REMINDER SYSTEM · SIMPLE
Improve retention through clarity — then through consistent coverage.
By Andrei VolkRole at the company: Product Lead, CRM & Lifecycle · Simple · 2022–2026
First improve what each reminder says, then test where additional coverage actually helps.
Selected result: +5.17% · D7 retention in the copy test
Push reminders were an important part of fasting, meal and water tracking, but some messages were creative at the expense of clarity. I formulated a test around clearer action-oriented copy with lightweight personalisation rather than simply increasing notification volume.
The first experiment ran across roughly 30,000 users. Clearer reminders improved D7 retention by 5.17% relative and meal-tracker conversion by 2.06%, with no detected negative impact on paid cancellations.
A clearer message, in context
The experiment covered copy changes across all push notifications. This before-and-after pair is one example from that broader test.
- users in the copy test
- ~30,000
- D7 retention
- +5.17%
- meal-tracker conversion
- +2.06%
Then we extended the behaviour on Android.
A follow-up Android experiment expanded fasting and meal reminder coverage from one day to seven consecutive days.
Paid users
- D7 retention
- +16%
- conversion to 7 active days
- +14%
- fasting completion
- +8%
- cancellation; not statistically significant
- −5%
Free users
- D3 retention
- +15%
- fasting completion
- +13%