For retention, you need to give them something new to see everytime they visit. If they do not find anything new frequently when they visit, they'll cancel. That's the key to keeping those that CAN be retained.
There's a significant percentage that CANT be retained. No matter what you do, they just wanna have that one look around at everything you have and then cancel. They might come back 3-6 months later and do it again. It's these guys that make it a bad idea to do trials on an amateur site unless you have so much content that they cant possibly see it all in just one or two visits.
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