Volta — Retention & Cohort
Business Context
The third project in the measure loop: did the KYC fix’s effect hold over time? In-the-moment conversion is not enough — retention is required.
Hypothesis
The MDE-exceeding lift in KYC conversion persists as +retention at M1 and M3.
Data & Method
- Cohort retention curves pre/post.
- Welch t-test + Cohen’s d for the cohort difference.
- Plan-specific LTV via ARPU × retention decomposition.
Insight
- M1 retention: +10pp step-change.
- M3 retention: +9.2pp — the effect does not fade.
- LTV grows through retention decomposition, not only ARPU.
Impact
- +€227K/yr incremental LTV from the KYC fix — the effect is validated over time, not only at the A/B moment.