Your A/B test shows a statistically significant 5% increase in sign-ups but a 3% decrease in 30-day retention. How do you interpret this result and what do you do next?

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This result represents a tension between acquisition and retention, which is one of the most common and consequential trade-offs in product management. A change that brings in more users but retains fewer of them might be improving the top of the funnel while degrading the…