From Conversion Rate Optimization (CRO) to Customer Value Optimization (CVO)

Conversion Rate is a misleading metric.
And the CRO activities will become a part of CVO.
eCommerce companies can achieve a higher CR, but be less profitable.
That means the CRO agency is winning, while the company is losing.
The metric that emphasizes the quality of the impact of the optimization program is Customer Lifetime Value.

CLV: CAC ratio is way more effective in aligning everyone around what is needed for everyone to win.
At the end of the day, any company is after a better CX and more profit.
That can't be achieved by narrowing the focus of an optimization team only to the website.
You need to analyze the whole customer journey, fix what's broken, and optimize what can be optimized.

That's why I am a strong supporter of shifting to CVO - that's why I have teamed up and built a 20-hour curriculum with instructors covering many steps of the customer journey.


See more about the CVO Academy here: https://academy.omniconvert.com

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