Customer Lifetime Value (LTV) Calculator

Formula:

$CLV = Average Purchase Value \times Purchase Frequency \times Customer Lifespan$

Explanation

Customer Lifetime Value (CLV) is a prediction of the net profit attributed to the entire future relationship with a customer. It is calculated by multiplying the average purchase value, purchase frequency, and customer lifespan.

Understanding CLV helps businesses make informed decisions about customer acquisition, retention, and service improvement strategies. By knowing the lifetime value of a customer, companies can allocate resources more effectively to maximize profitability.

Real-Life Example

Let’s say you run a subscription-based business where the average monthly revenue per customer is $50, and the average customer lifespan is 24 months. To calculate the Customer Lifetime Value (LTV), you would use the formula:

LTV = Average Revenue per Customer × Customer Lifespan

Substitute the values into the formula:

LTV = $50 × 24 = $1,200

This means the Customer Lifetime Value is $1,200, indicating that each customer is expected to generate $1,200 in revenue over their lifespan.

Benchmark Indicators

CLV benchmarks can vary significantly across industries. Here are some examples to help you understand the typical CLV ranges:

Retail: A CLV of $1,000 – $5,000 is common due to frequent purchases and moderate transaction values.
SaaS (Software as a Service): CLV can range from $5,000 to $50,000, depending on the subscription model and customer retention rates.
E-commerce: A CLV of $500 – $1,500 is typical, influenced by repeat purchases and average order value.
Financial Services: Higher CLV, often exceeding $10,000, due to the long-term nature of customer relationships and high transaction values.
Automotive: CLV can be significantly high, ranging from $10,000 to $100,000, considering the purchase of multiple vehicles and services over a lifetime.

$0 – $500: Low CLV, potential for improvement.

$500 – $1,000: Moderate CLV, indicates a decent value.

$1,000 – $5,000: High CLV, indicates a strong value.

$5,000 and above: Excellent CLV, very valuable customer.

CLV Calculator

Please select one field as the output (calculated) field:

Frequently Asked Questions

What is Customer Lifetime Value (CLV)?

Customer Lifetime Value (CLV) is a metric that estimates the total revenue a business can expect from a customer over the entire duration of their relationship.

Why is CLV important?

CLV is important because it helps businesses understand the long-term value of their customers, allowing them to make informed decisions about customer acquisition, retention, and service improvement strategies.

How can I improve my CLV?

Improving CLV involves enhancing customer satisfaction, increasing purchase frequency through loyalty programs, offering personalized experiences, and improving customer service to extend the customer lifespan.

What factors influence CLV?

Factors that influence CLV include average purchase value, purchase frequency, customer lifespan, customer satisfaction, and the effectiveness of your marketing and customer service strategies.

How is CLV calculated?

CLV is calculated by multiplying the average purchase value by the purchase frequency and customer lifespan. This gives an estimate of the total revenue from a customer over their relationship with the business.

Can CLV be negative?

No, CLV cannot be negative. If the cost of acquiring and servicing a customer exceeds the revenue they generate, it indicates a loss, but the CLV will still be a positive number, representing a negative return on investment.