Quote:
Originally Posted by Paul Markham
True.
The driving force is the wishes of the consumer. Lots of people don't want to sign up for a month, because they know they won't use it or they've joined other sites that were not worth a 30 day stay. What will happen is your ratio will improve.
Retention is down to whether the site is worth staying in. How many videos does it have, what's the range of the content (content shot by one person gets repetitive no matter how many times you update it looks the same), the niche and the number of competing sites on the Net (the customer knows their are 100s of other sites offering the same niche and style of content).
It's 2010 and the customer is far more knowing and demanding than 10 years ago.
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If you own your own merch account, you get a peek under the hood as to why retention is down.
A small part of it is people canceling, not much different than say 3 years ago.
The people's card are being rejected by the banks at a much much higher rate. No amount of content or razzle dazzle will fix that.