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Originally Posted by The Porn Nerd
Sorry if I wasn't clear because I agree with you 100%. More choice is (usually) a good thing. What I meant was how much time does a company devote to the members Area's 'interactivity'? It seems a tendency to become slavish to it, to become slaves to updating, forums, etc. I would be 100% convinced if I saw rebills at the 10-12 month levels via high interactivity, then I'd say the effort was worth it. But rebills being 3-4 months tops, and in most cases 2-3 months, it doesn't seem worth the effort. I am probably missing something here and I know some will say they have rebills of over a year etc. I'm saying most mid-sized webmasters are seeing stagnant rebills so in that event I wouldn't spend a lot of time on Member interactivity where it took MY time to focus on it.
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I think what also gets lost in most retention metrics is returning customers being tracked in regards to their overall CLV (customer life-time value)
NATS, Mansion, and others did your ears perk up? They should have.
$ per subscription is a great metric. However a better one would be true CLV. I have had many customers join off and on over the course of a decade. The value of each subscription may be $85-$95 per go, however when you track that user joining three separate times it goes up significantly.
In short this is where the increased customer service and interactivity shows up.
Retention rates of 2-3 and 3-4 quickly get to 1 year+ when it is tracked that way