30 Underutilized Strategies For Increasing Customer Lifetime Value In eCommerce

A study shows that increasing customer retention rates by 5% increases profits anywhere from 25% to 95%.

Repeat customers also bring in referrals and long-term value that helps grow your revenue/business at large.

Sadly enough, businesses pump most of their resources into consumer acquisition as opposed to retention, even though it is way cheaper to retain existing customers.

This article will highlight 30 effective strategies to increase the customer lifetime value of your eCommerce store.

But First, What's eCommerce CLTV? 

Customer Lifetime Value is exactly what it sounds like: the total amount of money a customer will generate for your business throughout their entire relationship with you.

The formula goes something like this: ‍

[AOV * Purchase Frequency * Average Gross Margin] / Average Customer Span

It accounts for the profits over time. Think about it this way:

• CAC tells you what it costs to get a customer
• CLTV tells you what that customer is actually worth

And here's where it gets interesting. The ratio between these two numbers basically determines whether your business will thrive or die – which leads us to 👇

30 Ways to Increase Customer Lifetime Value for eCommerce

The only and best way to increase customer lifetime value in eCommerce is to actually focus on SMART tasks – or your lowest-hanging fruits, i.e., people who've already converted. The goal? Retain them. 

We’ve divided the steps by order of importance. We start with:

• Get the basics right
• Cut down churn
• Increase Frequency & AOV
• Bring down CAC

The Basics

1) Give – before asking

The psychology behind this strategy is reciprocity. Most advice around increasing CLTV centers on improving the onboarding process – but all that means is: you have to retain shoppers before they churn. Research shows that the average churn rate on eCommerce shopping apps goes up to 95% by Day 30. 

Here’s how you can improve CLTV with a rigorous onboarding process:

✅ Offer free (but curated) resources like style guides, tutorials, or exclusive tips – for example, you can send detailed skincare regimen guides to new customers based on their skin concerns 

✅ Add a "No Strings Attached" offer like a free sample or a unit of a similar product – like 7/11 on free Slurpee day (giving their sales a boost by 38%)

✅ Run a "free gift with purchase" campaign – reward first-time buyers with an add-on item

Key takeaway: The goal is to train customers (new or old) to expect value from your relationship, not just transactions. Sometimes, even a simple note can leave a lasting impression and get them coming back for more.

A great example of how you can incorporate this into your eCommerce store is how Chubbies Shorts adds an extra item to each purchase:

2) SHOW your customers that you care about them 

The easiest way to increase customer lifetime value in eCommerce? Give people a reason to stay – and it all starts with personalization. We aren't just talking about behavioral triggers or using their first name in messaging – it’s going the extra mile with the information you have.

This information can help you create:

✅ Tailored content (on the website and in emails) – use the shopper’s address. For example, if you sell sports gear, you could target shoppers coming in from Boston with messaging like "Designed with Boston Spirit – Exclusive Red Sox-Themed Gear" 

✅ Customer milestone campaigns – use something as simple as their first purchase date 

✅ Targeted feedback questions for shoppers – for example, "How's that tent working out for your Yosemite trips?" (combining purchase data with location)

✅ A relationship that feels personal – for example, if you sell active-wear, you can send them fully personalized content on improving their workout (which sets the stage for cross-sells)

The next step? Offer even more value – like Fitbit does healthy tips to their customer birthday shout-out (which creates a positive customer experience – and, it’s not just because they remember birthdays, but because they offer value)

3) Create memorable shopping experiences

We already talked about going the extra mile, but you can take it even further. The thing is: you can do a lot of things – but the easy, consistent thing? That matters more. When you deliver a distinctive journey for a customer, they're gonna do so much more than just buy again – they can actually increase your CLTV. How? 

They bring people in. They talk about you. (McKinsey). Here are some ideas you can try to increase CLTV with memorable shopping experiences:

✅ Make the packaging worth raving about – and, to amp it up a bit, you can leave an incentive to record the unboxing experience

✅ Send a note with the order – a handwritten one, preferably – and talk about how important it is that they’ve ordered from you

✅ Include surprise-free stuff – and it doesn’t have to be samplers (it can even be your brand logo printed as a sticker)

4) Make it easy to shop

Optimizing your website’s touchpoints improves your user experience. With a good user/shopping experience, your customers will be excited to return to your store. How do we know this? 88% of online shoppers said they wouldn’t return to a website after having a bad user experience.

Now, while every store owner would argue that they offer a great user experience, it’s important to stay open-minded and continually find ways to optimize your site for a memorable user experience. And we mean the good kind. Here's how you do it:

✅ Find where the conversions on your store drop off the most – look through your store’s analytics – look at the add-to-cart rate, shopping completion rate, number of email signups, etc.

✅ Improve your page speed to load faster than 3 seconds – no customer would want to spend a significant amount of time waiting for one item to load. They will most likely drop off. A faster page speed also makes it easy for customers to add items to their carts, thereby reducing cart abandonment

✅ Keep your navigation in plain sight – let the icons and labeled texts be displayed on a page. This way, your customers can easily find their way around your store from the entry point to the checkout stage

✅ Automatically apply discounts at the checkout – as opposed to entering a code or scanning a coupon. Having to manually apply discount codes can be frustrating and time-consuming for your customers

✅ Make sure shoppers know about policies – like easy returns or same-day refunds (or how to initiate one)

✅ Look out for payment gateway failures – as a best practice, offer multiple methods, especially mobile payment gateways like Apple Pay or Venmo

Key takeaway: Optimizing your conversion rate is important because it helps you get more value from your existing users and cut down on acquisition costs with an improved CLTV. 

Cut down churn

5) Find the right segment and reallocate budgets

This is the lowest hanging fruit, which simply requires you to reallocate budgets. When you know who your valuable customers are, you can make pitches and implement behavioral upsell strategies that will improve eCommerce customer lifetime value. Now, how do you know who your most valuable customers are?

# APPROACH A: Pick a time period (a year, a quarter, or month over month). Use the Recency, Frequency, and Monetary (RFM) model approach – which, derived from the Pareto principle, implies that 80% of your business revenue comes from 20% of your customers – and also helps you figure out who that 20% is. 

– OR – 

# APPROACH B: Pick a time period and then use customer value, purchase frequency, and category-wise exposure as filters to find customers with the highest possible CLTV. Here’s how this works:

✅ Segment by total spend – divide your customers into quintiles based on total historical spending (this gives you a baseline)

✅ Layer in the purchase frequency – within each spend segment, identify customers who purchase most frequently (better retention rates than occasional buyers, even at the same spending level)

✅ Add category breadth – this is the secret sauce nobody talks about. Customers who buy across multiple categories have a 90% higher CLTV than single-category shoppers (and it also shows they know the brand)

This way, you’ll be able to separate the VIP shoppers from the loyalists and make them the focus of your customer lifetime value campaigns – which leads us to 👇

6) Create unique experiences for repeat customers

The idea is simple: Prioritize customers who actually help increase customer lifetime value on average. Unfortunately, this is where most brands completely blow it: they just send more emails. Here’s what you need to do instead to increase the LTV of a customer:

✅ Dedicated concierge service – for example, you could assign personal "beauty concierges" to your top customers

✅ Exclusive product access – create limited-edition products available only to your top-tier customers

✅ Create personalized challenges – like "Spend $X this quarter to unlock [exclusive product/experience]"

✅ Recognition beyond points – this is psychological gold – all you need to do is share personal recognition (like 1:1 emails from the founder) or gamified leaderboards on your store where you highlight top customers (e.g., "Top 1% Shoppers This Month")

✅ Introduce higher VIP levels with custom perks (e.g., Platinum and Diamond tiers) – let them "unlock" exclusive benefits based on spending or engagement milestones. Here's a great example from Crocs Club:

And how does this work? Let's put this in terms your CFO will understand. If you have 10,000 customers and your marketing budget is $100,000, equal distribution puts a $10 marketing budget per customer; meanwhile, 80/20 distribution puts it at $80 spent per VIP customer and $1 per regular customer. Now, let's look at the return:

• VIP customers (2,000): $80 spent × 4X return = $320 per customer
• Regular customers (8,000): $1 spent × 2X return = $2 per customer

• Total return with equal distribution: $10 × 2.5X average return × 10,000 = $250,000
• Total return with 80/20 distribution: ($320 × 2,000) + ($2 × 8,000) = $656,000

That's a $406,000 difference in return by simply reallocating your existing budget.

Remember: Your goal isn't to create a two-tiered system that feels exclusionary. It's to provide appropriate resources and attention based on customer value.

7) Double down on replenishment  – or run a subscription

Once you get your VIP shoppers sorted, focus on products that drive consistent order volume. All you need to do is remind shoppers that they can get a refill – or set up a subscription. This way, you stop customers from churning. Here are some ideas you can try to increase CLTV with replenishment flows:

✅ Send timely reminders – don’t let them run out. A quick “Running low? Let’s restock it with free shipping” email works like a charm

✅ Make subscriptions a no-brainer – offer perks like discounts, freebies, or even first dibs on new launches to sweeten the deal

✅ Gamify the experience – the goal is to reward loyalty – maybe after 6 months of subscribing, they get a surprise freebie or exclusive VIP access. Small touches like this make them stick

✅ Sneak in smart upsells – let’s say they’re on a skincare subscription, so why not suggest bundling it with sunscreen or toner for a little extra value? It’s a win-win

8) Look out for subscription churn

If you already run a subscription, chances are you will face some churn. The goal here is to cut it down as much as you can – it can be ensuring people update their payment methods – or giving a free upgrade. Here’s what you need to do to cut churn and increase CLTV:

✅ Spot the warning signs of churn – look for changes in behavior, like checking payment methods, skipped shipments, reduced engagement with emails, or a sudden switch to longer refill periods

✅ Intervene before it’s too late – hit them up with a personalized email like, “Hey, noticed you haven’t restocked lately – everything okay? Here’s 15% off if you want to jump back in!” 

✅ Give a month for free – if they hit cancel and it’s a high-value subscriber that has been with you for some time 

✅ Gamify retention – reward consistency – for example, after three months of continuous subscription, give them an exclusive product sample or an extra discount on their next renewal

✅ Offer smart pausing options – life gets busy, and sometimes, they don’t want to cancel; they just need flexibility. Just remember to send them a reminder when their pause period is about to end (this way, you don’t lose the full sale)

✅ Upsell at the right time – like, after their second or third order, suggest add-ons, plus some extra perks: “Save $5 per order + free shipping when you add these items to your subscription!”

9) Extend proactive ⭐⭐⭐⭐⭐ support

89% of customers will likely come back after a good sales service or support. So, after their purchase, it is imperative to follow up and be proactive with their inquiries or requests. What you can do:

✅ Be accessible – set up WhatsApp or social media chatbots as go-to service channels. Quick replies make a huge difference in how customers perceive your brand

✅ Send helpful, regular content through email – tips, product updates, or even behind-the-scenes glimpses. The goal is to stay on their radar without being pushy

✅ Support complex products – if your product requires setup, maintenance, or advanced knowledge, send them an easy-to-follow guide. Better yet, include video tutorials to make it foolproof

✅ Extend the warranty period attached to their purchase – shows great after-sale service (and a reason to come back)

✅ Offer 24/7 on-call support or support via email so your customers can reach out (and vice versa) if there was a mix-up or need for a return – or, there’s a delay in delivery – for example, here’s an email from retail store Jumia on a rescheduled delivery:

Key takeaway: When customers feel like your brand is attentive and helpful, they’re far more likely to stick around for the long haul.

10) Implement self-service

No one’s waiting when they wanna know where their order is at – or when they need help figuring out how a feature works. So, enable them to solve problems on their own – or else, risk em’ leaving and bringing down your CLTV – 17% of people leave after just one bad experience with a brand. Here’s how you can improve CLTV with self-service options:

✅ Add a sticky chatbot – one that can answer questions from your FAQ base – and also handle questions on refunds, shipping, and order tracking

✅ Include microcopy about key product information – like “order a size down for a snug fit” or offer an AR/VR option like “tap to view” in your space or “try on virtually” (helps reduce cost on returns as well)

✅ Offer a solid log-in dashboard – one where the shopper can get tracking information, order history, customized content, upcoming offer information, and more

✅ Create a comprehensive FAQ base – make it searchable – keep the most-encountered questions at the top (obviously) – here’s how Oodie does it:

11) Reactivate dormant shoppers

Sometimes, customers don’t buy because they’re stuck or overwhelmed. People are more likely to spend when they feel supported and valued. Adding small gamified touches makes the process fun instead of pushy. Here’s how you do it:

✅ Offer free consultations for inactive users – frame it like a friendly, helpful nudge: “Not sure what’s right for you? Let’s figure it out together!”

✅ Follow up with a fun challenge for first-time purchasers – like, “Made your first purchase? Get a mystery bonus if you shop again within 7 days!” (give them something to come back for – a coupon code, points, or even just a personalized suggestion)

✅ Offer small, low-cost product bundles across their most browsed categories – for example, “Try our bestsellers from each category for $10!”

12) Build a list of tasks

The idea here: swap heavy discounting for gamified emails or loyalty points. It’s a smarter play  – you’re creating habits instead of trying to force sales. The more they interact with you, the more likely they are to spend – and not churn away – which is a great way to increase customer lifetime value (without breaking the bank):

✅ Target non-buyers and low spenders, as well as inactive shoppers 

✅ Use small wins to build momentum. Reward things like product reviews, social shares, or wishlists with points instead of cash discounts

✅ Run short challenges like “Login 3 times this month to unlock a surprise!” These little actions keep them in your orbit

13) Build loyalty programs that go beyond just rewards (engage them)

68% of millennials say they won’t stay loyal to a brand without a strong loyalty program. This shows how customer-friendly loyalty programs can directly decrease or increase the average customer lifetime value.

The issue? Most loyalty programs fail to truly engage customers. 33% of shoppers cite a lack of seamless multi-channel experiences as a drawback, while 44% feel these programs lack relevance or value. Despite growing memberships, participation rates remain low, making these programs fail. Here’s how you can increase CLTV with a properly designed program:

✅ Try using games in your loyalty programs – use gift cards and cashback in exchange for simple tasks to keep customers engaged

✅ Make it tiered – open up exclusive perks like warehouse sales for your VIP shoppers

✅ Offer points that can be redeemed for low-cost, everyday products – like samples or trial sizes – for example, “Redeem 100 points for free product samples."

✅ Promise guaranteed rewards to make shoppers spend – "Spend $20 to enter our monthly giveaway for a {reward}” – it can be perks like engaging with some influencer – or, just offering samples, straight-up 

✅ Avoid a rushed pitch in pop-ups – or crammed into a tiny section of a page, making it sound scripted (you will never get the engagement or results you desire)

Pro Tip: Cover the details and perks of becoming a member. What you need to do: create an entirely separate page where you can convey your loyalty rewards succinctly – like the benefits of your program and how they can redeem their accumulated rewards. A good example is the Mud Love loyalty page, where they highlight every detail of their loyalty program (it’s way easier to comprehend & even easier to join in):

14) Seek feedback, but don’t interrupt shoppers

Getting customer feedback on their experience with your site or product can be invaluable. But to truly increase customer lifetime value (CLTV), timing is everything – avoid intrusive feedback requests that feel disruptive.

✅ Use post-purchase moments – send a review pop-up when a customer returns to your store after successfully receiving their order

✅ Follow up after resolving issues – a day after helping them with a pending inquiry, send a survey, or ask for feedback. This approach feels thoughtful rather than pushy

✅ Include a rating question or a one-question survey in your follow-up message – it’s quick, non-exhausting, and more likely to get a response

✅ Incorporate quizzes in post-purchase onboarding – like “how else can we fix your {pain point}” – if possible, loop in a greater reward (get a surprise free item with your order)

✅ Check in at the right time – ask for product usage feedback only after customers have had a chance to try it

✅ Make customers co-creators – use surveys like “What should we create next?” to involve customers in your product development

✅ Proactively address problems – reach out to resolve potential issues before customers feel the need to complain

Here’s an example from Massdrop, where they use a simple rating question to collect feedback effectively:

Key takeaway: Use customer feedback strategically to identify areas that need improvement. By optimizing these areas, you’ll enhance the shopping experience and drive higher CLTV.

15) Get creative with post-purchase communication

Beyond being clear and concise, make your messages witty, funny, or even a little inspirational. This keeps customers excited to open your emails or texts – even after they’ve made a purchase.

Here’s how you can elevate your post-purchase messaging to increase eCommerce CLTV:
✅ Add value upfront – include a link to your return policy for transparency. It builds trust and sets you apart from competitors

✅ Identify churn points – pinpoint key moments where customers might drop off, like 30 days of inactivity

✅ Re-engage smartly – use emails with exclusive offers or SMS alerts reminding customers of loyalty perks

✅ Time it right – know the rebuy period. Reach out to dormant customers after a reasonable time, but don’t rush – give them space to miss your brand

✅ Automate workflows – send timely, behavior-triggered messages. For instance, avoid sending a shipping update after the order has already been delivered

Here’s a great example: MeUndies takes a unique approach by giving orders a “persona.” Their emails feel like your order is talking to you, complete with a witty Haiku that adds humor and charm. The message wraps up with the shipping address and a real-time tracking button, making it both fun and functional:

16) Have faith in retargeting (it takes time)

Retargeting works – website visitors who are retargeted are 43% more likely to convert, but only when done right. So, how can you maximize its effectiveness?

✅ Go beyond the typical 30-day retargeting window – try 90+ days to capture lingering intent

✅ Segment your audience – separate cart abandoners from inactive past buyers and tailor your messaging accordingly

✅ Showcase products customers have viewed before – it’s like a gentle nudge to remind them what they love

✅ Retarget with products similar to what customers previously purchased or viewed – don’t waste impressions on irrelevant items

✅ Refresh your ads regularly – rotate creative every 30 days to keep your audience engaged and avoid ad fatigue

Pro Tip: If your retargeting ROI has been low, don’t give up – keep iterating. Try different angles:

• Start with discounts, like J.Crew, to entice shoppers back
• Test social proof to build credibility and FOMO
• Share inspiring product stories, like highlighting eco-friendly materials or ethical sourcing

Increase Frequency & AOV 

17) Gamify purchase frequency

High spenders, low purchase frequency with mid to high category awareness. These customers spend big but show up infrequently. Use gamification to incentivize repeat purchases and improve your store’s CLTV:

✅ Reward them for consistency – e.g., "Shop 3 times in 90 days to win [insert cool prize]" or "Spend $150 this weekend to unlock a secret reward"

✅ Reward points that expire quickly unless redeemed – which will encourage them to shop sooner rather than later

✅ Keep them guessing with random rewards for specific actions – because who doesn’t love a good surprise

18) Use smart “bundles” to increase Average Order Value

Bundling is a simple yet powerful strategy to increase customer spending – but it’s essential to avoid being pushy. A hard-sell approach can erode trust, and once trust is gone, so is the customer. Here's how you do it:

✅ Offer a “starter pack” bundle – include products from their explored categories at a discounted price. Example: “Grab your essentials from X, Y, and Z categories for just $25!” (or, pair bestsellers with slower-moving items)

✅ Add “Frequently Bought Together” suggestions – like a full look that shoppers can check out

✅ Let customers mix and match items for a reward (for 3X loyalty points or get one item for free) – this helps bring up the AOV with the CLTV

Key takeaway: The key to effective bundling lies in transparency and empowerment. Make your offers appealing and easy to understand while giving customers the freedom to choose – this builds trust, drives conversions, and grows your CLTV.

Take Choose Muse, for instance – they upsell subscriptions using bundles that feel helpful, not pushy. Their approach stands out because they include a “Learn More” button for each bundle, helping customers understand exactly what they’re getting – and also avoid high-pressure tactics like timers or pop-ups (giving shoppers time to make informed decisions). This subtle strategy encourages longer-term commitments, like annual subscriptions, which naturally help in increasing customer lifetime value compared to one-off or monthly purchases:

19) Upsell, but ONLY based on their behavior (no cold emails)

Usually, you might be tempted to send cold emails or notifications to upsell your customers. Although upselling increases customer lifetime value, it is important to note that it works best when it’s behavior-based upsells.

✅ Downsell accessories – offer complementary items based on previous purchases – something that's priced at least 20% lower 

✅ Loop in popular products from related categories – for example, if a shopper has viewed sneakers, show them some popular products from caps (this way, you help them create a look, too)

✅ Compare items within a category – do this when you notice a shopper hovering between products in the same category – or give them a routine, like Bumble and Bumble does:

Pro Tip: Trigger an offer for a subscription to that product or service when a customer selects a wholesale deal. This way, they are more likely to commit to a monthly or annual order, as opposed to customers who just want a single unit.

Take Amazon as an example – its recommendation engine generates 35% of its sales by deeply analyzing customer behavior. You can apply the same principles by creating workflows triggered by specific customer actions, such as adding an item to the cart or purchasing a particular product.

20) Make your newsletters inspiring (go that extra mile)

60% of customers share their email with online retailers to receive promotions and deals. But with inboxes overflowing, how do you ensure your emails get noticed – and drive value? The answer: Make them irresistible.

✅ Start with value – offer tips, product guides, or exclusive deals that align with what attracted them to subscribe in the first place

✅ Engage your audience by asking questions or inviting responses – building a two-way dialogue creates a community of loyal customers who feel heard

✅ Add interactive elements – like polls, quizzes, or countdown timers to make your emails more dynamic and fun

✅ Keep it clear and digestible – use simple language, short paragraphs, and bullet points to make your content easy to skim (and also free of jargon or technical terms)

✅ Pair strong visuals with great content – a clean, cohesive layout with appealing imagery grabs attention and keeps readers engaged

✅ Mix it up – alternate between educational content, customer success stories, exclusive discounts, and “insider” tips to keep readers hooked

Pro Tip: Map out a drip campaign tailored to each segment of your audience. Start with a compelling sign-up offer and nurture them toward an exclusive deal or timely promotion. An eCommerce store that does this well is Storq. Being a mom store, they thrive on providing deals and helpful content through emails. An example is their black Friday deal email, which infuses a bit of marketing, freebie, and mom humor to make it engaging:

21) Have faith in coalition programs (test until you find a fit)

Partnering with the right brands can unlock new revenue streams, broaden your customer base, and strengthen loyalty. But if your first few attempts don’t yield results, don’t abandon the strategy – successful coalition programs are about testing, learning, and finding the perfect match. 

When you find the right partner, your product or service automatically sells itself. The results will be worth the time you spent trying out partners. Here’s how you do it:

✅ Add value customers don’t expect: Surprise your audience with perks like free football tickets, exclusive events, or unique offerings that elevate the experience

✅ Leverage creators and fandoms – partner with creators to launch co-branded products or introduce merch inspired by popular TV shows or books, connecting with niche audiences authentically

✅ Bundle complementary products from your brand and your partner's – for instance, bundle fitness equipment with premium sportswear for a seamless value proposition

✅ Choose complementary partners – the best partnerships are between brands that naturally complement one another – like a hiking gear brand can partner with a hydration backpack company to launch an “Ultimate Trail Kit”

✅ Test, iterate, and grow – track conversions, customer acquisition, or engagement. Use data to tweak your approach and replicate what works best

Here are some great examples of coalition programs that crushed it:

• Crate and Barrel + Dolly: Crate and Barrel partnered with Dolly, a furniture delivery app, to move discontinued and blemished stock. Customers received a seamless shopping experience with quality furniture paired with hassle-free delivery (which improved the customer experience and CLTV in one go)
• Spotify + Hulu (2018): Before this, Spotify had partnered with Sony, WYNC studios, Waze, and Microsoft, amongst others. The genius here was a bundled subscription at $12.99/month that saved customers $5 compared to separate plans (which not only helped both brands reach broader audiences but also created unparalleled value):

22) Give them a legit excuse to shop more (Upsell and Cross-Sell)

Most eCommerce stores offer free shipping, and for good reason. 90% of shoppers say they’d buy more if free shipping was an option. However, to increase your customer lifetime value, consider pitching your free shipping differently: 

✅ BOGO with free shipping – encourage customers to buy more by offering free shipping when they purchase multiple items

✅ Reward customers for exploring new product categories, like “Buy from 3 different categories and earn free shipping or a special gift”

✅ Set a minimum order amount for free shipping – such as $50 or $200 – if a customer’s cart doesn’t quite meet the threshold, show them a friendly reminder: “Add just $10 more for free shipping!” or do it, as this example does:

23) Start with targeted content that feels personal

The first few weeks are everything. People love a sense of progress. It feels rewarding, even if it’s something simple like completing steps or earning points. This is where you hook people with content that feels like it’s just for them. In turn, you get them to purchase more, in quantity and price:

✅ Create fun onboarding challenges – something like “Complete 3 easy tasks to unlock a welcome reward!” (tasks can be browsing a category, saving a product, or filling out a profile)

✅ Offer personalized perks tied to their behavior – like spinning a reward wheel after their first purchase

✅ Share bite-sized content journeys – like “Your perfect skincare routine in 3 steps” or “Turn your space into a sanctuary – 5 décor hacks you’ll love” (or a horoscope for skincare)

Bring down your customer acquisition cost (CAC) 

24) Have your VIPs inspire others

Your high-frequency, high-value customers are your best assets. Why not let them do some of the heavy lifting? People follow what they aspire to. When your VIPs are actively involved, it adds credibility and makes others want to level up. Here’s how you do it:

✅ Create advocates with referral rewards. Think: “Invite your friends, and everyone gets access to exclusive perks”

✅ Build a community space where top customers can share reviews, tips, or ideas. It’s a great way to keep lower spenders engaged and inspired 

✅ Run collaborative campaigns with your top customers – let them co-create a product or experience and make it something everyone wants to unlock

✅ Ask high-value shoppers to be a part of your socials – and product images – this way you amp up the social proof

✅ Leave room for UGC to come in – encourage all shoppers to tag you for a “surprise” reward

Pro Tip: Nurture VIP shoppers with live streams – here’s how LaFlore Paris does it:

25) Prep for seasonality like your business depends on it (because it does)

Did you know that the holiday season drives 24% of online shopping activity? That's nearly a quarter of your annual revenue packed into a few months. If you’re not prepped, you’re leaving money on the table.

✅ Retarget people who bought from you during your seasonal sales in the past few years – this way, deal hunters can't resist missing out on the deal (and almost always get a good amount of conversions and keep shoppers around)

✅ Use holidays to introduce subscription options –"Loved this gift? Never run out again with a subscription!" 

✅ Build a post-purchase funnel specifically for holiday shoppers – keep them engaged with New Year promos or sneak peeks at spring launches

✅ Stock up – inventory shortages are a fast track to angry customers (and ultimately wasting your CAC)

Pro Tip: Seasonality isn’t just about holidays – if you sell beachwear, spring break is your Black Friday. Know your calendar and plan ahead.

26) Make your pricing feel... worth it

Here’s the deal: the average shopper buys 2 to 4 times a year. That means every price tag you display has to scream value. Plus, 60% of online shoppers rank delivery speed as a key part of their experience – so if your pricing doesn’t cover fast shipping, you’re already behind. Here’s what else you can do to make your pricing feel worth it:

✅ Clearly break down the value  – e.g., “Includes free 2-day shipping” or “Save $10 by bundling!”

✅ Frame your pricing as a smart investment by breaking it into relatable terms like daily costs (“Only $1.50/day for your healthiest skin!”) or highlighting savings (“Save $30 when you bundle!”) to make the value shine through

✅ Offer payment flexibility – like “Buy Now, Pay Later” options – so the pricing feels more achievable

✅ Tie discounts to loyalty, not acquisition – for example: “Spend $300 this year, and unlock VIP pricing for life” – here’s an example from Beauty Pie:

27) Build authority – because trust sells

Customers buy more than just products when buying online – they buy confidence. When they trust you, they stick around, and that’s how you boost lifetime value for eCommerce stores. Here are some ideas to try:
✅ Show up consistently – keep your social accounts active with real, useful content that solves problems or adds value

✅ Post content that clicks – share Instagram Reels, helpful blogs, or even LinkedIn posts if you’re targeting B2B – mix education with entertainment to stay top of mind

✅ Teach them something new – answer FAQs, share tips, or create product hacks that make your brand indispensable

✅ Team up with authentic creators – or brands even, who match your niche, and let them spotlight your product in their style – here’s a superb example from Kong Toys and Volkswagen:

Pro Tip: Make your social feed shoppable. If they trust you, why make them click twice?

28) Lower CAC with referrals

The idea here is to get traffic without paying any extra costs (except for the cost of the emails and the discounts). This way, you bring down your CAC and increase your eCommerce CLTV in one go. Here are some ideas:

✅ Offer the good ol’ exclusive discounts for referrals – “Give $10, get $10” works wonders

✅ Create tiered programs that reward repeat referrers with bigger perks – like free products, exclusive event invites, or some $$$

✅ Make it fun – ask them to “prank a friend” as Shinesty does:

29) Show how you use feedback to improve products

When you show you’re putting shopper feedback to use, you give existing shoppers a reason to stick around – and feel valued. Which, of course, gets them talking, positively impacting your store’s CLTV.

✅ Highlight your sourcing values along with a shopper story – this way, you prime them for a positive purchase experience along with a short manual on what’s changed

✅ Show them how their purchases make an impact – e.g., “Every purchase supports clean water projects”

✅ Use updates to engage – “New look, same great product!” or “Here’s what’s new this season.” – here’s how Kyle Bunting tackles this in the first fold:

Pro Tip: Treat your updates like a mini launch. Create hype by sharing teasers: “Here’s what’s dropping next!” or “Be the first to experience our latest upgrade.” Tie these updates to loyalty perks, private access, or exclusive previews to amplify repeat purchases and CLTV.

30) Focus on channels that deliver the highest ARPU

Focus on the channels that bring in your highest-value customers. Not every sales channel is equal, and ARPU (Average Revenue Per User) data tells you exactly where to double down. The higher the ARPU, the better the shot at increasing CLTV. Here’s how to do it:

✅ Track ARPU by channel – check which channels (like email campaigns, social ads, or Google Shopping) consistently attract customers who spend big. If email pulls higher spenders than Instagram ads, prioritize email

✅ Shift your budget smartly – put your money into channels that bring in high-value shoppers (why waste on low-ROI traffic when you can scale CLTV profitably) 

✅ Nail your messaging – once you know your top-performing channels, tweak your message to match. If paid search drives high-ARPU shoppers, highlight premium perks like exclusive bundles or VIP benefits in your ads

(Recap) How to increase customer lifetime value in eCommerce

Basics to Increase eCommerce CLTV

1) Give – before asking

2) Show your customers that you care about them

3) Create memorable shopping experiences

4) Make it easy to shop

Cut down churn

5) Find the right segment and reallocate budgets

6) Create unique experiences for repeat shoppers

7) Double down on replenishment  – or run a subscription

8) Look out for subscription churn

9) Extend proactive 5-star support

10) Implement self-service

11) Re-activate dormant shoppers

12) Build a list of tasks

13) Build loyalty programs that go beyond just rewards (engage them)

14) Seek feedback, but don’t interrupt shoppers

15) Get creative with post-purchase communication

16) Have faith in retargeting (it takes time)

Increase Frequency & AOV

17) Gamify frequency

18) Use smart “bundles” to increase the AOV

19) Upsell, but only based on their behavior (no cold emails)

20) Make your newsletters inspiring (go that extra mile)

21) Have faith in coalition programs (test until you find a fit)

22) Give them a legit excuse to shop more (upsell and cross-sell)

23) Start with targeted content that feels personal

Cut CAC & Increase LTV

24) Have your VIPs inspire others

25) Prep for seasonality like your business depends on it (because it does)

26) Make your pricing feel... worth it

27) Build authority – because trust sells

28) Lower CAC with referrals

29) Show how your products are improving

30) Focus on channels that deliver the highest ARPU

In conclusion

Your customers need to feel appreciated and valued before they become loyal to you. The more they stay loyal to your business, the more your revenue grows. So show them how much they mean to your business by offering quality service, tracking how satisfied they are with your product/service, and occasionally offering them a discount or freebie.

If you’re looking to increase your customer lifetime value by doubling down on CRO, gaining insights, and achieving results – we can help with that:

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