Guides

Plain guides on keeping the customers you already paid to win. Written for people who are also writing the emails and handling the support.

• Start here

  Customer Lifetime Value, Explained Properly

  What LTV actually is, how to calculate it for repeat purchase and subscription businesses, what a good one looks like, and why it changes every decision you make.

• AOV vs LTV, and Which One to Chase

  Average order value is the number most stores optimise. Lifetime value is the number that decides whether the business works. Here is how they relate.

• What Is a Good LTV for a Shopify Store?

  Benchmarks are mostly unhelpful because LTV varies enormously by category and price point. Here is the ratio that actually tells you whether your number is healthy.

• Subscription LTV vs Ecommerce LTV

  The two are calculated differently and one generic formula misleads both. Which applies to your business, and why the subscription version is more trustworthy.