The 4 retention curves

By Mark Ashworth · · Watch on YouTube

Two companies can report the exact same churn rate and have opposite futures. The number hides the thing that actually predicts survival: the shape of the retention curve. Here is how to read it, in two short videos.

The long version

Your Churn Rate Is Lying to You: Read the Retention Curve Instead

Two companies can report the exact same churn rate and have opposite futures. The number hides the thing that actually predicts survival: the shape of the retention curve. Here is...

Read the write-up (4 min) →
Free interactive tool

Score your retention setup in 60 seconds

8 questions. Get your tier (Critical to Best-in-Class), your weakest spots, and 3 specific things to fix next.

Take the Health Check

More videos

See all →
Still from the video: Your Support Queue Is Lying To You About Churn

Your Support Queue Is Lying To You About Churn
Still from the video: How long should your free trial be? Trial length is a red herring

How long should your free trial be? Trial length is a red herring
Still from the video: Put one screen in front of your cancel button

Put one screen in front of your cancel button
Still from the video: B2C churn isn't a product problem, it's a front door problem

B2C churn isn't a product problem, it's a front door problem
Still from the video: Churn is an offer problem, not a price problem

Churn is an offer problem, not a price problem
Still from the video: Fighting voluntary churn in all the wrong ways (and what you can do about it instead)

Fighting voluntary churn in all the wrong ways (and what you can do about it instead)