S3E12 - Optimize Customer Lifetime Value - NOT Conversion Rates with Valentin Radu

After decades of acquisition marketing, companies are waking up to the fact that optimising the entire lifecycle of the customer is the way to go.

That happens due to rising acquisition costs, cookie deprecation, siloes, company mentalities, etc.

In my session, I will share the insights that I got during my 12 years journey, transitioning from CRO - website optimization to increase the conversion rate to CVO - experimenting towards improving the CLV.

About the speaker:
I am the CEO & Founder at Omniconvert, a solution that helps eCommerce companies all over the world become customer-centric and thrive in a cookie-less future.

I am also the founder of Omniconvert CVO Academy where he helps marketers become certified in CVO through his teaching of the importance of customer lifetime value.

On top of this, he is writing, blogging, podcasting, and advising for brands.
I have a genuine calling to help others and share the shortcuts I discover on my journey.

Chapters
---
0:00 - Introduction
3:59 - Experimentation fatigue
4:53 - A/B Testing is finding the one size that fits all
5:29 - The dominant numbers in eCommerce
8:50 - Aha moment
10:07 - RFM customer segmentation
12:50 - The soulmates
14:12 - Qualitative and Quantitative
17:23 - The CVO Methodology
20:06 - The conversion rate can be a misleading metric in eCommerce
21:53 - Customer value optimization
22:20 - The 4 types of CVO campaigns
24:53 - 4 reasons why the CRO experts are in pole position to nail CVO

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit experimentnation.substack.com