Conversion and website optimisation
Website retention metrics: choose measures that fit your product
Measure repeat use or return visits with a definition that matches your customer lifecycle.
Retention means different things for a newsletter, a subscription product and a one-off service. Choose a time window and a meaningful return action that match the value your customer receives.
Define retained behaviour
Specify the action that demonstrates continued value—reading another issue, using a core feature or making a repeat purchase. A pageview alone may not be enough. Define cohorts by first meaningful activity and keep the interval consistent.
Put it into practice
See your traffic, funnel steps and site performance clearly in Alexander.
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Match cohort windows to the natural usage cycle. A weekly product should not be judged on daily activity, and a longer purchase cycle needs a longer observation period. Explain how users are identified, especially where privacy choices or device changes limit recognition.
Improve the value that brings people back
Use support themes, product research and behaviour paths to learn where value is delayed or lost. Helpful onboarding, relevant reminders and clearer next steps can support continued use, but avoid tactics that increase activity without improving the customer outcome.