SUBSCRIPTION FINANCE
How to Calculate and Increase Lifetime Value for Subscription Businesses
What Does LTV Mean?
If you are a subscription-based business, you know that acquiring new customers is essential to your success. But keeping (and continuing to sell to) your existing customers for as long as possible is just as important – don’t you think? If you’re nodding your head yes (and you definitely should be), then you probably also know the importance of tracking and measuring the lifetime value (LTV) of your customers. And that’s great! But if you want to really use this metric to your advantage, you need to also know how to answer questions like:
- What’s the best formula to calculate customer lifetime value?
- What are the 4 key factors to customer lifetime value?
- How does knowing LTV help you make better business decisions?
- What are some things you can do to increase the lifetime value of a customer?
And, as you may have already guessed, those are the exact questions we’re going to answer in this LTV guide. But… before we begin, we have to make sure we’re all working with the same definition of LTV. So, let’s start there!
How to Calculate LTV for Subscription Businesses
- LTV = Monthly Recurring Revenue / Churn Rate
- LTV = Average Revenue Per User x 1 / Churn Rate
- LTV = Customer Value x Average Customer Lifespan
- Monthly Recurring Revenue = $120,990
- Gross Profit Margin = 85%
- Monthly Customer Account Retention Rate = 70%
- Discount Rate = 8%
- Net MRR Retention Rate = 85%
- Customer Lifetime Value ($) = $120,990 x 0.85 x 0.70 / (1 + 0.08 – 0.85) = $71,989 / 0.23 = $312,995
- Average Customer Lifespan = Sum of Customer lifespan / Numbers of Customers
- Average Purchase value = Total Revenue / Number of Purchases
- Average Purchase Frequency = Number of Purchases / Numbers of Customers
- Average Customer Value = Total Revenue / Number of Unique Customers
- Average Number of Purchase by Customer = Total Number of Purchases / Number of Unique Customers
- Customer Acquisition Cost = Total Cost of Sales and Marketing / Number of New Customers Acquired
Why LTV Matters for Subscription-Based Businesses
Identify your most valuable customers
Determine the appropriate customer acquisition cost
Make better, data-driven decisions on marketing campaigns
Identify issues related to your customer churn rate
Predict future revenue and growth for your business
Next, you need to understand the 4 key factors that contribute to lifetime value for our preferred LTV formula to make sense.
4 Key Factors of Lifetime Value
1: Life Expectancy
2: Revenue Expectancy
3: Cost Expectancy
4: Risk Expectancy
How to Increase Customer Lifetime Value
Start a customer referral program
A customer referral program has two major benefits. First, it incentivizes existing customers to promote your business. Second, data on referral programs shows that referred customers are 18% more loyal, have a 16% higher lifetime value, and spend 13.2% more than non-referred customers!
Steps to create a referral program:
- Identify your target audience: First, determine which customers are likely to refer others to your business. Then, use the customer data to create a customer persona based on their purchasing history.
- Define your incentives: What reward or incentive will be offered to the referrer and the referred customer? Ensure it’s enticing enough to motivate a customer to participate. However, this shouldn’t come at a detriment to your finances.
- Develop a framework: Highlight the program structure, referral process, and how rewards will be distributed, including terms and conditions, in a clear and easy-to-understand way.
- Promote the program: Use multiple channels such as email, social media, and your website to promote the referral program to your customers. Consider offering an exclusive incentive to customers who refer others to your business.
- Measure and optimize: Track the performance of your program to measure its impact on customer acquisition, retention, and LTV. Use this data to make adjustments and optimize the program over time.
Offer perks and rewards to your loyal customers
Collect and respond to customer feedback
Pay special attention to customers at the end of a billing cycle
Incentivize annual billing
Increase customer spending by up-selling and cross-selling
Improve onboarding process
- Reduce friction in the account setup process through user-friendly actionable steps.
- Provide a detailed product demonstration through videos and step-by-step guides to aid your customer’s understanding of your product and service.
- Offer personalized support through calls or chats to ensure your customer feels valued.
- Set clear expectations for your customer regarding your product features, benefits, and limitations.
- Collect feedback from your onboarding process to measure its effectiveness. It helps you identify areas for improvement and where changes are needed to optimize the onboarding experience.
Offer personalized experience
- 76% say they’re likely to make a purchase
- 78% say they’re likely to recommend friend and family
- 78% say they’re likely to repurchase.
Subscription companies that use personalization
- Netflix: Netflix keeps users engaged over time, through personalized movie suggestions based on customer data.
- Amazon: Through customer data such as purchase history, search history, clickstream data, and customer reviews, Amazon recommends personalized product suggestions, targeted email campaigns, and customized offers to customers.
- Spotify: Through users’ listening, search history and social media data, Spotify makes personalized recommendations of music playlists and podcasts to users.
Ways to improve your business' personalized experience
- Data collection: Collecting customer data such as interest, preference, and past purchases helps you understand products to offer and how to tailor your service to customers’ preferences.
- Segmentation: This makes it easier for you to offer customer services based on their demographic, purchase behavior, and interest.
- Personalize recommendations: Through data collection, you can offer different product or service recommendations based on their purchase history, browsing history and other customers with similar interests.
Build your tribe: creating and nurturing raving fans
- Encourage user reviews and rating
- Ensure customer feedback is heard and duly attended to
- Create content that resonates with your audience
- Organize contests and events on social media to engage your audience
Build customer advisory board
Optimize pricing to maximize LTV
Offer a flexible payment system
- Payment methods — use the most commonly used payment platform within your customer base; if possible, offer a wide range of payment methods to accommodate more customers.
- Payment structure — give your customer the option to pay monthly, quarterly, and annually. This way, you accommodate customers who can’t afford large upfront payments and are flexible in managing their finances.
- Auto-renewal options — eliminate the stress of going through a tedious payment process which can increase their loyalty to your brands.
- Upgrade and downgrade options — Offer customers the option to upgrade and downgrade their subscription based on their financial capacity. This improves customer retention because customers who can no longer afford the premium price may choose to downgrade instead of churn.
Start strong, finish stronger: Working with a new customer
- Set clear expectations about your product or service.
- Provide swift responses to customers’ questions and queries.
- Check in regularly at every step of their journey.
- Invest in customer service training to equip your representatives in handling customers’ concerns.
- Offer additional resources and support to help them make the best use of your product or service.
FAQ
What are the effects of customer experience on increasing LTV?
What is a good LTV for CAC?
How can I increase my LTV and decrease CAC?
- Improving customer experience.
- Providing exceptional customer service.
- Delivering a superior product or service.
- Staying in touch with customers regularly.
Is higher or lower CAC better?
Is LTV revenue or profit?
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