What Is Retention Curve?
A chart showing the percentage of a cohort that remains active over time.
A chart showing the percentage of a cohort that remains active over time.
A retention curve plots the percentage of a user or customer cohort that remains active over successive time periods (usually weeks or months). It's the visual representation of cohort retention analysis.
The shape of the retention curve reveals critical information: a curve that flattens indicates a healthy core user base, while one that continues declining suggests the product hasn't achieved strong retention.
Improving the retention curve — making it flatten earlier and at a higher level — is one of the highest-leverage growth activities. Even small improvements in week-1 retention compound dramatically over the customer lifecycle.
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