And what do you mean by "market it a little differently". We played with positioning/wording for a few months and while it affects our registration numbers, it did not help to activate users.

Maybe we did it all wrong - we tried to build a slick product, collect leads, carefully onboard them, nurture with content, optimize our funnels and so on. Perhaps we should just concentrate on collecting phone numbers and selling directly, but this is the thing that we tried to avoid all the time.