Understanding user dormancy and its impact

Users dormancy occurs when previously active users stop engaging with a product or service for an extended period. This inactivity can significantly impact business metrics and overall success.

Key aspects of users dormancy include:

• Definition: Establish clear criteria for when users are considered dormant
• Timeframes: Identify typical periods of inactivity across user segments
• Impact on metrics: Understand how dormancy affects KPIs like MAU and revenue
• Churn risk: Recognize the correlation between dormancy and potential churn
• Lifetime value: Assess how reactivation influences users lifetime value.^[1]

For example, Duolingo actively monitors user engagement, identifying potential dormancy at the moment users try to end their learning session mid-exercise. Their proactive approach helps prevent users from becoming inactive and losing progress, rather than waiting for extended periods of absence.