what is
churn
in one line
churn is when customers stop using or paying for a product; churn rate is the share who leave over a given period.
churn is customers leaving. for a subscription product that means cancelling, for a free product it often means just not coming back. churn rate is the share of customers who leave over a set period.
a lot of churn starts early and quietly. users who never figured out the product, never activated, or kept hitting the same wall eventually drift away without complaining.
reducing churn means finding and fixing those walls. that's easier when you can see where users are getting stuck, not just that they left.
where heytappr fits
heytappr helps with the friction side of churn: it gets stuck users through tasks they'd otherwise give up on, and its analytics show which questions and steps keep tripping people up.
see it in practice
related terms