Paying for users who then leave ↗
At an early-stage health-tech company, we were spending on ads but the users were churning. I recommended improving retention before putting more into acquisition.
People are signing up. Are they staying?
New users are encouraging. They can also hide a problem if people leave soon afterwards. I can help you understand who gets value from the product, where you lose people and what the team should work on next.
Book a free introduction ↗Some questions to start with
- Which users keep coming back? What do they have in common?
- Where do people get stuck or give up?
- Are we spending more to acquire people who won’t stay?
How I can help
Understand who the product works for
I’d look at the data and talk to users. An overall retention figure can hide a group who love the product and another who never get going. We need to understand the difference before deciding what to change.
Find where you are losing people
Can people find the useful part of the product? Do they understand it? Is there a reason to come back? Those are different problems. Improving a signup funnel won’t do much if people leave as soon as they try the product.
Get the team working on the right thing
Once we know what matters, we can choose what to build, try it and see whether it helped. I can work alongside the team or lead that work. With AI products, I’d also look at whether the initial interest turns into something people keep using.
What you should have afterwards
- An explanation of who stays, who leaves and where people get stuck.
- A small set of changes worth making first.
- A way to tell whether those changes helped, and decide what to do next.
Work I’ve done
A working product still needs people to adopt it ↗
My AI dispute-resolution product taught me how much can sit between a working demonstration and something people will agree to use.
Working with me
We can start by working out what is happening and then make the changes with your team. If you need someone to lead product and growth for a while, I can do that too.
Projects start at £10,000. We’ll agree the work and the fee before starting. Fractional leadership and ongoing work are agreed separately. I work throughout the UK and remotely in Europe and the US.
What if we are too small to run A/B tests?
Then we should use other ways to learn. User research, looking at cohorts and watching people use the product can all help. I wouldn’t run a test that cannot tell us anything useful.
Should we spend more on acquisition?
I’d first look at what happens to the users you already acquire. How many stay? What do they cost to acquire and serve? That helps us decide whether more spending makes sense.
Let’s talk.
Tell me what you’re trying to do and where you’re stuck. We can talk it through on a free 25-minute call.
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