Nikita Boyarkin
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Market & Jobs · project 15 of 23

Free→Premium conversion concentrates in the anchor (17.3%) and status-seekers (41.2%); Digital Newcomers 45+ convert just 1.8% — the value prop doesn't transfer.

Situation
Second Market & Jobs project: does the upsell found in the anchor carry over to new segments
Task
Check whether the upsell that worked for the anchor segment carries over to the others, and where its limits are
Action
Free→Premium conversion by JTBD segment and cohort, chi-square and z-test, upgrade drivers, offer-channel effect
Result
Premium Status 41.2%, anchor 17.3% vs Digital Newcomers 45+ 1.8% (z=34, p<0.001)
Stack
Pythonpandas / NumPySciPy / Statsmodelsscikit-learnMatplotlib / Seabornuv + ruff
Source View on GitHub →
On this page
  1. Situation
  2. Task
  3. Actions
  4. Result
  5. Recommendations
  6. Documentation

Volta — Premium Upsell

Situation

The second Market & Jobs project: does the upsell found in the anchor transfer to new segments.

Task

My job in the market and jobs layer was to check whether the upsell that worked for the anchor segment carries over to segments outside it.

Actions

  • Free→Premium conversion by JTBD segment and cohort.
  • Chi² + z-test (anchor vs gap), driver importance (logistic regression).
  • Offer-channel effect and top upgrade reason by segment.

Result

  • Conversion concentrates: Premium Status 41.2%, anchor 17.3% vs Digital Newcomers 45+ 1.8% (z=34, p<0.001).
  • The gap persists within every cohort (Power 26% vs Dormant 2%).
  • Converters upgrade for different reasons — one upsell doesn’t fit all.

Recommendations

  • Introduce segment offers: cashback for families, support for 45+, FX features for travelers.
  • Don’t expect parity with the anchor — plan for a residual gap.
  • Test segment offers in an A/B (Project 20).

Documentation

Charts

Source: github.com/NikitaBoyarkin/volta-banking — 22 projects; figures recomputed from the repo's own datasets (data/*.csv) via its analysis scripts. Funnel counts from data/volta_funnel_data.csv (10,000 users); A/B, retention, segmentation, churn, RFM, CLV, attribution, anomalies, spend, support, NPS, JTBD, unit economics, premium, KYC deep-dive, referral, assisted CAC, FX sourcing, premium offers, anchor CAC and dormant win-back follow the published project narrative (README + part pages).

Free→Premium conversion by JTBD segment

Premium conversion rate by segment. Upsell concentrates in the anchor and status-seekers; gap segments barely convert.

0 20 40 60 Premium Status — Free→Premium: 41.2 41.2 Young Professionals — Free→Premium: 17.25 17.25 Travelers — Free→Premium: 11.9 11.9 Family Budgeters — Free→Premium: 4.66 4.66 Digital Newcomers 45+ — Free→Premium: 1.79 1.79 Premium Status Young Professionals Travelers Family Budgeters Digital Newcomers 45+ Segment Conversion, %
Key takeaways
  • Conversion concentrates: Premium Status 41.2% and the anchor 17.3% vs Digital Newcomers 45+ 1.8% (z=34, p<0.001).
  • The gap persists within every cohort (Power 26% vs Dormant 2%) — one upsell does not fit all.

Volta project map

Volta overview →

Core

Extended

Market & Jobs

RAT v2

Causal