MONETISATION EXPERIMENTS · SIMPLE
Prove the uplift — then scale the lever.
By Andrei VolkRole at the company: Product Lead, CRM & Lifecycle · Simple · 2022–2026
Use a holdout to separate incremental subscription growth from attribution, then scale what worked.
Selected result: +8% relative · incremental uplift
I believed retargeting emails could increase subscriptions after onboarding. The first question was how much of that conversion was genuinely incremental.
I designed a 50/50 holdout experiment with roughly 20,000 users. With retargeting enabled, subscription conversion reached 8.40%, versus 7.77% without the chain — an 8% relative uplift that was statistically significant. Roughly 95% of retargeting subscriptions happened on the first day, helping shape the next iterations.
- subscription conversion
- 7.77% → 8.40%
- incremental uplift
- +8% relative
- users in the holdout
- ~20k
Then scale what worked.
Through a series of experiments, retargeting became one of the strongest monetisation levers immediately after onboarding. CRM-attributed subscription share grew from roughly 4% to more than 10% — nearly threefold. The holdout gave us confidence that the channel was creating incremental value rather than merely claiming conversions that would have happened elsewhere.