Examples of Lifecycle Segmentation Diagrams

Lifecycle segmentation diagrams are visual tools that help you understand and optimize the user journey within your mobile app. By mapping out the stages users go through — from their first interaction to becoming loyal customers or eventually churning — you can pinpoint areas for improvement and target your marketing efforts more effectively.
Below, we explore three standard models for lifecycle segmentation diagrams.

1. Basic Model

The basic lifecycle model is ideal for apps that do not have complex monetization strategies. It focuses on the core user journey with four primary segments:

• New Visitors: Users who have just installed the app.
• New Users: Users who have engaged with the app for the first time and completed a key action (e.g., subscription).
• Active Users: Users who engage regularly with the app (e.g., daily or weekly active users).
• Low Active Users: Users who have shown a decline in engagement over a certain period.
• Churned Users: Users who have stopped using the app entirely.
• Reactivated Users: Previously low active or churned users who return and resume activity.

This model allows you to track overall user retention and identify critical drop-off points.

2. Apps with Freemium

For apps with a freemium model, lifecycle segmentation becomes more detailed to account for both free and paid user paths. In addition to the basic segments, you must consider the transition between freemium usage and premium conversion.

Key Segments:

• New Visitors: Users who are new to the app.
• New Subscribed Users: Not activated paid users.
• New Users: Users with a paid subscription.
• Freemium Users: Users who use the free features but haven’t upgraded.
• Active Users: Paid users who engage with the app regularly.
• Low Active Subscribers: Users who have shown a decline in engagement over a certain period.
• Churned Visitors: Newcomers who didn’t perform further actions in the app.
• Churned Freemium Users: Free users who stop engaging.
• Churned Subscribers: Paying users who cancel their subscriptions.
• Reactivated Users: Users from either the freemium or premium tracks who return after a period of inactivity.

This model helps you understand both engagement and conversion dynamics in a freemium context, allowing you to target strategies for both retention and upgrading.

3. Apps with Trial

Apps that offer trial periods require lifecycle segmentation that distinguishes trial behavior from long-term subscription decisions. This model focuses on how users engage during the trial and whether they convert to paying subscribers.

Key segments for apps with the trial are the same as for apps with freemium, except for trial users that replace freemium ones:

This model lets you focus on trial optimization and conversion strategies, ensuring you capture critical insights into the transition from trial to subscription.