The Day I Stopped Chasing New Users and Started Talking to the Ones I Had
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I spent months on acquisition. Ads, content, outreach, the whole playbook. New signups every week.
Churn ate all of it. I was filling a bucket with a hole in the bottom and calling it growth.
Then I spent one week talking to people who had already been using the product for months. Not new users. Existing ones. What did they almost leave over? What did they not understand? What did they wish existed?
Three of the answers were things I could fix in days. Churn dropped the next month. Revenue went up without a single new signup.
I had been so focused on the front door that I never checked the back one.
Are you spending more time acquiring or keeping? And has that ratio changed for you?
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For my product the back door is built into what it is: people make a personal song for an occasion, and between occasions there is no reason to open it. So the keeping work is giving the next reason. There is an occasions tab where people can import birthdays from their calendar, and the app reminds them three days before and on the day, at ten in the morning their time. Your point about the ratio is the right question: an hour on the back door keeps paying, an ad hour stops when the spend does.