Customer lifetime value is the net present value of the profit stream of a customer over the period they remain a customer of the organisation. If you plan to use the LTV as a tool it is worth reading The dangerous seduction of the LTV formula.

Image of key formula for CPA, LTV and GPPC



Conversion marketing – Glossary of Conversion Marketing.

Over 300 tools reviewed – Digital Marketing Toolbox.

A/B testing software – Which A/B testing tools should you choose?

Types of A/B tests – How to optimise your website’s performance using A/B testing.

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