years in Ecommerce
HomeBlogMaximizing LTV Metrics: A Comprehensive Guide for Marketplaces

Maximizing LTV Metrics: A Comprehensive Guide for Marketplaces

LTV or Lifetime Value indicators are essential for any marketplace seeking to grow and prosper. What is LTV? Simply put, Lifetime Value is the amount that a client will spend on your marketplace for the entire period of interaction with him. Why is this metric important for marketplaces? Knowing LTV will help you identify your most valuable customers and tailor your marketing efforts to their needs and preferences.

Factors that affect LTV include: customer acquisition cost and customer retention. These factors, if managed effectively, can help you maximize your lifetime value and reap the benefits of a high LTV.
So let’s dive in and take a look at a few tips to help you maximize your metrics and also get the most out of it. But first, let’s take a closer look at the LTV metric and how it’s calculated.

What is LTV and How to Calculate It?

LTV, or Lifetime Value, is the total amount of income that a business will receive from a client during its interaction with the company. To calculate LTV, you need to multiply the average check of the order by the duration of interaction with the client and by the frequency of repeat purchases.

LTV metrics


AOV (Average Order Value) – average order value. This indicator provides information about purchasing power. He is very sensitive to the economic and political situation in the country. You can learn more about how to calculate it in this article.

Lifetime – the duration of the interaction. This is the period from the first purchase (communication) until the completion of cooperation.

RPR (Repeat Purchase Rates) – the frequency of repeat purchases.

Generally, there are three types of LTV metrics:

  • Historical LTV, which analyzes the revenue generated from customers over time. What you have received during the life cycle of the client.
  • Predictive LTV, which estimates potential revenue generation based on customer behavior or data. This is the estimated amount of income that a client will generate for the company during their lifetime as a client.
  • Continuous LTV, which tracks how changes in customer behavior can impact revenue generation over time. This metric takes into account not only the estimated revenue that the customer will generate, but also takes into account the likelihood that the customer will remain a paying customer in the future.

Understanding Lifetime Value is the key to building accurate target customer portraits and predicting customer lifecycles with accurate business intelligence. And this will help companies make the right strategic decisions.

Factors That Impact LTV Metrics

The cost of customer acquisition (Customer Acquisition Cost) and the cost of customer retention are key factors influencing LTV performance.
Customer Acquisition Cost refers to the cost a business incurs to acquire a new customer. High acquisition costs can lead to low profits and lower LTV.

The ratio of LTV to customer acquisition cost is a metric that will help you figure out if your business is moving in the right direction.

Customer retention refers to the ability of a business to retain customers over time. A high customer retention rate helps increase LTV. However, the high cost of retention can also lead to low profits.

There are many strategies for attracting and retaining customers. You can choose more affordable ones, combine them, compare what works best for your business. Below are examples of ways to attract and retain.

Ways to attract customers:

  • Paid advertising campaigns in search engines.
  • Advertising in social networks.
  • Exhibitions and events.
  • Referral programs.
  • Partnership programs.
  • Email marketing.
  • Promotion through influencers, experts, opinion leaders.

Ways to retain customers:

  • Loyalty rewards: discounts, free gifts or memberships.
  • Personalization of communication and offers according to the preferences and interests of the client.
  • Creating a seamless and enjoyable customer experience across all touchpoints.
  • Responsiveness and attention to customer feedback and complaints.
  • Providing timely and relevant updates about products or services.
  • Hassle free return or exchange policy.
  • Creating a community of like-minded clients who can interact with each other.

Why Calculate and Increase LTV?

By knowing your LTV, you can:

  • Manage and analyze customer acquisition and retention channels. Lifetime Value will help you find out what attracts customers more and what tools are better at retaining and returning to repeat purchases on the site.
  • Segment the target audience. You will have groups of clients depending on their LTV, whose portraits you can supplement from other sources of information. By segmenting customers by LTV, you can understand which customers are more loyal and give them more attention.
  • Find out habits and understand buying behavior. Constantly tracking LTV will help you find out what motivates customers to buy and how to get them to buy more often.
  • Improve the service provided. The LTV calculation will show you whether customers make repeat purchases and how much their loyalty lasts. Perhaps this will give you food for thought that there are shortcomings in the service.

Having a high LTV will help the marketplace succeed.

  • First, it will help increase revenue as customers spend more money over time.
  • Second, it will help increase the return on investment (ROI) of your marketing efforts as you focus on retaining existing customers rather than constantly acquiring new ones.
  • Finally, it will help improve the overall customer experience. Customers who feel valued are more likely to continue using your marketplace.

How to Increase LTV

When it comes to increasing LTV, there are a number of tactics that online businesses can use to increase efficiency. Here are just a few of them:

  • Offer personalized recommendations. By recommending the most relevant products to your customers based on their past purchases, search history, and online behavior, you can increase the likelihood of sales and increase customer loyalty. Use customer data to your advantage and offer personalized recommendations to your customers.
  • Improve customer service. A satisfied customer is a repeat customer. Investing in the perfect service experience can make your marketplace stand out from the competition and help increase your LTV. Don’t forget to offer prompt support, timely responses, and a handy FAQ section. And these are just some of them.
  • Create a loyalty program. Reward loyal customers for their loyalty and encourage them to keep buying from you by creating a loyalty program. These could be exclusive discounts, free shipping, or early access to new products.
  • Increase customer engagement. Social media platforms are your friends when it comes to interacting with your customers. Building a community, running social contests and posting user-generated content, and blogging can increase customer engagement and LTV.

Work on these recommendations and compare changes in marketplace LTV. Remember that the key is always customer satisfaction and ensuring the most convenient and pleasant interaction with them.


Increasing your LTV will help you increase your marketplace revenue, increase the ROI of your marketing efforts, and improve your customer experience.
Set clear goals, track metrics, and invest in the right tools to get the most out of your LTV.

Subscribe to stay up-to-date!

I want to be notified about ecommerce events.

  • Content of article
Cart-Power Team
All articles
Please, fill out the form
Please, fill out the form