Attention + Conversion + Retention

We think attention, conversion and retention happen after each other.

“Get attention, convert into customer, then retain as a customer.”

But that’s not how it works.

All three things happen at once, all of the time.

When you create attention, you also do user retention.

It’s not just about being seen, but being discovered, and having your choice of market positively associate with you and what you stand for. It’s not about making sure people don’t forget about you, it’s about being unforgettable.

When you create conversions, you also create attention.

A conversion isn’t the end, but the beginning, and that person should have their attention directed toward a wealth of exciting things to come. It’s not about ‘sealing the deal’, it’s about making it the first step in an exciting adventure they can’t wait to start.

When you do user retention, you also do attention and conversion.

A retained credit card and a retained person are different things. It’s not just about running the card each month, it’s about renewing their love for the brand each month. A user can still be retained long after they’ve cancelled a service, and refer others to it often, thanks to that positive brand affinity.

I go into more detail on this topic in this week’s issue of The Productoon Newsletter. Check it out!