{"id":20520,"date":"2019-12-19T10:52:32","date_gmt":"2019-12-19T17:52:32","guid":{"rendered":"https:\/\/memberpress.com\/?p=20520"},"modified":"2025-05-19T08:34:56","modified_gmt":"2025-05-19T12:34:56","slug":"customer-lifetime-value-vs-churn-rate-which-is-more-important","status":"publish","type":"post","link":"https:\/\/memberpress.com\/de\/blog\/customer-lifetime-value-vs-churn-rate-which-is-more-important\/","title":{"rendered":"Kundenlebensdauerwert vs. Churn Rate. Abwanderungsrate: Ist eines wichtiger?"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Als Gesch\u00e4ftsinhaber m\u00fcssen Sie den Erfolg Ihrer Website sicherstellen. Ein wichtiger Teil dieses Prozesses ist die Betrachtung des Lebenszeitwerts Ihrer Mitglieder und der Abwanderungsrate Ihrer Website.<\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_88 ez-toc-wrap-center counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<label for=\"ez-toc-cssicon-toggle-item-6abfc45d93ed9\" class=\"ez-toc-cssicon-toggle-label\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">WAS IST INNEN<\/p>\n<span class=\"ez-toc-cssicon\"><span class=\"eztoc-hide\" style=\"display:none;\">Umschalten auf<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6abfc45d93ed9\"  \/><nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/memberpress.com\/de\/blog\/customer-lifetime-value-vs-churn-rate-which-is-more-important\/#What_are_Customer_Lifetime_Value_and_Churn_Rate\" >Was sind Customer Lifetime Value und Churn Rate?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/memberpress.com\/de\/blog\/customer-lifetime-value-vs-churn-rate-which-is-more-important\/#Customer_Lifetime_Value_Explained\" >Customer Lifetime Value Erkl\u00e4rt<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/memberpress.com\/de\/blog\/customer-lifetime-value-vs-churn-rate-which-is-more-important\/#Churn_Rate_Explained\" >Churn Rate erkl\u00e4rt<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/memberpress.com\/de\/blog\/customer-lifetime-value-vs-churn-rate-which-is-more-important\/#Which_Is_More_Important_Customer_Lifetime_Value_or_Churn_Rate\" >Was ist wichtiger: Customer Lifetime Value oder Churn Rate?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/memberpress.com\/de\/blog\/customer-lifetime-value-vs-churn-rate-which-is-more-important\/#How_to_Increase_Customer_Lifetime_Value\" >Wie man den Lebenszeitwert von Kunden erh\u00f6ht<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/memberpress.com\/de\/blog\/customer-lifetime-value-vs-churn-rate-which-is-more-important\/#Final_Thoughts\" >Abschlie\u00dfende \u00dcberlegungen<\/a><\/li><\/ul><\/nav><\/div>\n\n\n\n\n<p class=\"wp-block-paragraph\">In diesem Artikel werden wir uns diese beiden wichtigen Faktoren \u2013 den Customer Lifetime Value (CLV) und die Abwanderungsrate \u2013 genauer ansehen, damit Sie ein besseres Verst\u00e4ndnis daf\u00fcr entwickeln und erkennen, wie wichtig sie f\u00fcr den Erfolg Ihrer Website sind.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Fangen wir an!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_are_Customer_Lifetime_Value_and_Churn_Rate\"><\/span>Was sind Customer Lifetime Value und Churn Rate?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Zun\u00e4chst wollen wir kurz erl\u00e4utern, was CLV und Abwanderungsrate im Zusammenhang mit Abonnement- und Mitgliederportalen bedeuten.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Customer_Lifetime_Value_Explained\"><\/span>Customer Lifetime Value Erkl\u00e4rt<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Der Customer Lifetime Value (CLV) ist ein Begriff, der beschreibt, wie viel jeder Kunde (oder in unserem Fall jedes Mitglied) f\u00fcr Ihr Unternehmen wert ist.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Warum Sie Ihren CLV kennen m\u00fcssen<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Wenn Sie wissen, wie viel Gewinn jedes Mitglied Ihrer Website im Durchschnitt erzielt, k\u00f6nnen Sie fundiertere Entscheidungen \u00fcber Investitionen in Ihr Unternehmen treffen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Wenn Sie wissen, dass der durchschnittliche CLV Ihrer Website $100 betr\u00e4gt, und Sie 100 Mitglieder haben, sollte Ihr Unternehmen im Durchschnitt $10.000 an Einnahmen generieren.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mit diesen Informationen k\u00f6nnen Sie ein realistischeres Budget f\u00fcr Ihre Mitgliederseite erstellen. Diese Informationen helfen Ihnen dabei, zu umrei\u00dfen, wie viel Sie f\u00fcr die Verbesserung und <a href=\"https:\/\/memberpress.com\/de\/3-marketing-strategies-for-successful-membership-sites\/\">Vermarktung Ihres Unternehmens<\/a>Au\u00dferdem erhalten Sie einen Einblick in die Verwaltung anderer Kosten, die mit dem Betrieb Ihrer Website verbunden sind.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Wenn Sie wissen, wie viel jedes neue Mitglied wert ist, k\u00f6nnen Sie auch vermeiden, dass Sie mehr f\u00fcr die Gewinnung neuer Mitglieder ausgeben, als Sie an Mitgliedsbeitr\u00e4gen und anderen Transaktionen zur\u00fcckbekommen.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Wie Sie Ihren CLV berechnen k\u00f6nnen<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Wie Sie Ihren Customer Lifetime Value berechnen, h\u00e4ngt von der Art der Mitgliedschaftsseite ab, die Sie betreiben, und davon, wie das Zahlungs- und Abonnementmodell aussieht.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Am Beispiel einer einfachen Mitgliedschaftsseite k\u00f6nnen wir den CLV berechnen, indem wir die monatliche Abonnementgeb\u00fchr mit der durchschnittlichen Dauer eines typischen Abonnements auf der Seite multiplizieren. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Stellen Sie sich vor, Ihre Mitgliedschaft kostet $20 pro Monat, und die typische Dauer einer Mitgliedschaft betr\u00e4gt sechs Monate. Ausgehend von diesen Zahlen w\u00fcrde der CLV eines Mitglieds Ihrer Website sechs Monate mal $20 pro Monat, also $120 betragen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Wenn Ihre Mitgliedschaftsseite auch eine Anmeldegeb\u00fchr von $10 hat, w\u00fcrde sich der CLV auf $130 erh\u00f6hen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Komplizierter wird es, wenn Ihre Mitgliederseite optionale Extras enth\u00e4lt. Diese Extras k\u00f6nnen Dinge wie den Zugang zu Premium-Inhalten zu einem h\u00f6heren Preis, mehrere Preispl\u00e4ne oder separate Produkte zum Verkauf beinhalten. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In jedem Fall k\u00f6nnen Sie durch einen Blick auf Ihre Aufzeichnungen und einige allgemeine Durchschnittswerte Ihren individuellen CLV unabh\u00e4ngig von Ihrer Preisstruktur berechnen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Wie Sie sehen k\u00f6nnen, ist Ihr CLV sehr wichtig f\u00fcr die Gesundheit Ihrer Mitgliederseite, aber ist er wichtiger als die Abwanderungsrate?<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Churn_Rate_Explained\"><\/span>Churn Rate erkl\u00e4rt<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Die Abwanderungsrate Ihrer Mitglieder-Website zu kennen, ist genauso wichtig wie die Kenntnis des CLV. Und wie Sie sehen werden, h\u00e4ngen diese beiden Werte eng miteinander zusammen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Allerdings sollten Sie, w\u00e4hrend Sie <em>erh\u00f6hen.<\/em> den CLV Ihrer Mitgliederseite zu erh\u00f6hen, damit sie mehr Einnahmen generiert, sollten Sie <em>reduzieren.<\/em> die Abwanderungsrate so weit wie m\u00f6glich zu senken.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Die Abwanderungsrate bezeichnet die Anzahl der Mitglieder, die Ihre Website \u00fcber einen bestimmten Zeitraum \u2013 in der Regel ein Jahr \u2013 verlassen. Je h\u00f6her die Abwanderungsrate, desto mehr Mitglieder k\u00fcndigen ihr Abonnement, wodurch sich der Kundenlebenszeitwert (CLV) Ihrer Website verringert.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Es gibt viele Gr\u00fcnde, warum Mitglieder Ihre Website verlassen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In manchen F\u00e4llen k\u00f6nnen Abonnements unfreiwillig enden, beispielsweise wenn die Zahlungsmethode eines Mitglieds abl\u00e4uft. Gl\u00fccklicherweise l\u00e4sst sich dieses Problem leicht beheben. Wir empfehlen Ihnen, sich einige n\u00fctzliche Tools anzusehen, mit denen Sie <a href=\"https:\/\/memberpress.com\/de\/end-involuntary-membership-site-churn\/\">Beendigung der unfreiwilligen Abwanderung von Mitgliedern<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In manchen F\u00e4llen kommt es jedoch vor, dass ein Mitglied austritt, weil es das Gef\u00fchl hat, keinen Nutzen mehr aus seinem Abonnement zu ziehen. Dieses Problem ist schwieriger zu l\u00f6sen, aber es gibt dennoch viele Ma\u00dfnahmen, die Sie ergreifen k\u00f6nnen, um <a href=\"https:\/\/memberpress.com\/de\/reducing-your-membership-sites-churn\/\" title=\"\">diese Art der Abwanderung von Mitgliedern zu reduzieren<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Which_Is_More_Important_Customer_Lifetime_Value_or_Churn_Rate\"><\/span>Was ist wichtiger: Customer Lifetime Value oder Churn Rate?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Auf diese Frage gibt es keine einfache Antwort, denn die Kennzahlen CLV und Abwanderungsrate sind eng miteinander verwoben.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Wie bereits erw\u00e4hnt: Wenn Ihre Website eine hohe Abwanderungsrate aufweist, weil Mitglieder ihre Abonnements kurz nach dem Beitritt k\u00fcndigen, hat dies erhebliche Auswirkungen auf den CLV Ihrer Website. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Eine niedrige Abwanderungsrate bedeutet hingegen, dass Sie Ihre Mitglieder binden und diese ihre monatlichen Beitr\u00e4ge \u00fcber einen l\u00e4ngeren Zeitraum hinweg zahlen \u2013 dies f\u00fchrt zu einem h\u00f6heren CLV.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vor diesem Hintergrund sind sowohl der CLV als auch die Abwanderungsrate von entscheidender Bedeutung f\u00fcr den Erfolg Ihrer Mitglieder-Website. Sobald Sie jedoch eine niedrige Abwanderungsrate erreicht haben, k\u00f6nnen Sie noch weitere Ma\u00dfnahmen ergreifen, um den CLV Ihrer Website zu steigern.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_to_Increase_Customer_Lifetime_Value\"><\/span>Wie man den Lebenszeitwert von Kunden erh\u00f6ht<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Eine einfache M\u00f6glichkeit, den Lebenszeitwert Ihrer Website zu steigern, besteht darin, die Mitgliedsbeitr\u00e4ge zu erh\u00f6hen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Eine Preiserh\u00f6hung kann zwar dazu f\u00fchren, dass die Abwanderungsrate Ihrer Website steigt. Wenn die Preiserh\u00f6hungen jedoch durch einen ausreichenden Mehrwert gest\u00fctzt werden, der sie rechtfertigt, werden Sie einen Anstieg Ihres CLV feststellen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sie k\u00f6nnen auch auf andere Weise Einnahmen mit Ihren Nutzern erzielen, um Ihren CLV zu steigern. Sie k\u00f6nnen beispielsweise gegen eine einmalige Geb\u00fchr Extras anbieten, wie den Zugang zu einer Online-Veranstaltung oder ein Produkt wie ein E-Book. Wenn Ihre Mitglieder zus\u00e4tzlich zu ihren Mitgliedsbeitr\u00e4gen f\u00fcr diese Extras bezahlen, verbessert sich der CLV Ihrer Website.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Final_Thoughts\"><\/span>Abschlie\u00dfende \u00dcberlegungen<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Eine niedrige Abwanderungsrate und ein hoher CLV sind zwei sehr wichtige Aspekte bei der Verwaltung einer gesunden Mitgliederseite.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Wenn auf Ihrer Website wiederkehrende Abonnementgeb\u00fchren anfallen, l\u00e4sst sich durch eine Senkung der Abwanderungsrate der Customer Lifetime Value steigern. Es ist ganz einfach: Je l\u00e4nger ein Nutzer Mitglied Ihrer Website bleibt, desto mehr Umsatz generiert er.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Wenn Sie Schwierigkeiten haben, Ihre Abwanderungsrate zu senken, k\u00f6nnen Sie den Kundenlebenszeitwert dennoch steigern, indem Sie die Abonnementgeb\u00fchren erh\u00f6hen oder Ihren Mitgliedern weitere Produkte und Dienstleistungen anbieten.<\/p>\n\n\n\n<div class=\"block-mp-button-wrap\">\n\t<a id=\"button-block_2a7950e200b6ac019ebf1526ed438024\" href=\"https:\/\/memberpress.com\/de\/blog\/how-to-raise-prices-without-losing-customers\/\"   class=\"button button-orange center\">Verwandt: Wie man die Preise erh\u00f6ht, ohne Kunden zu verlieren ?<\/a>\n<\/div>\n\n\n\n\n<p class=\"wp-block-paragraph\">In den meisten F\u00e4llen werden die Ma\u00dfnahmen, die Sie ergreifen, um die Abwanderungsrate Ihrer Website zu senken, wie z. B. das Hinzuf\u00fcgen von mehr Inhalten, es Ihnen auch erm\u00f6glichen, Ihre Preise zu erh\u00f6hen. Diese Bem\u00fchungen sollten auch Ihren CLV erh\u00f6hen, indem Sie Ihre Mitgliedschaftsseite f\u00fcr Ihre Zielgruppe attraktiver machen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Im Grunde genommen kann man nicht sagen, ob der CLV oder die Abwanderungsrate Ihrer Mitgliederseite wichtiger ist. Die beiden Metriken werden immer zusammenarbeiten.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Weitere Tipps, wie Sie Mitglieder an Ihre Website binden k\u00f6nnen, finden Sie in unserem Beitrag <em><a href=\"https:\/\/memberpress.com\/de\/blog\/return-visitors-membership-site\/\" title=\"\">Wie Sie wiederkehrende Besucher f\u00fcr Ihre Mitgliederseite generieren.<\/a><\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Haben Sie irgendwelche bew\u00e4hrten Methoden, um den Customer Lifetime Value zu erh\u00f6hen und die Abwanderungsrate Ihrer Mitgliederseite zu reduzieren? Lassen Sie es uns im Kommentarbereich wissen!<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>As a business owner, you have to ensure the success of your website. And a big part of that process is considering the lifetime value of your members and the churn rate of your site. In this article we&#8217;ll look these two important factors \u2014 customer lifetime value (CLV) and churn rate \u2014 to help [&hellip;]<\/p>\n","protected":false},"author":2122,"featured_media":20522,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"_strive_editorial_status":"not-started","_strive_copy_of":0,"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_FSMCFIC_featured_image_caption":"","_FSMCFIC_featured_image_nocaption":"","_FSMCFIC_featured_image_hide":"","_strive_checklists":"\"\"","_strive_active_checklist":"62291e2bb2422","_strive_post_notes":"","footnotes":""},"categories":[1474,1475],"tags":[344,958,623],"class_list":["post-20520","post","type-post","status-publish","format-standard","has-post-thumbnail","category-membership-site","category-retention-and-loyalty","tag-churn","tag-churn-rate","tag-customer-lifetime-value","entry"],"acf":{"plans":["scale"],"is_featured":false,"download_source":"none","mothership_slug":"","download_url":""},"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 5.0.2 - aioseo.com -->\n\t<meta name=\"description\" content=\"Find out more about Customer Lifetime Value Vs. Churn Rate and which is more important when it comes to running a successful membership site.\" \/>\n\t<meta name=\"robots\" content=\"max-image-preview:large\" \/>\n\t<meta name=\"author\" content=\"Joe Fylan\"\/>\n\t<meta name=\"keywords\" content=\"customer lifetime value vs. churn rate,churn,churn rate,customer lifetime value\" \/>\n\t<link rel=\"canonical\" href=\"https:\/\/memberpress.com\/de\/blog\/customer-lifetime-value-vs-churn-rate-which-is-more-important\/\" \/>\n\t<meta name=\"generator\" content=\"All in One SEO Pro (AIOSEO) 5.0.2\" \/>\n\t\t<meta property=\"og:locale\" content=\"de_DE\" \/>\n\t\t<meta property=\"og:site_name\" content=\"MemberPress\" \/>\n\t\t<meta property=\"og:type\" content=\"article\" \/>\n\t\t<meta property=\"og:title\" content=\"Customer Lifetime Value Vs. Churn Rate: Is One More Important?\" \/>\n\t\t<meta property=\"og:description\" content=\"Find out more about Customer Lifetime Value Vs. Churn Rate and which is more important when it comes to running a successful membership site.\" \/>\n\t\t<meta property=\"og:url\" content=\"https:\/\/memberpress.com\/de\/blog\/customer-lifetime-value-vs-churn-rate-which-is-more-important\/\" \/>\n\t\t<meta property=\"og:image\" content=\"https:\/\/memberpress.com\/wp-content\/uploads\/2019\/12\/CLV-vs-Churn-Rate-FT.jpg\" \/>\n\t\t<meta property=\"og:image:secure_url\" content=\"https:\/\/memberpress.com\/wp-content\/uploads\/2019\/12\/CLV-vs-Churn-Rate-FT.jpg\" \/>\n\t\t<meta property=\"og:image:width\" content=\"1107\" \/>\n\t\t<meta property=\"og:image:height\" content=\"733\" \/>\n\t\t<meta property=\"article:published_time\" content=\"2019-12-19T17:52:32+00:00\" \/>\n\t\t<meta property=\"article:modified_time\" content=\"2025-05-19T12:34:56+00:00\" \/>\n\t\t<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/memberpress\/\" \/>\n\t\t<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n\t\t<meta name=\"twitter:site\" content=\"@memberpress\" \/>\n\t\t<meta name=\"twitter:title\" content=\"Customer Lifetime Value Vs. Churn Rate: Is One More Important?\" \/>\n\t\t<meta name=\"twitter:description\" content=\"Find out more about Customer Lifetime Value Vs. Churn Rate and which is more important when it comes to running a successful membership site.\" \/>\n\t\t<meta name=\"twitter:image\" content=\"https:\/\/memberpress.com\/wp-content\/uploads\/2019\/12\/CLV-vs-Churn-Rate-FT.jpg\" \/>\n\t\t<script type=\"application\/ld+json\" class=\"aioseo-schema\">\n\t\t\t{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"BlogPosting\",\"@id\":\"https:\\\/\\\/memberpress.com\\\/de\\\/blog\\\/customer-lifetime-value-vs-churn-rate-which-is-more-important\\\/#blogposting\",\"name\":\"Customer Lifetime Value Vs. Churn Rate: Is One More Important?\",\"headline\":\"Customer Lifetime Value Vs. Churn Rate: Is One More Important?\",\"author\":{\"@id\":\"https:\\\/\\\/memberpress.com\\\/de\\\/blog\\\/author\\\/jfylan\\\/#author\"},\"publisher\":{\"@id\":\"https:\\\/\\\/memberpress.com\\\/de\\\/#organization\"},\"image\":{\"@type\":\"ImageObject\",\"url\":\"https:\\\/\\\/memberpress.com\\\/wp-content\\\/uploads\\\/2019\\\/12\\\/CLV-vs-Churn-Rate-FT.jpg\",\"width\":1107,\"height\":733,\"caption\":\"CLV vs Churn Rate FT\"},\"datePublished\":\"2019-12-19T10:52:32-05:00\",\"dateModified\":\"2025-05-19T08:34:56-04:00\",\"inLanguage\":\"de-DE\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/memberpress.com\\\/de\\\/blog\\\/customer-lifetime-value-vs-churn-rate-which-is-more-important\\\/#webpage\"},\"isPartOf\":{\"@id\":\"https:\\\/\\\/memberpress.com\\\/de\\\/blog\\\/customer-lifetime-value-vs-churn-rate-which-is-more-important\\\/#webpage\"},\"articleSection\":\"Membership Site, Retention and Loyalty, churn, churn rate, customer lifetime value\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/memberpress.com\\\/de\\\/blog\\\/customer-lifetime-value-vs-churn-rate-which-is-more-important\\\/#breadcrumblist\",\"itemListElement\":[{\"@type\":\"ListItem\",\"@id\":\"https:\\\/\\\/memberpress.com\\\/de\\\/#listItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/memberpress.com\\\/de\\\/\",\"nextItem\":{\"@type\":\"ListItem\",\"@id\":\"https:\\\/\\\/memberpress.com\\\/de\\\/blog\\\/category\\\/membership-site\\\/#listItem\",\"name\":\"Membership Site\"}},{\"@type\":\"ListItem\",\"@id\":\"https:\\\/\\\/memberpress.com\\\/de\\\/blog\\\/category\\\/membership-site\\\/#listItem\",\"position\":2,\"name\":\"Membership Site\",\"item\":\"https:\\\/\\\/memberpress.com\\\/de\\\/blog\\\/category\\\/membership-site\\\/\",\"nextItem\":{\"@type\":\"ListItem\",\"@id\":\"https:\\\/\\\/memberpress.com\\\/de\\\/blog\\\/customer-lifetime-value-vs-churn-rate-which-is-more-important\\\/#listItem\",\"name\":\"Customer Lifetime Value Vs. Churn Rate: Is One More Important?\"},\"previousItem\":{\"@type\":\"ListItem\",\"@id\":\"https:\\\/\\\/memberpress.com\\\/de\\\/#listItem\",\"name\":\"Home\"}},{\"@type\":\"ListItem\",\"@id\":\"https:\\\/\\\/memberpress.com\\\/de\\\/blog\\\/customer-lifetime-value-vs-churn-rate-which-is-more-important\\\/#listItem\",\"position\":3,\"name\":\"Customer Lifetime Value Vs. Churn Rate: Is One More Important?\",\"previousItem\":{\"@type\":\"ListItem\",\"@id\":\"https:\\\/\\\/memberpress.com\\\/de\\\/blog\\\/category\\\/membership-site\\\/#listItem\",\"name\":\"Membership Site\"}}]},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/memberpress.com\\\/de\\\/#organization\",\"name\":\"MemberPress\",\"description\":\"The All-In-One WordPress Membership Plugin\",\"url\":\"https:\\\/\\\/memberpress.com\\\/de\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"url\":\"https:\\\/\\\/memberpress.com\\\/wp-content\\\/uploads\\\/2022\\\/10\\\/mp-icon-RGB_Icon-01.jpg\",\"@id\":\"https:\\\/\\\/memberpress.com\\\/de\\\/blog\\\/customer-lifetime-value-vs-churn-rate-which-is-more-important\\\/#organizationLogo\",\"width\":1650,\"height\":1275,\"caption\":\"memberpress logo icon\"},\"image\":{\"@id\":\"https:\\\/\\\/memberpress.com\\\/de\\\/blog\\\/customer-lifetime-value-vs-churn-rate-which-is-more-important\\\/#organizationLogo\"},\"sameAs\":[\"https:\\\/\\\/www.instagram.com\\\/memberpress\\\/\",\"https:\\\/\\\/www.pinterest.com\\\/memberpressplugin\\\/\",\"https:\\\/\\\/www.youtube.com\\\/c\\\/MemberPressPlugin\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/memberpress\\\/\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/memberpress.com\\\/de\\\/blog\\\/author\\\/jfylan\\\/#author\",\"url\":\"https:\\\/\\\/memberpress.com\\\/de\\\/blog\\\/author\\\/jfylan\\\/\",\"name\":\"Joe Fylan\",\"image\":{\"@type\":\"ImageObject\",\"@id\":\"https:\\\/\\\/memberpress.com\\\/de\\\/blog\\\/customer-lifetime-value-vs-churn-rate-which-is-more-important\\\/#authorImage\",\"url\":\"https:\\\/\\\/memberpress.com\\\/wp-content\\\/litespeed\\\/avatar\\\/8efbb5b67aecb906b5f72f49bd070141.jpg?ver=1790651466\",\"width\":96,\"height\":96,\"caption\":\"Joe Fylan\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/memberpress.com\\\/de\\\/blog\\\/customer-lifetime-value-vs-churn-rate-which-is-more-important\\\/#webpage\",\"url\":\"https:\\\/\\\/memberpress.com\\\/de\\\/blog\\\/customer-lifetime-value-vs-churn-rate-which-is-more-important\\\/\",\"name\":\"Customer Lifetime Value Vs. Churn Rate: Is One More Important?\",\"description\":\"Find out more about Customer Lifetime Value Vs. Churn Rate and which is more important when it comes to running a successful membership site.\",\"inLanguage\":\"de-DE\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/memberpress.com\\\/de\\\/#website\"},\"breadcrumb\":{\"@id\":\"https:\\\/\\\/memberpress.com\\\/de\\\/blog\\\/customer-lifetime-value-vs-churn-rate-which-is-more-important\\\/#breadcrumblist\"},\"author\":{\"@id\":\"https:\\\/\\\/memberpress.com\\\/de\\\/blog\\\/author\\\/jfylan\\\/#author\"},\"creator\":{\"@id\":\"https:\\\/\\\/memberpress.com\\\/de\\\/blog\\\/author\\\/jfylan\\\/#author\"},\"image\":{\"@type\":\"ImageObject\",\"url\":\"https:\\\/\\\/memberpress.com\\\/wp-content\\\/uploads\\\/2019\\\/12\\\/CLV-vs-Churn-Rate-FT.jpg\",\"@id\":\"https:\\\/\\\/memberpress.com\\\/de\\\/blog\\\/customer-lifetime-value-vs-churn-rate-which-is-more-important\\\/#mainImage\",\"width\":1107,\"height\":733,\"caption\":\"CLV vs Churn Rate FT\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/memberpress.com\\\/de\\\/blog\\\/customer-lifetime-value-vs-churn-rate-which-is-more-important\\\/#mainImage\"},\"datePublished\":\"2019-12-19T10:52:32-05:00\",\"dateModified\":\"2025-05-19T08:34:56-04:00\"},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/memberpress.com\\\/de\\\/#website\",\"url\":\"https:\\\/\\\/memberpress.com\\\/de\\\/\",\"name\":\"MemberPress\",\"description\":\"The All-In-One WordPress Membership Plugin\",\"inLanguage\":\"de-DE\",\"publisher\":{\"@id\":\"https:\\\/\\\/memberpress.com\\\/de\\\/#organization\"}}]}\n\t\t<\/script>\n\t\t<!-- All in One SEO Pro -->\r\n\t\t<title>Customer Lifetime Value Vs. Churn Rate: Is One More Important?<\/title>\n\n","aioseo_head_json":{"title":"Kundenlebensdauerwert vs. Churn Rate. Abwanderungsrate: Ist eines wichtiger?","description":"Erfahren Sie mehr \u00fcber Customer Lifetime Value Vs. Churn Rate und was wichtiger ist, wenn es darum geht, eine erfolgreiche Mitgliederseite zu betreiben.","canonical_url":"https:\/\/memberpress.com\/de\/blog\/customer-lifetime-value-vs-churn-rate-which-is-more-important\/","robots":"max-image-preview:large","keywords":"customer lifetime value vs. churn rate,churn,churn rate,customer lifetime value","webmasterTools":{"miscellaneous":""},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"BlogPosting","@id":"https:\/\/memberpress.com\/de\/blog\/customer-lifetime-value-vs-churn-rate-which-is-more-important\/#blogposting","name":"Customer Lifetime Value Vs. Churn Rate: Is One More Important?","headline":"Customer Lifetime Value Vs. Churn Rate: Is One More Important?","author":{"@id":"https:\/\/memberpress.com\/de\/blog\/author\/jfylan\/#author"},"publisher":{"@id":"https:\/\/memberpress.com\/de\/#organization"},"image":{"@type":"ImageObject","url":"https:\/\/memberpress.com\/wp-content\/uploads\/2019\/12\/CLV-vs-Churn-Rate-FT.jpg","width":1107,"height":733,"caption":"CLV vs Churn Rate FT"},"datePublished":"2019-12-19T10:52:32-05:00","dateModified":"2025-05-19T08:34:56-04:00","inLanguage":"de-DE","mainEntityOfPage":{"@id":"https:\/\/memberpress.com\/de\/blog\/customer-lifetime-value-vs-churn-rate-which-is-more-important\/#webpage"},"isPartOf":{"@id":"https:\/\/memberpress.com\/de\/blog\/customer-lifetime-value-vs-churn-rate-which-is-more-important\/#webpage"},"articleSection":"Membership Site, Retention and Loyalty, churn, churn rate, customer lifetime value"},{"@type":"BreadcrumbList","@id":"https:\/\/memberpress.com\/de\/blog\/customer-lifetime-value-vs-churn-rate-which-is-more-important\/#breadcrumblist","itemListElement":[{"@type":"ListItem","@id":"https:\/\/memberpress.com\/de\/#listItem","position":1,"name":"Home","item":"https:\/\/memberpress.com\/de\/","nextItem":{"@type":"ListItem","@id":"https:\/\/memberpress.com\/de\/blog\/category\/membership-site\/#listItem","name":"Membership Site"}},{"@type":"ListItem","@id":"https:\/\/memberpress.com\/de\/blog\/category\/membership-site\/#listItem","position":2,"name":"Membership Site","item":"https:\/\/memberpress.com\/de\/blog\/category\/membership-site\/","nextItem":{"@type":"ListItem","@id":"https:\/\/memberpress.com\/de\/blog\/customer-lifetime-value-vs-churn-rate-which-is-more-important\/#listItem","name":"Customer Lifetime Value Vs. Churn Rate: Is One More Important?"},"previousItem":{"@type":"ListItem","@id":"https:\/\/memberpress.com\/de\/#listItem","name":"Home"}},{"@type":"ListItem","@id":"https:\/\/memberpress.com\/de\/blog\/customer-lifetime-value-vs-churn-rate-which-is-more-important\/#listItem","position":3,"name":"Customer Lifetime Value Vs. Churn Rate: Is One More Important?","previousItem":{"@type":"ListItem","@id":"https:\/\/memberpress.com\/de\/blog\/category\/membership-site\/#listItem","name":"Membership Site"}}]},{"@type":"Organization","@id":"https:\/\/memberpress.com\/de\/#organization","name":"MemberPress","description":"The All-In-One WordPress Membership Plugin","url":"https:\/\/memberpress.com\/de\/","logo":{"@type":"ImageObject","url":"https:\/\/memberpress.com\/wp-content\/uploads\/2022\/10\/mp-icon-RGB_Icon-01.jpg","@id":"https:\/\/memberpress.com\/de\/blog\/customer-lifetime-value-vs-churn-rate-which-is-more-important\/#organizationLogo","width":1650,"height":1275,"caption":"memberpress logo icon"},"image":{"@id":"https:\/\/memberpress.com\/de\/blog\/customer-lifetime-value-vs-churn-rate-which-is-more-important\/#organizationLogo"},"sameAs":["https:\/\/www.instagram.com\/memberpress\/","https:\/\/www.pinterest.com\/memberpressplugin\/","https:\/\/www.youtube.com\/c\/MemberPressPlugin","https:\/\/www.linkedin.com\/company\/memberpress\/"]},{"@type":"Person","@id":"https:\/\/memberpress.com\/de\/blog\/author\/jfylan\/#author","url":"https:\/\/memberpress.com\/de\/blog\/author\/jfylan\/","name":"Joe Fylan","image":{"@type":"ImageObject","@id":"https:\/\/memberpress.com\/de\/blog\/customer-lifetime-value-vs-churn-rate-which-is-more-important\/#authorImage","url":"https:\/\/memberpress.com\/wp-content\/litespeed\/avatar\/8efbb5b67aecb906b5f72f49bd070141.jpg?ver=1790651466","width":96,"height":96,"caption":"Joe Fylan"}},{"@type":"WebPage","@id":"https:\/\/memberpress.com\/de\/blog\/customer-lifetime-value-vs-churn-rate-which-is-more-important\/#webpage","url":"https:\/\/memberpress.com\/de\/blog\/customer-lifetime-value-vs-churn-rate-which-is-more-important\/","name":"Customer Lifetime Value Vs. Churn Rate: Is One More Important?","description":"Find out more about Customer Lifetime Value Vs. Churn Rate and which is more important when it comes to running a successful membership site.","inLanguage":"de-DE","isPartOf":{"@id":"https:\/\/memberpress.com\/de\/#website"},"breadcrumb":{"@id":"https:\/\/memberpress.com\/de\/blog\/customer-lifetime-value-vs-churn-rate-which-is-more-important\/#breadcrumblist"},"author":{"@id":"https:\/\/memberpress.com\/de\/blog\/author\/jfylan\/#author"},"creator":{"@id":"https:\/\/memberpress.com\/de\/blog\/author\/jfylan\/#author"},"image":{"@type":"ImageObject","url":"https:\/\/memberpress.com\/wp-content\/uploads\/2019\/12\/CLV-vs-Churn-Rate-FT.jpg","@id":"https:\/\/memberpress.com\/de\/blog\/customer-lifetime-value-vs-churn-rate-which-is-more-important\/#mainImage","width":1107,"height":733,"caption":"CLV vs Churn Rate FT"},"primaryImageOfPage":{"@id":"https:\/\/memberpress.com\/de\/blog\/customer-lifetime-value-vs-churn-rate-which-is-more-important\/#mainImage"},"datePublished":"2019-12-19T10:52:32-05:00","dateModified":"2025-05-19T08:34:56-04:00"},{"@type":"WebSite","@id":"https:\/\/memberpress.com\/de\/#website","url":"https:\/\/memberpress.com\/de\/","name":"MemberPress","description":"The All-In-One WordPress Membership Plugin","inLanguage":"de-DE","publisher":{"@id":"https:\/\/memberpress.com\/de\/#organization"}}]},"og:locale":"de_DE","og:site_name":"MemberPress","og:type":"article","og:title":"Customer Lifetime Value Vs. Churn Rate: Is One More Important?","og:description":"Find out more about Customer Lifetime Value Vs. Churn Rate and which is more important when it comes to running a successful membership site.","og:url":"https:\/\/memberpress.com\/de\/blog\/customer-lifetime-value-vs-churn-rate-which-is-more-important\/","og:image":"https:\/\/memberpress.com\/wp-content\/uploads\/2019\/12\/CLV-vs-Churn-Rate-FT.jpg","og:image:secure_url":"https:\/\/memberpress.com\/wp-content\/uploads\/2019\/12\/CLV-vs-Churn-Rate-FT.jpg","og:image:width":1107,"og:image:height":733,"article:published_time":"2019-12-19T17:52:32+00:00","article:modified_time":"2025-05-19T12:34:56+00:00","article:publisher":"https:\/\/www.facebook.com\/memberpress\/","twitter:card":"summary_large_image","twitter:site":"@memberpress","twitter:title":"Customer Lifetime Value Vs. Churn Rate: Is One More Important?","twitter:description":"Find out more about Customer Lifetime Value Vs. Churn Rate and which is more important when it comes to running a successful membership site.","twitter:image":"https:\/\/memberpress.com\/wp-content\/uploads\/2019\/12\/CLV-vs-Churn-Rate-FT.jpg"},"aioseo_meta_data":{"post_id":"20520","title":null,"description":"Erfahren Sie mehr \u00fcber Customer Lifetime Value Vs. Churn Rate und was wichtiger ist, wenn es darum geht, eine erfolgreiche Mitgliederseite zu betreiben.","keywords":[{"label":"Customer Lifetime Value Vs. Churn Rate","value":"Customer Lifetime Value Vs. Churn Rate"}],"keyphrases":{"focus":{"keyphrase":"","score":0,"analysis":{"keyphraseInTitle":{"score":0,"maxScore":9,"error":1}}},"additional":[]},"primary_term":null,"canonical_url":null,"og_title":null,"og_description":null,"og_object_type":"default","og_image_type":"default","og_image_url":null,"og_image_width":null,"og_image_height":null,"og_image_custom_url":null,"og_image_custom_fields":null,"og_video":"","og_custom_url":null,"og_article_section":null,"og_article_tags":null,"twitter_use_og":false,"twitter_card":"default","twitter_image_type":"default","twitter_image_url":null,"twitter_image_custom_url":null,"twitter_image_custom_fields":null,"twitter_title":null,"twitter_description":null,"schema":{"blockGraphs":[],"customGraphs":[],"default":{"data":{"Article":[],"Course":[],"Dataset":[],"FAQPage":[],"Movie":[],"Person":[],"Product":[],"ProductReview":[],"Car":[],"Recipe":[],"Service":[],"SoftwareApplication":[],"WebPage":[]},"graphName":"BlogPosting","isEnabled":true},"graphs":[]},"schema_type":null,"schema_type_options":null,"pillar_content":false,"robots_default":true,"robots_noindex":false,"robots_noarchive":false,"robots_nosnippet":false,"robots_nofollow":false,"robots_noimageindex":false,"robots_noodp":false,"robots_notranslate":false,"robots_max_snippet":"-1","robots_max_videopreview":"-1","robots_max_imagepreview":"large","priority":null,"frequency":"default","local_seo":null,"seo_analyzer_scan_date":"2026-08-20 20:55:49","breadcrumb_settings":null,"limit_modified_date":false,"reviewed_by":null,"open_ai":"{\"title\":{\"suggestions\":[],\"usage\":0},\"description\":{\"suggestions\":[],\"usage\":0}}","ai":null,"created":"2020-12-21 16:17:37","updated":"2026-09-28 18:46:15","focus_keyword":null,"additional_keywords":null,"truseo_locale":null},"aioseo_breadcrumb":"<div class=\"aioseo-breadcrumbs\"><span class=\"aioseo-breadcrumb\">\n\t<a href=\"https:\/\/memberpress.com\/de\/\" title=\"Home\">Home<\/a>\n<\/span><span class=\"aioseo-breadcrumb-separator\">\u00bb<\/span><span class=\"aioseo-breadcrumb\">\n\t<a href=\"https:\/\/memberpress.com\/de\/blog\/category\/membership-site\/\" title=\"Membership Site\">Membership Site<\/a>\n<\/span><span class=\"aioseo-breadcrumb-separator\">\u00bb<\/span><span class=\"aioseo-breadcrumb\">\n\tCustomer Lifetime Value Vs. Churn Rate: Is One More Important?\n<\/span><\/div>","aioseo_breadcrumb_json":[{"label":"Home","link":"https:\/\/memberpress.com\/de\/"},{"label":"Membership Site","link":"https:\/\/memberpress.com\/de\/blog\/category\/membership-site\/"},{"label":"Customer Lifetime Value Vs. Churn Rate: Is One More Important?","link":"https:\/\/memberpress.com\/de\/blog\/customer-lifetime-value-vs-churn-rate-which-is-more-important\/"}],"_links":{"self":[{"href":"https:\/\/memberpress.com\/de\/wp-json\/wp\/v2\/posts\/20520","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/memberpress.com\/de\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/memberpress.com\/de\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/memberpress.com\/de\/wp-json\/wp\/v2\/users\/2122"}],"replies":[{"embeddable":true,"href":"https:\/\/memberpress.com\/de\/wp-json\/wp\/v2\/comments?post=20520"}],"version-history":[{"count":1,"href":"https:\/\/memberpress.com\/de\/wp-json\/wp\/v2\/posts\/20520\/revisions"}],"predecessor-version":[{"id":72771,"href":"https:\/\/memberpress.com\/de\/wp-json\/wp\/v2\/posts\/20520\/revisions\/72771"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/memberpress.com\/de\/wp-json\/wp\/v2\/media\/20522"}],"wp:attachment":[{"href":"https:\/\/memberpress.com\/de\/wp-json\/wp\/v2\/media?parent=20520"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/memberpress.com\/de\/wp-json\/wp\/v2\/categories?post=20520"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/memberpress.com\/de\/wp-json\/wp\/v2\/tags?post=20520"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}