Customer retention rate is an indicator of how your product keeps its customers over time. It is one of the most important metrics that shows the ‘stickiness’ of the product, and ultimately of how much potential it has. Often, product teams don’t give this indicator a proper attention, and to grow their sales they concentrate on attracting new users. But retaining customers costs less than acquiring them, and for your product growth it is the main factor. But how to deal with user churn?

The most important reasons for high churn rate are:

1. Lack of engagement: users who don’t use your product or visit your website frequently enough are likely to leave.

2. Product bugs: technical issues negatively impact users’ attitude to the product.

3. Difficult UX: complicated navigation and a poor interface frustrate and alienate your users.

4. Sometimes the content, that users engage with, and the descriptions of the products that users buy, are the reasons for higher churn rate.