Retention Systems / Field Note 03
Q4 Cohort Review
Retention fails in week two, not month three.
Paid accounts active by week after first value moment
n=18,420 accounts
Week two shows the largest retention drop
A six bar chart shows active account retention falling from 91.6 percent in week zero to 59.8 percent in week two, then declining more slowly through week five.
100%
75%
50%
25%
91.6
75.8
59.8
54.4
49.5
45.9
W0
W1
W2
W3
W4
W5
Largest drop: 16.0 pts
second-use habit missing