Product
Churn
Definition
Churn is the rate at which users stop using a product over a given period. It highlights where value is not being sustained and where users are dropping off.
In practice
Used to identify issues in glossaryUser Experience (UX)User Experience (UX) refers to the overall experience a person has when interacting with a product, including usability, accessibility, and how it feels to use. It focuses on making products useful, usable, and enjoyable.Open glossary term, product value, or glossaryEngagementEngagement refers to how users interact with a product, content, or experience, including actions like clicks, time spent, and interactions.Open glossary term by analysing where and why users leave.
The reality
Churn is rarely random - it’s usually a clear signal that something isn’t working.
Plain English
How many users stop using your product.
FAQ
Common questions
A few practical answers to the questions that usually come up around this term.
What is churn?
Churn measures how many users stop using a product over time.
Why is churn important?
It helps identify problems with product value or experience.
How do you reduce churn?
By improving glossaryRetentionRetention measures how well a product keeps users over time by continuing to deliver value. It is a key indicator of product success and long-term viability.Open glossary term, glossaryUser Experience (UX)User Experience (UX) refers to the overall experience a person has when interacting with a product, including usability, accessibility, and how it feels to use. It focuses on making products useful, usable, and enjoyable.Open glossary term, and ongoing value.
What causes churn?
Poor experience, lack of value, or unmet expectations.
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