What is Customer Retention?

Retention measures how long customers stay active with your products, membership, or services. High retention means customers continue engaging, renewing, or purchasing from your brand over time.

Why Retention Matters

• Increases lifetime value and stabilizes revenue
• Reduces pressure to constantly acquire new customers
• Improves word-of-mouth and referral marketing
• Creates a data-rich audience for upselling along your value ladder
• Signals product-market fit for your membership site or program

How to Improve Retention

• Onboard new customers with clear expectations and quick wins
• Deliver consistent value—new lessons, live calls, or updated digital products
• Collect feedback through surveys, interviews, or community channels
• Track health metrics: login frequency, feature usage, or completion rates
• Combine proactive support with light automation so members feel seen

Retention Benchmarks

• Digital courses: 50–70% completion rates for flagship programs
• Memberships: Monthly churn under 8% is a strong target
• Service retainers: Aim for 6–12 month average client contracts
• Always set goals based on your audience, price point, and delivery model