What To Do With a High Churn Rate

Churn consists of two categories:

• Customer Churn refers to how many individual customers have deleted their accounts, cancelled their subscriptions, or not logged in for X amount of time.
• Revenue Churn focuses on the value of these customers, and measures the monetary loss of the future transactions.

A few common causes for high churn rates are:

• Competitors: When a new competitor arise, it's natural to have a peak in churn rate as customers shift over to see what they have to offer.
• False advertising/disingenuous marketing: Bad marketing leads to churned customers, who may arrive with wrong expectations.
• Usability/accessibility issues: An interface that isn’t easy to use, appealing to look at, or adaptable for those with special needs, will be dropped.
• Users no longer need the product.
• Reduced functionality.
• Unmet needs.
• Poor customer service. 

• Damage control: The key is to lean into controversy. The first step is to communicate openly and let your customers know what happened. Then tighten up on security and roll out an update.
• Rewarding loyalty: Existing customers should be rewarded for their loyalty.
• Re-brand: A fresh design can bring your users attention back and give the product new life.
• Talk to your customers about what else they'd like to see.