If you’re an app marketer, chances are you’re terribly concerned about the “Two C’s” - conversion & churn.
They are the big win and the ultimate fear. The light and the dark. The high hope and the crashing blow.
OK, so that’s a little dramatic, but you understand the underlying intent. All marketers hope that they can get customers to convert and continue their relationships, just as all marketers hope they can simultaneously prevent churn. It’s all a necessary part of creating and facilitating engagement at every step of the app user lifecycle.