SK

Insights

Customer journeys

From first impression to lifetime champion — every drop-off matters.

Lifecycle funnel

Last 90 days · all markets

Awareness
320,000100% step conv.
100.0% of top
Sign-up
147,21346% step conv.
46.0% of top
1st purchase
124,80085% step conv.
39.0% of top
Repeat (2+)
86,20069% step conv.
26.9% of top
Loyal (5+)
38,40045% step conv.
12.0% of top
Champion
14,80039% step conv.
4.6% of top

Flow between stages

Stream width ∝ members

Sign-up147k1st purchase124kDrop-off22kRepeat86kLapsed 30d38kLoyal38kLapsed 60d47k
  • Sign-up → 1st purchase: 124800
  • Sign-up → Drop-off: 22413
  • 1st purchase → Repeat: 86200
  • 1st purchase → Lapsed 30d: 38600
  • Repeat → Loyal: 38400
  • Repeat → Lapsed 60d: 47800

Biggest drop-offs

  • Sign-up → 1st purchase

    15.2%22,413 members

  • Repeat → Loyal

    55.4%47,800 lapsed 60d

  • Push opt-in skip

    31%iOS onboarding

Cohort retention

% of cohort active in month N · sign-up cohort by row

0%100%
CohortM0M1M2M3M4M5M6M7
Jul ’259988826961544433
Aug ’2599897971635246
Sep ’25988881706253
Oct ’259791817163
Nov ’2599888170
Dec ’25988981
Jan ’259988
Feb ’2599