Keating argues that the simplest way to understand retention is to take Brian Balfour’s advice and to break retention into three stages:

1. Early retention: new users need to be onboarded into important actions in your product

2. Mid-term retention: existing users need to be engaged to go deeper into the product and build habits that stick

3. Long-term retention: seasoned users need to become loyal customers through constant realization of value

By Geoffrey Keating

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