CLV

What is a CLV (customer lifetime value)?

Customer Lifetime Value (CLV) estimates the total revenue a single customer can bring to the business before churn. CLV is crucial for understanding how much to invest in acquiring and retaining customers. It gauges the long-term value of customer relationships. The analysis of CLV lets marketers identify the most profitable customer segments. As a result, they can tailor marketing efforts to maximize returns. Optimizing CLV involves enhancing customer experience, implementing loyalty programs, and improving product offerings. All these will increase customer retention and spending. Effective CLV management boosts profitability and ensures efficient resource allocation. This enhances overall business sustainability.

How to calculate CLV (customer lifetime value)?

You need three variables to calculate Customer Lifetime Value (CLV). Multiply the average purchase value by the average number of purchases per year. Then, multiply the result by the average customer lifespan in years.

Average Purchase Value*Purchase Frequency*Average Customer Lifespan

What is bad CLV (customer lifetime value)?

A Customer Lifetime Value (CLV) is bad when the customer acquisition cost equals or exceeds the revenue the customer brings. This indicates inefficient marketing and poor customer retention strategies. For instance, a CLV less than twice the customer acquisition cost can be concerning in retail. Low purchase frequency, minimal average order value, and short customer retention spans define a low CLV. This suggests ineffective customer engagement and inadequate value provision. Enhancing retention and increasing CLV requires improvements in marketing tactics and customer service.

What is good CLV (customer lifetime value)?

A good Customer Lifetime Value (CLV) significantly exceeds the cost of acquiring a customer. It indicates profitable customer relationships. For example, a three times greater CLV than customer acquisition costs is considered healthy in e-commerce. High purchase frequency, substantial average order value, and long customer retention periods are key factors for a good CLV. Retail benchmarks suggest a high CLV could range from $2,500 to over $5,000. It depends on the sector's average purchase size and frequency. Successful CLV indicates effective marketing, strong customer loyalty, and efficient resource allocation.

Our key templates to track CLV (customer lifetime value)

PPC multi-channel dashboard in Looker Studio

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Web analytics dashboard in Looker Studio

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How to improve CLV (customer lifetime value)?

Enhance Customer Experience

Improve CLV by delivering exceptional customer service and user experience. Tailor interactions to meet customer needs and exceed expectations. You need to foster loyalty and encourage repeat business.

Implement Targeted Upselling

Increase average order value by recommending relevant add-ons or premium services. Personalized upselling based on customer behavior and preferences can significantly boost CLV.

Strengthen Customer Engagement

Keep your customers engaged with regular communication and updates. Use newsletters, special offers, and loyalty programs to maintain interest and encourage interactions. Thereby, you extend the customer's lifespan and increase their lifetime value.