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Chapter 2

Your Critical Event & Product Usage Interval

The retention effort starts at the very moment your users open up your product for the first time. Once we identified the crucial events that brought us paid users, we redesigned our entire user onboarding experience around them. Just like that, we doubled our trial-to-paid conversion rate.
— JANNA BASTOW, CO-FOUNDER, PRODPAD
 
 

In this Chapter...

Before you can start improving your retention, you need a solid grasp of how people are currently using your product. This will help you choose the right timeframes for your metrics as well (for example, whether you should be looking at daily, monthly, or weekly retention).

This chapter introduces two important concepts:

  • what your critical event is, and
  • how often users naturally come back to use your product.

 

What you'll learn:

2.1 - Determining your critical event
2.2 - Determining your product usage interval