The Heap Guide to Retention A Smarter Approach to Product Analytics EBOOKTable of Contents SECTION 1 Why Retention Matters The Business Case for Retention Down the Funnel and Back Good vs. Bad Retention Graphs Three Stages of Retention SECTION 2 Improving Retention Defining Retention Measuring Baseline Critical: Avoid Measuring Incorrectly Choose the Stage to Target Scenario 1: Hypotheses for Encouraging New Users to Stick Around Scenario 2: Hypotheses for Creating Ongoing, Repeatable Value Scenario 3: Hypotheses for Creating Longer-Term Retention SECTION 3 Examples from Heap Finding Our Retention Metric Two Retention Metrics A Hypothesis Story: Suggested Reports Suggested Reports: What We Learned Suggested Reports: Impact on Retention Suggested Reports: Group By Sugges

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