How much is each customer really worth to your business over time? Understanding lifetime value (LTV) is essential for making smart decisions about customer acquisition costs and long-term growth strategies.
Adalo lets you build database-driven web apps and native iOS and Android apps — published to the App Store and Google Play — from a single no-code editor. Knowing how to measure and optimize LTV helps you maximize the revenue potential of every user who downloads your app.
Understanding the lifetime value of your users
Lifetime value measures the amount of money that customers spend with a business over their lifetime before they churn. The hardest part of the sales funnel is acquiring a customer, but the good news is that a happy customer doesn’t just simply buy or interact once and then leave – they usually stick around! And with that, they may make more purchases too.
For app creators looking to maximize user lifetime value, platforms like Adalo, a no-code app builder for database-driven web apps and native iOS and Android apps—one version across all three platforms, published to the Apple App Store and Google Play, make it easier to build, iterate, and optimize your mobile app without extensive development resources.
Lifetime value is what ought to drive your mobile app marketing strategy. It tells you how much each new customer is worth, which helps you figure out how much you ought to be paying to acquire that customer.
This metric can serve many functions: It’s an indicator of your success as a business, a reminder of the benefits of customer loyalty, and a handy tool for forecasting growth.
How to calculate LTV
LTV can be broken down into three distinct parts:
- Monetization: This is the amount that your customers contribute to your mobile revenue in the form of subscription fees, ad impressions, in-app transactions, or any other kind of billing. It is measured in the average revenue per user (ARPU), obtained by dividing total revenue by the total number of users.
- Retention: How often do your users engage with your app? How many repeat users do you have? Retention rate is the level of engagement a customer has with your app over the length of the average customer lifecycle. In calculating retention, you’ll need to measure how often users return to your app after the initial installation. This is the level of engagement a customer over the lifecycle, and is calculated using the inverse of churn rate.
- Virality: This happens through word of mouth, social media, and marketing efforts. These referrals can be brought in via social media, word-of-mouth, and so on. The additional value that each customer brings through referral of other users.
It is calculated using the formula:
LTV = ARPU x 1/churn rate
Once you’ve calculated the lifetime value of your users, you’ll better appreciate the investment you’re making to get each new user, along with understanding the cost of each user lost.
As a result of these calculations, you can then determine what actions you must take to improve your business:
- You may need to increase the cost of your service to maintain a healthy profit margin.
- You could invest in customer service to help users stick around instead of churning
- You may need to minimize your customer acquisition costs to help reduce your spends
- You might decide that you need to increase your spending on paid acquisition
How to increase customer LTV
Now that you know what LTV is and how it’s calculated, we will now figure out how to increase it. Unless you’re focused on growth, and you have the budget to burn more cash than you earn, your customer LTV should always be greater than your acquisition cost.
You can increase customer LTV using these strategies:
- Deep linking: If you tap on a notification to buy a particular product via a link, you’re taken to that exact page of the mobile app instead of the home page. This is an example of deep linking. Deep links are an essential part of building a seamless customer journey, plus it allows users to to access more content from your app.
- Use social media to boost virality: You need to regularly drive installs through content marketing, where social media can be used to boost brand awareness and recognition. Social media platforms are the easiest ways to connect with potential users, and build a strong community of people that will advocate for your app. Social media is not just for marketing your mobile app, it’s also essential for user acquisition tool.
- Upgrade your product regularly: This creates new opportunities for regular engagement with your users. To increase LTV, you need to keep your customers in my through ongoing user research, and find out what features they need.
- Use push notifications to make your app sticky: While nobody likes being bombarded with notifications, they can be a powerful tool to help retain users, drive specific actions, and improve your customer LTV. The more users you can get to opt for push notifications, the greater your ability to boost interactions on the app. Pro-tip: Segment your users to ensure that your notifications are personalized!
FAQ
| Question | Answer |
|---|---|
| Can I easily track and improve customer lifetime value in my app? | Yes, with Adalo's No Code App Builder, you can easily track and improve customer lifetime value. Adalo enables you to build features like push notifications, deep linking, and user engagement tools that help retain customers and increase their lifetime value without writing code. |
| Why choose Adalo over other App Builder solutions? | Adalo is a no-code app builder for database-driven web apps and native iOS and Android apps—one version across all three platforms. AI-assisted building and streamlined publishing enable launch to the Apple App Store and Google Play in days rather than months. Publishing to app stores is key to marketing and distribution, which is often the hardest part of launching a new app or business—Adalo removes this barrier so you can focus on acquiring and retaining users. |
| What's the fastest way to build and publish a customer lifetime value optimization app to the Apple App Store and Google Play Store? | Adalo is the fastest way to build and publish a customer lifetime value optimization app to the Apple App Store and Google Play. With No Code App Builder's drag-and-drop interface and AI-assisted building, you can go from idea to published app in days rather than months. Adalo handles the complex App Store submission process, so you can focus on your app's features and user experience instead of wrestling with certificates, provisioning profiles, and store guidelines. |
| What is customer lifetime value (LTV) and why does it matter for my app? | Customer lifetime value measures the total amount of money customers spend with your business before they churn. It's crucial because it helps you determine how much you should spend to acquire new customers and indicates your overall business health. A higher LTV means more sustainable growth and profitability. |
| How do I calculate lifetime value for my mobile app users? | LTV is calculated using the formula: LTV = ARPU x 1/churn rate. ARPU (Average Revenue Per User) is your total revenue divided by total users, and churn rate represents the percentage of users who stop using your app. This calculation combines monetization and retention metrics to give you actionable insights. |
| What are the best strategies to increase customer LTV in my app? | Key strategies include implementing deep linking for seamless user journeys, using push notifications to keep your app sticky, leveraging social media to boost virality, and regularly upgrading your product based on user research. These tactics improve retention and engagement, which directly increases lifetime value. |
| How can push notifications help improve my app's customer retention? | Push notifications are a powerful tool to retain users and drive specific actions within your app. By segmenting your users and personalizing notifications, you can boost engagement without overwhelming users. The more users who opt in to notifications, the greater your ability to increase interactions and improve LTV. |
