By Egor Rubtsov is the founder and CEO of CM Mentalgrowth
Q: Why do most apps lose 70% of their users in the first few days?
A: First, it’s important to say: not every app loses 70% of its users. But when they do, the reason often lies in the nature of the product. In Health & Fitness apps, for example, user drop-off is common because of what we call “aspirational intent.” Users often sign up in a burst of motivation, similar to buying a gym membership. The act of signing up gives a psychological reward in itself — a dopamine hit — and that alone can feel like progress.
Many users don’t forget about the app; they remember it. They just don’t return because it requires effort. Unlike entertainment apps, our product asks users to work on themselves. That’s not something most people are ready to do every day.
The solution? Don’t obsess over raw retention rates. Instead, we look at subscription retention: if a user subscribes and doesn’t cancel, that’s still value. And that value is often determined in the very first session, so we focus heavily on pre-session engagement and first-session experience.
Q: What are product teams getting wrong about the user journey?
A: They often assume drop-off is because users didn’t like the app. But many simply felt overwhelmed, weren’t convinced, or were distracted. That’s why first impressions are critical. Users need to feel instantly that they made the right choice, that their goal is achievable, and that your product is trustworthy. We also need to move beyond retention as a success metric. If a user subscribes and gets what they need without coming back daily, that might be a success too.
Q: You’ve built a library of behavioral experiments. Can you explain how it works?
A: We test everything. Button colors, onboarding flow, number of screens, copy tone. We observe the paths users take, where they drop off, and what keeps them engaged. A big focus is how quickly users open their personalized program after subscribing. That initial interaction is vital. If something causes hesitation or friction, we flag and fix it.
Q: Can you share a surprising result from an A/B test?
A: Absolutely. One of the most impactful was a test on push notification permissions. Originally, we asked, “Do you want to receive notifications?” and gave users “Yes/No” options. We changed it to, “How often would you like to receive updates?” with choices like “Only the important stuff” and “I don’t want any.” That change boosted opt-in rates from 30% to 75%. It’s a perfect example of the power of framing and UX copywriting.
Q: What behavioral models actually move the needle on engagement?
A: Three patterns consistently deliver results:
- Problem-framing: Users must quickly understand what problem your app solves for them.
- Social proof and trust signals: Badges, testimonials, or progress cues that say, “Others like me trust this.”
- Purchase framing: Not “Will I subscribe?” but “Which plan suits me best?”
We also use micro-interactions during onboarding to build confidence and personalization. For example, if a user sets an ambitious weight-loss goal, we might show a message like: “We believe you can reach your target by October.” That builds emotional momentum.
Q: How do your models differ from classic UX or gamification?
A: Gamification often relies on daily logins, badges, streaks. That can work for some apps, but in Health & Fitness, it’s risky. Over-pushing leads to burnout. Our approach is more about emotional intelligence and user psychology. Instead of creating artificial urgency, we reinforce purpose. Also, rather than gamify engagement, we personalize motivation. We want the user to feel, “This is for me.”
Q: Can you share a real case study of an app that improved retention using your approach?
A: One great example was adding professional voiceovers to workouts. Many users were unsure if they were doing exercises correctly. Adding guided audio improved their confidence and experience dramatically. As a result, subscription retention went up. It’s like walking into a gym with a friendly trainer who supports you from Day 1.
Q: What are three behavioral patterns any product team could test today?
- Positioning and problem clarity – Are users instantly clear on the problem you solve?
- Trust and social proof – Can you surface user quotes, expert validation, or community metrics?
- Framing the purchase – Instead of a binary choice, can you offer flexible, tailored plans?
Q: Which users respond best to behavioral design?
A: That depends. Men and women respond to different types of framing. Health concerns differ by age and background. That’s why our onboarding is highly dynamic. The more relevant the message, the better the response.
Q: What’s your take on the current state of “growth” in tech?
A: Growth has to move beyond attention. The goal isn’t daily active users, it’s meaningful activation. In a saturated market, the app that wins is the one that quickly shows users how their problem will be solved and makes them feel safe, supported, and understood. That’s real growth. Not just retention. Not just revenue. But resonance.
Case study: Voice guidance improves conversion and retention
We noticed early users weren’t completing workouts — not due to motivation, but uncertainty. Were they doing it right? Where do they look?
We added voiceovers for every exercise in the first session. Each instruction gave pacing, breathing, and posture tips.
The result: higher session completion and a measurable boost in subscription retention. It worked not because it was novel — but because it solved a core anxiety.
