Case Study: IMVU achieves significant retention gains and revenue growth with Leanplum

How IMVU Uses Leanplum to Drive Retention and Revenue

IMVU, a global avatar-based social community with about 4 million monthly active users, shifted its focus from rapid mobile user acquisition to improving retention and monetization—crucial because in‑app purchases drive revenue. The company faced steep drop-off during onboarding and on the home screen and needed to surface engagement “hooks” that would keep users in the app longer and increase purchases.

Using Leanplum to get a holistic view of mobile behavior, IMVU A/B tested and segmented home‑screen layouts and onboarding flows to surface those hooks. The changes produced a 5% lift in retention, 13% more in‑app purchases, 7% more chats and 17% more profile sharing. Tweaking avatar onboarding (testing 10,000 vs. 2,000 free credits) boosted retention by 157% and doubled ARPU, while InMobi partnerships and Leanplum webhooks enabled effective cross‑app retargeting.

IMVU

Lomit Patel

Vice President of Growth