It's your purchase funnel!
You must make it airtight a bulletproof on your land! It's leaky it's whiny, it is the only thing that's brings a utilitarian value to a thing that we call business! The overly easily measurable thing!
(Perhaps too easy, keep the expectations low.)
Clean its diapers! Read it bedtime stories from direct marketing to force your prospective user base to become payment. Be sure it ain't leaky now, and make the passage pain free!