In this guide, we'll cover everything you need to know about retention rate: what it is, how to calculate it, industry benchmarks, and proven strategies to improve it. Plus, we'll provide a powerful Retention Rate Calculator to help you analyze and enhance your customer retention strategy.
Retention rate refers to the percentage of users or subscribers who continue to use a product or service over a specific period. Retention rate is a key indicator of customer loyalty, business health, and revenue stability.
For SaaS and subscription-based businesses, understanding retention rate is essential for optimizing customer engagement, reducing churn, and driving long-term growth. That's because retention rate is inversely related to churn - the higher the churn, the worse the retention, and vice versa.
Retention rate measures how well your business retains customers over time. In order to calculate your retention rate, simply divide the total number of renewing customers (which is the number of customers at the end of the period minus any new customers acquired during the period) by the number of customers at the start of the period and multiply by 100.
Here's the formula you'll use:
Customer Retention Rate =
Total Customers at the End of Period - New Customers Acquired During Period
Total Customers at Start of Period
For example, if your company started the month with 1,000 customers, acquired 200 new customers, and ended the month with 1,050 customers, your retention rate would be 85%.
Calculating your retention rate manually can be tedious, but Churnkey's Retention Rate Calculator makes it effortless. Simply input your customer data, and our tool will instantly generate your retention rate, helping you uncover areas for improvement and refine your strategy for long-term success.
Reducing churn is one of the most effective ways to improve revenue and business stability. Here are five strategies to lower churn:
1. Provide cancel flows with conditional offers
2. Payment recovery & dunning campaigns
3. Engage with customers proactively
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