Twitter can make a bad first impression. When new people sign up they often fall off quickly. The social platform has a half-billion monthly visitors but only 284 million registered monthly users because people stop by but don’t really buy in. That’s why Twitter CEO Dick Costolo recently revealed some big changes, making good on a strategy he announced months ago. Twitter is testing features that should make the messaging service easier for newcomers to understand right away, and cut down on some of the noise on the platform that causes users to miss some of the best stuff.

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As marketers deploy acquisition strategies, what are some of the ways they can maximize ROI by keeping people into the fold? #MarsTalk