Because it can so negatively impact monthly recurring revenue, customer churn is something that subscription businesses take very seriously. Churn is an important concern as it takes away from the hard-fought efforts to acquire and retain customers. Because of this impact on revenue and subscriber numbers, a subscription business’ monthly churn rate is an indicator of the health of the business, and it should be monitored closely.
In addition to monitoring your own churn rate month over month, comparative data on churn can be an invaluable resource in gauging where a business stands in relation to its peers. Recurly has compiled and published comprehensive churn data, based on a sample of over 1,200 sites over 12 months. This data is segmented by industry, audience (B2B vs. B2C), and price point to allow for different lenses through which to view the results.
Understanding how your own churn rate compares to your peers gives you a measure against which to judge how your business is doing. Is your churn rate in a healthy range compared to businesses similar to yours, or is it something you need to put more focus on?
Click below to see the Recurly data. Where does your business stand?