Lapsed User Testing
Overview
An A/B testing initiative focused on reactivating users inactive for 14–90 days through daily promotional offers, with the goal of identifying the most effective incentives to inform a scalable automated reactivation program.
Challenge
Re-engage dormant users with compelling incentives while maintaining positive ROI and avoiding overly costly promotions.
Strategy
Test 5 promotional mechanics (gift, deposit match, play-to-earn, mega bonus, win & spin) against a 10% holdback group, measuring performance across engagement, conversion, and ROI to identify scalable reactivation offers.
My Role
As Lead Designer partnering with the marketing team, I designed the promotional creative system across email, push notifications, and in-app placements, ensuring clear messaging, strong visual hierarchy, and consistent branding across all test variations.
Results
- Top ROI Performer: Test 4 (Mega) — +36.6% NTV lift
- Highest Reactivation Lift: Test 6 (Mega Day 2) — +57.3% NAR
- Most Efficient Incentive: Test 1 (Gift) — 68.1% UMPs, +25.6% NAR
- Deposit-based offers underperformed, generating negative ROI and informing future offer adjustments
- Findings contributed to shaping a scalable lapsed-user lifecycle strategy
Overview
An A/B testing initiative focused on reactivating users inactive for 14–90 days through daily promotional offers, with the goal of identifying the most effective incentives to inform a scalable automated reactivation program.
Challenge
Re-engage dormant users with compelling incentives while maintaining positive ROI and avoiding overly costly promotions.
Strategy
Test 5 promotional mechanics (gift, deposit match, play-to-earn, mega bonus, win & spin) against a 10% holdback group, measuring performance across engagement, conversion, and ROI to identify scalable reactivation offers.
My Role
As Lead Designer partnering with the marketing team, I designed the promotional creative system across email, push notifications, and in-app placements, ensuring clear messaging, strong visual hierarchy, and consistent branding across all test variations.
Results
- Top ROI Performer: Test 4 (Mega) — +36.6% NTV lift
- Highest Reactivation Lift: Test 6 (Mega Day 2) — +57.3% NAR
- Most Efficient Incentive: Test 1 (Gift) — 68.1% UMPs, +25.6% NAR
- Deposit-based offers underperformed, generating negative ROI and informing future offer adjustments
- Findings contributed to shaping a scalable lapsed-user lifecycle strategy
Test #1
Test #2
Test #3
Test #4
