Customer retention
05 · CustomersAre customers returning and staying?
It usually costs less to keep a customer than to win a new one. Retention shows whether people come back after the first sale, and it is often the earliest sign that something is wrong.
What to track
Repeat customers
The share of customers who buy from you more than once.
Customers lost
Customers who stopped buying in the period, divided by the customers you had at the start.
Time between purchases
How long customers take to come back. A growing gap is a warning.
Review it monthly, and follow up with customers who go quiet.