The 4 retention curves (and why your churn rate can't tell them apart)
In short
There are only four retention curves, and your churn rate can't tell you which one you are on. Only the shape can. This video walks through each one and how to read yours.
Key points
- Slope to zero: the death curve.
- Slight decline: where most SaaS products sit.
- Flat: usage compounds.
- The smile: retention that recovers and rises, the holy grail.
