant insights from continued use.
Data-Entry Fatigue: Regular logging becomes tedious and unrewarding.
No Social Element: Absence of community features makes the app feel isolating.
Preference for All-in-One Apps: Users switch to apps that offer broader health-tracking features.

Involuntary Churn 😢

Irregular Periods After Childbirth: Health changes make cycle tracking less important.
Menopause or Chronic Conditions: Life stage changes reduce the need for a menstrual tracking app.
Switch to Native Apps: Users move to platforms like Apple Health for data storage, especially when upgrading devices.
Ineffective Onboarding: Users churn early on due to a lack of engagement or clarity in the initial setup.

Negative actions to look out for:

For All Users

Logging Less Often: A drop or stall in how often users log periods, symptoms, or other health data.
Ignoring New Features: Not interacting with new tools like insights, educational content, or cycle predictions.
More Support Requests: An uptick in issues like data syncing or account access.
Dismissing Notifications: Ignoring reminders to log data or check insights.
Negative Feedback: Regular complaints or suggestions about the app’s usefulness or experience.

1. Power Users Slipping to Core Users 🔥 → 🌟

Less Frequent Logging: Logging fewer data points daily or weekly.
Tracking fewer metrics/ only periods: Missing or delaying once consistent entries.
Ignoring Insights: Not engaging with health insights or monthly summaries.

2. Core Users Slipping to Casual Users 🌟 → 🌼

Tracking Less: Only logging period start/end dates without other health metrics.
Rarely Opening the App: Only using the app around expected period dates.
Skipping Predictions: Not viewing cycle predictions or health insights.
Ignoring Reminders: Frequently ignoring notifications.

3. Casual Users Slipping to Churn 🌼 → 😢

Barely Logging: Logging data once or twice a cycle or not at all.
Ignoring Notifications: Consistently dismissing all reminders.

By closely monitoring these negative actions, we can preemptively identify users at risk of churning and deploy targeted retention strategies to keep them engaged.

Let's end with some effective resurrection campaigns.

To address churn by data logging fatigue, we can try:

“Quick Log” campaign

Voluntary Churn	Data-Entry Fatigue
Segment at risk	Users who have reduced engagement due to data-entry fatigue (Core 🌟 to Casual 🌼)
Goal	Simplify the logging process to make it easier and quicker for users to track more metrics consistently.
Offer	Add a widget with a quick log feature where a user can select a minimum of 1 and maximum of 3 parameters that they promise to track daily *except menstrual flow.
Pitch/Content	"🌟 Quickly track your chosen metrics with Clue's Quick Log widget on your home screen! "
Frequency	Ideal case: The user adds our widget to the home screen. Show notifications to prompt this action.
Timing	Mid-week (Wednesday) to catch users when they might be planning their week or reflecting on their health.
Channel	In-app Notification and Email
Success Metric	Increase in frequency of data logging, especially with the Quick Log feature.
Additional Metric	User feedback on the Quick Log feature; engagement with weekly summaries.
Ramp-Up Milestone	Pilot Phase: Offer the Quick Log feature to 5% of users who are showing data-entry fatigue. Phase 1: Expand to 20% if logging frequency increases. Phase 2: Roll out to the remaining segment based on success.
Why It Will Work	Reducing the effort required to log data addresses fatigue directly, making it easier for users to use the app and see the benefits.

To address churn because of perceived lack of value, we can try:

“Ping!” Campaign (referring to the sound of the pop-up.)

Voluntary Churn	Perceived Lack of Value
Segment at risk	Users who engage sporadically or only with basic features (Casual to Churn)
Goal	Reinforce the value of tracking by showing a popup with scientific insights related to metric tracked.
Offer	Along with streaks, add a pop-up that starts with explaining basic scientif facts "7 cups of water a day" and gradually improves with data to say "last cycle, you had headaches in this phase, stay hydrated to avoid that" making value apparent quicker.
Pitch/Content	"Track more, know more"
Frequency	Every data point logged, followed by periodic pop-ups in app.
Timing	Timed immediately after a data point is logged.
Channel	In-app Notifications
Success Metric	Increase in the number of data points logged and overall user engagement.
Additional Metric	User feedback on the insights; achievement of tracking milestones.
Ramp-Up Milestone	Pilot Phase: Test with 5% of users who engage sporadically. Phase 1: Expand to 20% if engagement increases. Phase 2: Roll out to the remaining segment based on success.
Why It Will Work	Seeing the gradual increase in depth of insights makes the value of tracking apparent.

To address the lack of social element to the app, we can try two strategies.

The first is “Numbers don’t lie,” and the second is

“Numbers don’t lie” campaign.

Voluntary Churn	Lack of Perceived Value/ Social Connection
Segment	Users who only track a few parameters (Core 🌟 to Casual 🌼)
Goal	Encourage users to track more parameters by showcasing community engagement.
Offer	Reward users who start tracking additional parameters with pop-ups and progress milestones.
Pitch/Content	On the home screen: "45,890 users also tracked their mood today—adding more data points helps you get better insights." (must change hourly/ daily)
Frequency	On the app home screen.
Timing	--
Channel	UI element
Success Metric	Increase in the variety of data points logged by users.
Additional Metric	User feedback on additional tracking; achievement of tracking milestones.
Ramp-Up Milestone	Pilot Phase: Test with 5% of users who track limited parameters. Phase 1: Expand to 20% if users start tracking more. Phase 2: Roll out to the remaining segment based on success.
Why It Will Work	Highlighting community engagement makes users feel part of something bigger and motivates them to expand their tracking habits for better insights.

“That’s what she said” campaign.

Voluntary Churn	Lack of Social Connection
Segment	Users who have reduced engagement after initial usage (Core 🌟 to Casual 🌼)
Goal	Re-engage users by showing real-life benefits of consistent tracking through user stories.
Offer	Offer users a chance to share their own success stories and be featured in future campaigns.
Pitch/Content	"Meet Priya, who discovered how tracking her cycle with Clue improved her energy levels. Learn how you can benefit too."
Frequency	Once after a noticeable decline in engagement, with follow-ups based on interaction.
Timing	Mid-week (Wednesday) to catch users when they might be planning their week or reflecting on their health.
Channel	In-app Notification and Email
Success Metric	Increase in data logging and engagement after interacting with the success stories.
Additional Metric	User feedback on the stories; number of users submitting their own stories.
Ramp-Up Milestone	Pilot Phase: Share stories with 5% of users showing a decline in engagement. Phase 1: Expand to 20% if engagement increases. Phase 2: Roll out to the remaining segment based on success.
Why It Will Work	Real stories create a relatable and emotional connection, making users feel that Clue is beneficial, encouraging them to re-engage.