What we ran, and what it taught us.

Acquisition and retention are one connected motion. Personalizing the path before signup only pays off when the same system carries the user through onboarding afterward.

455,396 users instrumented

Judge experiments on revenue per visitor instead of conversion rate. A variant can win on conversions and still lose on revenue, and repeat buying only shows up when the whole journey is in one view.

Build the pipeline on observed signals. When follow-ups trigger on intent, the team spends its time on the users who are genuinely engaging.