User engagement is a crucial aspect of product development that can significantly impact a company's success. Unlike other metrics like page views or conversions, there is no one-size-fits-all definition of engagement across different products. However, ignoring user engagement at your peril, as seen with Snapchat's $20 billion valuation largely built around users signing into their product multiple times every day. To increase customer engagement, it's essential to make a strong first impression by explaining how the product works, motivating users to get started, and letting them know how to get help when needed. Gradually exposing the depth of your product through features like email notifications, third-party integrations, and export features can also encourage users to stick around. Announcing new features and improvements in-app is more effective than traditional marketing channels, and engaging customers during trials can provide valuable feedback for product development. By implementing these strategies, companies can increase user engagement and ultimately drive business success.