Engagement & Retention | QuitSure
QuitSure, an app to help you call it quit.
The Product
Core value prop of QuitSure
The core value prop of QuitSure is to help an individual quit smoking or other forms of tobacco/nicotine consumption like vaping or chewing tobacco by:
- Providing a personalized program to help quit smoking.
- The digital offering does not require visiting/staying at a dedicated place, making it an easy part of daily life.
- Not focusing on "willpower" as the traditional methods do but focusing on human psychology.
- Not abruptly asking to stop smoking.
How do users currently experience that core value prop repeatedly?
Users experience the core value prop repeatedly via their experience on the app.
- Daily new content/lesson is unlocked which guides them to the next stage of their personalized program.
- Continuous and consistent log of the number of cigarettes smoked.
- A daily journal to be filled based on the various exercises.
What is the natural frequency of your core product?
- Casual User: Twice a week
- Core User: Once daily
- Power User: 3-4 times daily
Subproducts and their natural frequency
- Cigarettes smoked tracker
- Natural frequency is 3-4 times daily for power users, once daily for core users, and twice a week for casual users
- This frequency is expected to go to zero post-program once the user has quit smoking
- Journal entry
- Natural frequency is daily for power and core users while one a week for casual users.
- The frequency is expected to reduce to twice a week for power and core users as well post program completion.
- Exercises/Guides
- Natural frequency is daily for power and core users while once a week for casual users.
- The frequency can slowly go down post program completion, eventually to zero.
What is the best engagement framework for your product?
FREQUENCY
- Daily Lessons - The more religiously users stick to the program and follow the daily lessons, the more they will get confident about their ability to quit and start to observe changes.
- Daily logs of journal and cigarette consumption - The more regularly someone tracks their progress, the more they discover the changes in their thinking about smoking and start to hate smoking itself.
Actions that make a user an active user
Free User
- Logs cigarette consumption daily for at least a week.
- Responds to the coach when they reach out.
Paid User
- Makes daily journal entry
- Goes through the new content within 48 hours of release as per personalized program.
Segment
Let's understand the ICPs as well here.
During the various interviews done over the last 2 weeks, 5 ICPs were identified. Based on the ICP prioritization framework, 3 were shortlisted. These 3 can be clubbed to come up with the following 2 ICPs:
ICP 1 | ICP 2 | |
ICP Name | Early-mid career Professionals | Senior Professionals |
Age | 30-40 | 35-50 |
Gender | Any | Any |
Marital Status | Single/Married | Married |
Kids | Yes/No | Yes |
Occupation | Salaried/Homemaker | Salaried/Business |
Location | Tier 1 | Tier 1/2 |
Lives with? | Flatmates/Family | Family |
Education Level | Bachelors and above | Bachelors and above |
Income levels | 15-50 LPA (household | 25+ |
Tech Expertise | Proficient in smartphones | Moderate level in smartphones |
Decision Maker | Usually themselves | Themselves |
Risk Appetite | High | Moderate |
Most used apps | Instagram, Netflix/Prime/Hotstar/Similar OTT, WhatsApp, Uber, Groww | WhatsApp, Youtube, Netflix/Prime/Hotstar/Similar OTT, Facebook, Instagram |
How do they spend time? | Work: 50-80 hours/week. | Work: 50-60 hours/week |
What do they spend their money on? | Rent, food, drinks, cigarettes, and travel. Decent investments for future planning. | House EMIs, kids education, social gathering and travel take a major chunk. Good investments as well with a retirement focus. |
What kind of content do they consume | Any - from short form (reels) to long form (movies). Prefer comedy content in short form. Medium to long form content could be any genre. | Prefer comedy and drama. Short-form content for comedy. Long-form content could be for any. More likely to go with tested mainstream content with familiar faces. |
Average order value | ~2,500 | ~2.500 |
Frequency of purchase | 1-3 lifetime | 1-5 lifetime |
Which features do they use most | JournalExercises | Exercises |
how frequently do they use these features | Daily during the 6-12 days weekly after that | Daily during the 6-12 days weekly after that |
Willingness to pay | High | Very High |
Problem statement | Starting to observe deterioration in health | Severe health deterioration. Family, friends, and doctors are always talking about it. Feeling bad themselves. |
Prior Attempts? | Never to few times | Few times |
The segmentation is done based on the revenue generated. This is due to the fact that the most important core value prop distinction is observed once the paid plan is purchased. Further, it is expected that 1 month of subscription is enough to achieve the end goal of quitting smoking, however, users may continue their subscription and follow the program for a longer duration even after they have stopped smoking. This is evident based on the user interviews and the various posts and comments made in the Facebook group of QuitSure. They intend to revisit specific parts of the program if they feel the urge to smoke. The monthly subscription cost is not a bother for such users since their spending on cigarettes used to be many times more.
Since the subscription pricing remains the same irrespective of duration, the segmentation done based on revenue generated is replaced with the number of subscription payments (or months subscribed) for ease of reference.
Subscription Payments | 0 | 1 | >1 |
|---|---|---|---|
Core Value for them | Track cigarette consumption | Quit smoking through the personalized program | Continue without smoking by revisiting program parts |
Journal Entries | Maybe | Yes, daily | Yes, once a week/month |
Interaction with Coach | Maybe | Yes | Yes |
Motivation | Figuring out the app if they are ready to try it | Want to quit and are ready to take the leap | The money spent is worth it to avoid relapse |
Frequency of app login | Once daily to once weekly | 3-4 times daily | Once a week |
Most used feature | Cigarette tracker | Daily content, journal | Interaction with the coach |
Engagement
Engagement Campaigns
Campaign - 1
User Segmentation | 0 | 1 | >1 |
Goal | Increase the frequency of app use to daily - attempt to get the user to subscribe | ||
Pitch | Track your daily smokes for a month and get a 50% discount! | ||
Channel | Push notifications | ||
Offer | 50% discount | ||
Frequency | Once a week | ||
Timing | Immediately after a login | ||
Metrics | Cigarette log streak |
Campaign - 2
User Segmentation | 0 | 1 | >1 |
Goal | Consumption of free content - attempt to get the user to subscribe | ||
Pitch | Go through the available videos/articles in the next 2 days and get a 50% discount on your subscription! | ||
Channel | Push Notification, WhatsApp | ||
Offer | 50% discount | ||
Frequency | Once a week | ||
Timing | Saturday/Sunday morning | ||
Metrics | Completion of free content - sets the tone for how the program looks like. |
Campaign - 3
User Segmentation | 0 | 1 | >1 |
Goal | Interact with our coach - attempt to get the user to subscribe | ||
Pitch | A free 15-minute session with our expert to for your doubts! No strings attached! Book now! | ||
Channel | Push notifications, Whatsapp message | ||
Offer | Free 15-minute session with expert | ||
Frequency | Once a week | ||
Timing | Immediately after 7 successive days of login | ||
Metrics | Gauge user motivation and receive feedback, number of sessions booked, number of subscriptions |
Campaign - 4
User Segmentation | 0 | 1 | >1 |
Goal | Renewal for more months | ||
Pitch | You did it! How does it feel to achieve the unthinkable? We are proud of your journey! | ||
Channel | Push notification, WhatsApp, email | ||
Offer | 70% discount | ||
Frequency | total 3 times | ||
Timing | Following days after the program and with daily cigarette log as 0: 2, 5, 10 | ||
Metrics | Subscription renewals |
Campaign - 5
User Segmentation | 0 | 1 | >1 |
Goal | Renewal for more months after completion of 21 days of post-program material | ||
Pitch | This is truly amazing! The usual smell has become a bother, the taste of food has gotten better and the time available has increased! All because of you and your work! Think you might need to visit the content again? We got you covered! Get a 50% discount if you renew within the next 3 months! | ||
Channel | Push notification, WhatsApp message | ||
Offer | 50% discount if renewed in 3 months | ||
Frequency | Twice a month | ||
Timing | On login after 3+ days of inactivity | ||
Metrics | Renewals, frequency of app usage |
Campaign - 6
User Segmentation | 0 | 1 | >1 |
Goal | Obtain referrals | ||
Pitch | It feels great to not have smoked in so long, isn't it? As they say, sharing is caring, so why not share this feeling with others? We top off the ice cream for you with a bonus subscription month for you for every 5 referrals who sign up with us. | ||
Channel | Push Notification, WhatsApp messages | ||
Offer | 1-month subscription free | ||
Frequency | Once a week | ||
Timing | Weekend mornings | ||
Metrics | Referrals and referral conversion. |
Retention
Understand
What is the current retention rate?
Currently, 10% of users who download the app subscribe to and complete the program.
When does the retention curve flatten?
QuitSure is once in a lifetime product. As such, those who have achieved their goal, i.e., they have successfully quit smoking, no longer have a need to continue using the product. That being said, some of the users do continue to use the product and renew subscription even after achieving their goal since it helps them to continue on the path of no smoking.
The above retention curve is a guesstimate based on various user interviews and user posts and comments in the Facebook community of QuitSure.
It is visible that the curve starts to flatten on day 7 but falls off a cliff on day 31. Since the subscription is monthly and if the users have achieved their goal, they do not renew it going forward.
For the purpose of retention for QuitSure, it is relevant to focus on day 7 onwards. this is because 21 days of post-program resources are provided as well which help users in the initial days after quitting smoking. The resources allow user to stay in touch with the product and prolonged use increases their frequency and potentially their success as well as subscription renewal.
Which ICPs drive the best retention?
Based on the user interviews and the Facebook community, it is hard to differentiate between the ICPs defined in earlier projects when it comes to retention. This is because they have similar behavior and there is a lack of relevant data points.
However, it can be assumed that senior career professionals can drive better retention due to:
- Higher incentive and motivation once results are visible since their past attempts have failed.
- Money is not a barrier to renewal.
What channels drive the best retention?
Push notifications as well as WhatsApp messages are great for retention. Users asserted that the notifications and messages ensured they regularly used the app.
What sub-features or sub-products drive the best retention?
The daily journals and daily program content drive the best retention.
Define
Top reasons for user churn?
Voluntary | Involuntary |
|---|---|
Successfully completed the program - once-in-a-lifetime product | Didn't complete the program on time and the subscription ended |
Unable to follow the instructions of the program | Content available in the native language on a competitor app |
Stopped the program midway with overconfidence that they had quit smoking, only to relapse later. | |
Got better pricing on another app through a discount | |
Ask too many questions before the user can try the product |
Negative actions to track?
Since this is a once-in-a-lifetime product, the most common negative action (or the positive action for the user) is the completion of the program in the recommended time frame of 6-12 days.
Additionally, the following negative actions can be tracked:
- Reduced frequency of login
- For the power users (1+ months of subscription), this is essential to prevent drop-off.
- For the core users (1 month of subscription), reduced frequency of login means deviation from the program offering itself. This behavior can impact both program outcomes and the potential for renewal.
- For casual users (no subscription), this reduces engagement and diminishes the potential of a subscription.
- Reduced use of daily cigarette consumption tracking
- This is more relevant for the core and casual users. Power users have generally stopped smoking and they no longer need to use this product feature.
- Core users are still going through the program and it is essential that this feature is used.
- The frequency of journal entries is reduced
- Journal entries allow users to reflect on their day and track if they felt an urge to smoke and how they tackle it.
- Further, for the users still smoking as a part of the program, they are required to note down certain things as a part of the exercises built into the program. This deviation in behavior is an early indicator of tapering engagement.
Resurrection Campaigns
Campaign - 1
User Segmentation | 0 | 1 | >1 |
Goal | Get the user to continue in the program | ||
Pitch | We know you're tough. We know you feel you have started to get there. We know it feels awesome! Congratulations! You are almost there! let's make no smoking pact permanent, shall we? How? Simple, complete the program to avoid future cravings. 95% of users who complete the program don't get cravings. | ||
Channel | Push notifications, WhatsApp messages, and Coach messages on the app | ||
Offer | Non-tangible - program completion is correlated with the successful outcome and that is the driver being used. | ||
Frequency | 24 hours | ||
Timing | 5 days of no progress in the program with time still left in the subscription. | ||
Metrics | Completion of the next program module. |
Campaign - 2
User Segmentation | 0 | 1 | >1 |
Goal | Get the user to continue in the program | ||
Pitch | Life happens to everyone. Daily we get bogged down in new issues, sometimes even celebrations! We understand that. This is why we are offering you a 15-day extension on your subscription! Go on and finish what you started. We would love to do a little celebration dance once you achieve your goal! | ||
Channel | Push notifications, WhatsApp messages, and Coach messages on the app | ||
Offer | 15-day extension on subscription | ||
Frequency | 24 hours | ||
Timing | Subscription finished without program completion. | ||
Metrics | Completion of the next program module. |
Campaign - 3
User Segmentation | 0 | 1 | >1 |
Goal | Renew subscription but not directly. Set up a session with a coach who will understand the issue and condition the user for renewal. | ||
Pitch | We saw you recently added a cigarette consumed. This can happen. While we try our best to avoid smoking, sometimes situations can get the best of us. Don't worry. Nothing is lost. You have done it before, you can do it again - quit smoking! To support you, we are pleased to set you up with an expert coach free of cost. The coach will understand what happened and guide you to the next steps, no strings attached! | ||
Channel | Push Notification, Whatsapp messages, app popup | ||
Offer | Free session with coach | ||
Frequency | 24 hours | ||
Timing | Evenings | ||
Metrics | Schedule a session with the coach |
Campaign - 4
User Segmentation | 0 | 1 | >1 |
Goal | Renew Subscription | ||
Pitch | Hey! How's it going? We have missed you! You have been a champ and we are sad to see you go. We mean it. To show how serious we are, here's a 50% discount for your next 3 months. Renew now! | ||
Channel | Push notifications, Whatsapp messages | ||
Offer | 50% discount for 3 months | ||
Frequency | Once a week for 4 weeks | ||
Timing | Weekend mornings, 1 week after the subscription is over. | ||
Metrics | subscription renewal and time to renew. |
Campaign - 5
User Segmentation | 0 | 1 | >1 |
Goal | App login and try the program | ||
Pitch | We understand that it can be difficult to trust someone for something as big as a habit change. How we give you a sneak peek into our program? Just for you, we are providing day 1 of our program free of cost! Log in now and see for yourself what helped thousands to call it a quit! | ||
Channel | Push notifications, WhatsApp messages | ||
Offer | 1st day free | ||
Frequency | 48 hours | ||
Timing | Alternate between morning and evening, 1 week after the last login | ||
Metrics | App login Completes 1st day of program |
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