Overview
CLV = Average Order Value × Purchase Frequency × Customer Lifespan
Calculation Methods
Simple CLV:
CLV = (客单价 × 年购买次数 × 客户年数) - 获客成本
Optimized CLV:
- Increase Average Order Value
- Increase Purchase Frequency
- Extend Customer Lifespan
Key Metrics
- Customer Acquisition Cost (CAC)
- CLV/CAC Ratio
- Repurchase Rate
- Retention Rate
Optimization Strategies
- Membership Program
- Repurchase Incentives
- Cross-Selling
- Up-Selling
Final Reminder: CLV is a key indicator of business health. Optimizing CLV is more valuable than simply pursuing new customers.