Case Study: Calm found a 3x retention lift with Amplitude behavioral cohorts
Key results
The challenge
Calm, a mindfulness and meditation app with a large iOS and Android user base, needed to understand how existing features were driving retention and where it could improve. A Daily Reminder feature existed but was buried on the app's Settings page, and fewer than 1% of users were finding and using it.
The solution
Calm used Amplitude Analytics and its behavioral cohorting feature to compare the retention of users who set a reminder against those who did not. Acting on that signal, the team ran an experiment that showed a portion of new users a reminder prompt after completing their first meditation session.
“It's actually a much better product than Mixpanel.”
ATAlex TewCEO, Calm
The results, in context
Calm found an almost 3x increase in retention for users who set Daily Reminders and determined the relationship was causative rather than merely correlative. Among users shown the new prompt, 40% went on to set a daily reminder. Based on the results, Calm planned to roll the prompt out to all users.