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In 2016 our monthly active users (MAU) rose from roughly 8% in February to 48% in November. This is an extraordinary result. During this period we tested about 20 changes, from hooks of addiction (inspired by Nir Eyal’s hook model) to more simpler things such as email reminders. But one test was a stand out success. In this article, I want to explore that change. It was a feature we called ‘long life login’. It turned out that by automatically logging our users out at the end of a session, we were losing 2% of the active user base every week. Here’s how…

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