As well as it is important to know how many customers you get in a given period of time; this means, what is your conversion rate; it is also important to know how many customers stopped consuming your product in the same period of time, this is known as Churn Rate.
The churn rate is the rate of cancelation of our customers, and it is calculated in a very simple way.
Here's an example:
At the beginning of the month you had a total of 100 customers, at the end of the month 8 of those customers no longer returned so the formula would look like this:
and that gives us 8% as an abandonment rate.
The Sales Glossary is a compendium of all the most commonly used terminology in sales strategy. Many of the concepts listed here are used when implementing a CRM system or a digital sales funnel, no matter if they are legacy systems or an online CRM. See also our blog that deals with sales techniques, marketing and sales culture.