Result from my work

User Conversion Case Study: 12% to 27% in 10 Months

By Vishwajeet Kumar · 6 min read · Updated 4 November 2026

Quick answerI took user conversion from 12% to 27% in 10 months at a large broking platform by building a full customer lifecycle management framework across email, SMS, WhatsApp and push, with cohort-level personalisation at each stage.

A large broking platform, Lead, Strategic Initiatives and Digital Marketing (Jul 2022 to May 2024). Figures are as reported on my resume, for the period stated.

The goal

A large broking platform with 12% user conversion.

The aim: lift conversion by organising communication around lifecycle stages, with personalisation for each cohort.

The result

What I did and what changed

Result from my work

A large broking platform, Lead, Strategic Initiatives and Digital Marketing (Jul 2022 to May 2024)

Built a full CLM framework across email, SMS, WhatsApp and push
Added cohort-level personalisation at each stage
Led the in-house customer data platform build, enabling audience segmentation and churn scoring models
Built the CRM retention dashboard leadership used weekly
Set up A/B tests with holdout groups across retention journeys

12% to 27%user conversion in 10 months

2.25xconversion multiple

4 channelsemail, SMS, WhatsApp and push in one framework

Result as reported from my own work, measured over 10 months. The employer is not named, to respect confidentiality.

How I diagnose this

Map the lifecycle from signup to first transaction to repeat use
Find where each cohort stalls
Check data quality, tracking and segments
Audit which channels reach which users

The method behind it

The steps below are the general method. The details differ by company and product.

Map the lifecycle

Name each stage and what success looks like.

Fix the data

Clean events, one customer view, usable segments.

Build stage journeys

One journey per stage, across the right channels.

Personalise by cohort

Different messages for different starting points.

Prove it with holdouts

Keep a control group in every journey.

Report weekly

One dashboard for churn signals, reactivation lift and funnel conversion.

A starting journey you can adapt

When	Channel	Message
Signup	Email and push	Welcome and the first step.
Stalled, day 2	SMS or push	A short nudge back to the exact step.
Stalled, day 5	WhatsApp	A personal check-in for opted-in users.
Converted	In-app and email	Celebrate and guide the next step.

Numbers to track

User conversion rate by cohortTime from signup to conversionChurn signalsReactivation liftLift against holdout groups

Common pitfalls

Building journeys before fixing the data
Using the same message for every cohort
Running campaigns without holdout groups

Frequently asked questions

What is a CLM framework?

Customer lifecycle management organises communication around each stage of the customer journey, so every message fits where the customer is.

How long does a framework like this take?

A first version takes weeks, and results build over months as cohorts move through the stages. This one ran over 10 months.

Services behind this work

CRM Strategy

Stop guessing who your customers are. Segment them, map their journey and plug the leaks.

Lifecycle Marketing

From first tap to loyal fan, and back again when they drift.

CRM health check

Answer six questions and see where your setup stands.

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