[Negary]

Picture this: A customer eagerly signs up for a new online fitness program or enrolls in a language-learning subscription. The initial excitement runs high, the credit card is charged, and the confirmation email pops up in their inbox. But just a few weeks later, the user’s enthusiasm has cooled. They might have logged in once—or maybe twice. Soon, they’re questioning whether it was worth signing up in the first place, and before long, they’re ready to cancel.

This scenario is surprisingly common. Many businesses focus intently on making the sale but spend far less time ensuring that new customers actually become active, engaged users. The result is what we can call the “engagement gap”.