If Acquisition is Easy, Retention Can Be Too

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

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