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Valeria from Reliqio under an empty "Don't say / Do say" table, with the title "Stop calling your product great."

Product retention beats product adjectives.

Valeria B.SMM at ReliqioGrowthProduct

Product retention beats product adjectives.

Great, loved, seamless, engaging: founders use these words all the time, and none of them proves anything.

Here's how I'd swap them:

  • Great product becomes how often customers use it.

  • Customers love it becomes how many have stayed for over a year.

  • Seamless onboarding becomes the share of users who reach their goal in the first session.

Great is an opinion. Retention is a fact.

Don't have those numbers yet? We'll help you find them.

#ProductRetention #LTV

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  1. Don't say we have a great product.
  2. Say our customers use it four times a day every single day.
  3. Great is an opinion.
  4. Retention is a fact.
  5. Don't say customers love it.
  6. Say over two million users use it for over a year.
  7. Love is a feeling.
  8. Retention is a number.
  9. Don't say our onboarding is seamless.
  10. Say seventy-two percent of our users reach their goal within the first session.
  11. Seamless is a design opinion.
  12. Results are measurable.
  13. Don't say our product is very engaging.
  14. Say our average account has 20 logins within a week.
  15. Engaged is vague.
  16. Behavior isn't.

"Great" and "seamless" are opinions about a product. Retention is a measured fact, so describe the product by what its users do and how long they stay.

Four swaps to make:

  • For "great", say how often customers use it, for example "Our customers use it four times a day every single day."

  • For "customers love it", count the users who have stayed for over a year.

  • For "seamless onboarding", report the percentage of users who reach their goal within the first session.

  • For "very engaging", say how many logins an average account has in a week.

Most useful for founders rewriting how they describe their product.