Activation

Acquisition spend is wasted downstream of a weak activation. This is usually the cheapest place to improve revenue and the least worked on.

Define the activation moment

Name the specific thing a new user does that predicts they will stay — not "logged in twice," but the action that delivers the value they came for. Find it in the data: compare what retained users did in week one against what churned users did.

Everything in onboarding exists to get people to that moment faster. Without it defined, onboarding becomes a feature tour.

Signup

Every field costs conversion, and each one must earn its place. Ask for what is needed to deliver value now; collect the rest later, in context, when the reason is obvious.