How to Measure Customer Value in eCommerce


There was a time when it was so hard to sell a product to customers. However, things have changed with time, thanks to advanced technology. Well, the digital world helped business owners a lot. 

Whether it’s a startup or a small business, you can win potential customers in different ways. If you are interested in eCommerce, you might know about customer value. You see, it can play a major factor to grow your business, especially when you are at the initial stage. 

Customer Value is something that every E-commerce KPIs needed for growth. E-commerce is a new way of promoting your business. And the best part is you can get a targeted audience by applying the right methods. 

That’s why customer value plays a remarkable role in growing your business. If you want to start your e-commerce website or grow your business online, you have to know how to measure customer value.

In this article, we will share the right method to measure customer value. Moreover, we will also share the importance and psychology of customer value. Keep reading the article to get a better understanding.

What is Customer Value?

Before we start with the process of measuring customer value, you have to know the basics. In simple words, Customer Lifetime Value is a method that helps you measure each customer’s performance with your business.

Well, knowing the customer value is very crucial as you can understand where to pay attention to convert leads. As a newbie business owner, you can also understand where to give efforts to make it successful.

The Importance of Measuring Customer Value

There are some top reasons why customer value became a remarkable part to make an e-commerce business successful. The first thing is customer value can plan marketing campaigns with more accuracy. You can’t run an online store without measuring CLV. 

In simple words, you can’t analyze the revenue if you don’t check your customers’ activities. Plus, it’s impossible to check if a marketing campaign is profitable without measuring customer value.

As the competition is increasing day by day on the internet, you have to find a targeted audience. Besides improving the conversion rate, it can also help you improve brand marketing. As per many reports, those companies that measure CLV regularly have better growth.

The Psychology of Customer Value

By reading this article, you can understand that measuring customer value can be very beneficial for your business. Well, behind all of these things, the psychology of customer value works. 

On the other hand, there’s a difference between the customer relationship and the lifetime value. As a newbie business owner, try to focus on customer relationship value. You need to promote your brand by inputting the right method. So, analyzing everything is essential in this case.

How to Measure Customer Value

Now, you know why measuring customer value is important. Besides targeting the right audience, it can also help you grow your business. In short, it’s a great way to make a new online business successful. In the following section, we will cover the best process to measure customer value. So, let’s find out:

  1. Calculate Customer Value

The first thing you have to do is to calculate customer value. Well, it’s just a basic calculation about how much revenue a potential customer can give. It’s different from the customer lifetime value as you will calculate the data of a particular period.

It’s a great process when you have a new business. In most cases, the calculation can be for six months or one year. For some rare cases, you can also calculate the revenue of a few years.

Another good thing about measuring customer value is you can get a deeper insight. And it can be very helpful when you are focusing on the data of a particular period. On the other hand, it’s good when you want to host a targeted ad campaign.

  1. Subtract Your Costs

Well, there are some drawbacks as well. For example, when you calculate customer value, you can’t get the complete picture. It doesn’t show the performance of each sale. That’s why calculating a new value can be beneficial.

When you use it, you can determine the actual number of pure profits. Moreover, you can increase the profit margin and multiply the lifetime value of your potential customer. 

Profit Margin x Customer Lifetime Value = Net Lifetime Value

When you follow this additional step, you will be able to make better decisions. Moreover, you can get the details on how much your business can cost. 

  1. Check Audience Segments

Besides calculating the customer value, you have to check the group of audience perform. It’s very important if you want long-term growth. The best way to group your customers is by checking their speed. 

When you set different groups, it will be easier to analyze their performance and adjust strategies as per requirements. In simple words, by following this step, you will get an effective result.


Measuring customer value is easy when you are following the right steps. All you have to do is analyze everything and implement the right method. If you are a newbie, make sure you research everything. The good thing is you can find a lot of sources on the internet. In fact, you can also get help from an expert.


Q: What are customer value metrics?

A value matrics is a measure that checks the customer value of a product. You can analyze the revenue model directly.


Q: How do you calculate customer value?

If you want to calculate customer lifetime value, you have to measure the average purchase value and then multiply the number by averaging the number of purchases and customer value.


Q: What are the three types of customer value?

The three types of customer values are personal value, psychological value, and social value. 


Q: What are the components of customer value?

There are four components of customer value; service, quality, cost, and time.



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