What Is Churn Rate and How to Calculate It - All to Know

What Is Churn Rate and How to Calculate It - All to Know

There can be several SaaS startups that gained confidence in what they do and don't think of looking back. Undoubtedly, online businesses are experiencing another level of success, and some even agree to gain even more profit than they're earning right now.

However, with new customers knocking on the business doors and increased sales staff, some businesses have yet to learn when churn will hit them. Some early-stage startups have yet to learn what churn rate is, and as they're pretty busy acquiring new customers, they ignore the ones they've been losing.

The churn rate can have a massive impact on your business, and you must know about calculating it and monitoring it to keep your business growth steady. This write-up will give you all the information about churn rate, how to calculate it, and how to reduce it.

What Is Churn Rate

The churn rate is the rate at which customers leave the service or product. In simple terms, it is the number of customers or groups of individuals who stop doing business with an entity in a fixed period.

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Of course, every customer is not profitable, as some customers use a service or product for some time and then move on to something else. It's not their fault as they find something better, they surely love to buy that, but the whole process is called a churn rate.

Importance of Churn Rate

The churn rate is one of the most critical metrics from the customer's point of view. For example, if you're selling a product, but you find that 5 out of 100 of your customers are leaving (in a month or week), the churn rate would be 5%.

So, businesses can rely on churn rates to understand how well they are doing. However, a high churn rate or increasing churn rate can hinder a company's growth potential and affect its profitability.

Hence, reducing churn to boost revenue and expand business opportunities is crucial. Many companies use the prediction method and keep analyzing their growth to forecast churn rates, but they must utilize different strategies to come up with better results.

Types of Churn Rate

So, as you get to know the impact of churn rate on a business, you must know about its types. There are three main types of churn rates that you must know about, and they are:

1. Revenue Churn

It is the amount of revenue lost due to customer churn over a specific time; it can be recorded within a month or year. It mostly happens when your customers switch to a product or subscription pack that seems cheaper than you offer.

In some cases, you'll find your customers still doing business with you, but the quantity would be less than in earlier times. Hence, you must keep an eye on the loyal customers and their plans to understand the churn rate better.

2. Logo or Account Churn

It is the number of customers or customer accounts you lose within a specific period. Most businesses are dependent upon "logo or account churn" to understand the deficit.

3. User Churn Rate

It is the percentage of users who stop using a particular product or service over a given period. It can impact your business if you have a loyal customer base and start losing customers one by one.

4. Gross Churn Rate

It is the total number of customers who cancel their subscriptions or stop using a product or service within a particular time.

How to Calculate Churn Rate

To begin this, let's start with the churn rate formula. It is the total number of customers you've lost within a time period divided by the number of customers you had at the start of that time period and then multiplied by 100.

Churn Rate = (Lost Customers within a time period / Total Customers at the Start of the Time Period) x 100

Here's a step-by-step guide to understanding the formula better:

  • Determining the time period for analysis: First, you need to determine the time frame in which you want to calculate the churn rate. It can be calculated monthly, quarterly, or annually.
  • Counting the number of customers at the beginning and end of the time period: Now, count the number of customers you had at the beginning of the time period and the number of customers you lost during the same time period.
  • Dividing the number of lost customers by the initial number of customers: Finally, divide the number of customers you had initially by the number of customers you had at the end of the time period.

For example, if you had 500 customers at the beginning of the month, but you ended up losing 50 customers at the end of the same month. First, you must divide 50 by 500, which will give you 0.1 as the answer; after you multiply it by 100, your answer would be 10, so 10% is the churn rate of that month.

(Mathematical representation: (50/500) * 100 = 10)

Factors that Affect Churn Rate in Dropshipping Business

There can be several factors that affect the churn rate in a dropshipping business, and they are:

1. Dropshipping-related Factors

First of all, let's talk about the factors related to dropshipping. The most vital factors mentioned here are the shipping time and accuracy. As customers expect their products to be delivered on time and in top-notch condition, businesses must put in extra effort to fulfill their needs. However, if there are frequent delays or shipping errors, customers may become frustrated and may stop using the service.

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Also, the product available is another dropshipping factor that can affect the churn rate. As dropshipping businesses rely on suppliers for their inventory, it's essential to have a reliable and diverse set of suppliers. If customers often find products consistently out of stock, they will look for other options.

2. Customer Service and Satisfaction

The type of service your customers are getting can also significantly impact the churn rate. Hence, you must communicate with your customers well and understand their concerns to keep your business up and to run. If your customers feel dissatisfied in any way or feel like they need to be heard, they'll look for better service providers that offer better customer service.

Moreover, you must know the most effective way to resolve customer complaints. If the complaints are not addressed, your customers will be disappointed with the services and may discontinue using the service.

3. Product or Service Quality

Nobody is interested in buying poor-quality products or taking poor-quality services. But on the other hand, customers always have their expectations, and they want to maintain the quality of the product or service.

So, you must ensure that the quality of products or services offered is of top quality; otherwise, customers will not return. In addition, the service quality can be better with fast response times, accurate information, and friendly interactions.

4. Price and Value

Dropshipping businesses operate in a competitive market, so it's essential to offer prices that are comparable to other businesses in the same niche. If the prices are too high, customers may be more likely to look elsewhere. Also, customers often look for value-for-money products; if the product is not worth the price mentioned on it, they are more likely to churn.

5. Competition

As mentioned in the previous point, dropshipping is a highly competitive field as several businesses offer the same product types. So, to beat the competition, you must apply every possible marketing and advertising tactic that can help you stand out. If your business lacks any promotional effort, it is most likely to get overlooked by potential customers.

6. Market Changes and Trends

As time passes, your customers may change their preferences and expect something else from your product or service. Hence, it is better to be on top of market trends and adjust the product selection and marketing strategies accordingly.

In addition, economic changes can also impact the churn rate. Customers will look for cheaper alternatives if there's a recession or other economic downturn.

Tips to Reduce Churn Rate

As a business owner, it can be pretty daunting to analyze the churn rate and find ways to reduce it. With that being said, let's take a look at a few tips to help you deal with customer churn.

1. Enhancing Customer Experience

The first step you need to take to reduce customer churn is enhancing the customer experience. Whether it is about engaging with them in the best possible way or listening to their problems, you must actively engage your customers with your product.

What Is Churn Rate and How to Calculate It - All to Know - DSers

You can show the value of using your products, services, or offers and come up with regular updates to ensure that your customers are getting something new and exciting.

2. Offering Promotions and Incentives

You can reduce the churn rate by offering promotions and incentives to your customers. You can provide discounts, loyalty programs, and other incentives to keep your loyal customers engaged with your product or service.

Doing that proves you value your customers and want to invest in their satisfaction. Promotions and incentives act as a bonus and can also attract new customers by showing them what you've been offering to your loyal customers.

3. Listening to Customer Feedback

Listening to customer feedback is significant to show you care about your existing customers. Unfortunately, many businesses are highly occupied with attracting new customers and don't bother about the complaints existing customers have.

So, customers are more likely to churn when they feel like they're not being heard. Hence, you must ask for feedback and work on where your business needs improvement.

4. Providing Excellent Customer Service

Making your customer service can combine all the points mentioned above. Listening to your customers' concerns, rewarding them occasionally, and giving value to them can surely result in excellent customer service. If poor customer service is a vital reason for the high churn rate, better customer service can reduce it.


In conclusion, understanding the churn rate and its impact on your business is crucial for sustainable growth. As customers leave, it can have a significant impact on revenue, and businesses must monitor and calculate their churn rates regularly to ensure customer retention.

Considering the different types of churn rates, businesses must find all the means to calculate them. Moreover, by reducing churn rates, businesses can increase profitability and create new business opportunities.

With the factors affecting the churn rate in dropshipping businesses, businesses can increase customer satisfaction, drive revenue growth, and ensure long-term success.

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