Iterative Research Series | Phase 1

Turning One-Time Users Into High-Value Customers Through Iterative Retention Design

Uncovering Drop-Off Drivers

RetailMeNot’s cash back offer (CBO) program offered substantial business value, but activation rates were far lower than expected. I led a mixed methods research project to uncover why. Then used data-driven storytelling to influence leadership and product teams to invest in critical experience improvements. My work unlocked new roadmap initiatives with the potential to generate up to $1.8M in incremental annual revenue.

Problem

Our team had primarily focused product efforts on average RetailMeNot users, without fully understanding the behaviors of high-value segments. I was tasked with uncovering new opportunities for growth through user segmentation and behavioral insights.

Discovery

Through a mixed-methods research study (in-depth interviews + behavioral analytics), I identified a small but significantly underserved user group: Cash Back Offer (CBO) users.

Our loyal cash back users had:

5.6x higher revenue per user ($7.62 vs. $1.36)
A 24% higher order value
More consistent purchase follow-through

Despite their value, CBO users made up less than 5% of total converting visitors and were not being actively supported in product design or messaging.

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Key Findings

90% of participants were unaware that RMN even offered a cash back program. Despite low awareness, most users expressed excitement when they discovered CBO.
Why it mattered:
RMN was primarily known for promo codes, and visually treated cash back offers the same way, limiting differentiation.
Opportunity:
- Leverage owned marketing channels (homepage, emails) to highlight cash back.
- Visually distinguish CBO offers from promo codes on merchant pages.
New users mistakenly believed they had to choose between cash back and promo codes. When in reality, shoppers can earn cash back and use a coupon at checkout.
Why it mattered:
Rakuten clearly communicates that users can stack savings, creating a perception of greater value and ease.
Opportunity:
- Clearly promote stacking ability on all offer cards.
- Auto-activate CBO on all outbound shopping links (removing manual steps).
Users longed for effortless cash back activation. Pulling up the website to activate cash back before making their online purchase was a hassle. Many preferred the browser extension experience.
Why it mattered:
Shoppers expect seamless experiences and are less likely to engage if cash back requires extra effort during checkout.
Opportunity:
- Promote the desktop and mobile browser extensions more heavily.
- Integrate auto-activation features directly into merchant flows where possible.
Users longed for effortless cash back activation. Pulling up the website to activate cash back before making their online purchase was a hassle. Many preferred the browser extension experience.
Why it mattered:
Shoppers expect seamless experiences and are less likely to engage if cash back requires extra effort during checkout.
Opportunity:
- Promote the desktop and mobile browser extensions more heavily.
- Integrate auto-activation features directly into merchant flows where possible.

Key Findings

Lack of Awareness

90% of users didn’t know RMN offered cash back rewards.

Opportunity: Increase visibility using homepage placements, marketing emails, and visual distinction for CBO vs. promo codes.