EARLY HABIT FORMATION · SIMPLE
Use lifecycle communication to reinforce a behaviour already linked to retention.
By Andrei VolkRole at the company: Product Lead, CRM & Lifecycle · Simple · 2022–2026
Focus the welcome sequence on helping customers establish meal tracking during their first week.
Selected result: +5% · D3 retention
Product research showed that users who tracked at least five meals within three days had meaningfully stronger retention. Instead of treating the welcome sequence as generic education, we focused it on helping new users establish that behaviour during their first week.
The experiment used targeted welcome communication around meal tracking and measured product behaviour and downstream retention rather than email engagement alone.
- meal-tracking completion in days 0–7
- +2%
- D1 retention
- +3%
- D3 retention
- +5%
There were different effects by customer segment: among free users, D3 retention increased 11%, while D7 retention also moved positively but was only at the edge of statistical significance.