Product growth is completely reliant on user retention.
You need users to stick around, over the long haul, so you can break even on the costs to acquire each and reinvest back into product improvement.
That doesn’t mean you need any growth, it means you need sticky growth. You need to acquire the right types of users.
Activation, the precursor to Retention, starts here. You need to prime users before signup so that expectations are properly set.
Onboarding sequences should be designed around your success milestones so you can see which steps are acting as roadblocks, and test them accordingly.
Post sign-up involves making sure people progress through each of these milestones until you’ve successfully given them that first happy experience.
Otherwise, you risk running with a high churn rate.
No other metric has the single ability to sabotage new customer acquisition than churn. The problem is that it’s also difficult to define.