Ask what returning means
Retention measures are easier to interpret when they connect with the purpose of a product. A weekly return may be appropriate for one customer task and unnecessary for another. Define the value customers seek and the frequency at which they would reasonably need it.
Look beyond the total
Examine different customer groups and the meaningful actions they take. A customer who opens the product but cannot finish a task has a different experience from someone who completes it successfully. Pair behavioural patterns with conversations that help explain the reasons behind them.
Choose a focused improvement
Identify one point where customers stop receiving value. Form an explanation, test a change and observe whether useful behaviour continues. Avoid adding reminders simply to increase visits when the underlying experience needs attention. The aim is a product customers have a reason to return to.
Choose one decision your team is making now. Use the questions in this article to clarify the problem, evidence and next step.