summary • motivation drops over time, and every friction point accelerates it; your job is to keep the tank full until the habit forms • that tipping point has a name: your activation threshold — the number of repeated core actions after which users tend to stick • you can find yours by tracking
(or day 5, or 7 or whatever, please make this work for you.) summary • when users ghost, they're not losing interest in your product; they're losing belief that it will work for them • there are 2 layers of friction killing that belief: the visible kind (bugs,
summary • a signup isn't random; it's the result of specific beliefs aligning: "this product is useful, easy enough to try, and I trust it enough to hand over my details" • those beliefs are fragile and they're exactly what your onboarding needs to
summary • when someone signs up, motivation and hope are at their peak; if they don't hit something meaningful fast, that window closes and most won't come back • nailing activation is the best way to prevent churn from even appearing • successfully onboarding a user doesn't