{"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_86 ez-toc-wrap-center counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<label for=\"ez-toc-cssicon-toggle-item-6a8ab58a9f701\" 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-6a8ab58a9f701\"  \/><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 this article we\u2019ll look these two important factors \u2014 customer lifetime value (CLV) and churn rate \u2014 to help you gain a better understanding of them and their importance to the success of your site.<\/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\">We\u2019ll start by quickly defining what CLV and churn rate mean in relation to subscription and membership sites.<\/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\">Knowing the churn rate of your membership site is just as important as knowing the CLV. And, as you\u2019ll see, the two are closely related.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">However, whereas you\u2019ll want to <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\">Churn rate refers to the number of members who leave your site over a period of time \u2014 usually a year. The higher the churn rate, the greater the number of members ending their subscriptions, thereby reducing your site\u2019s CLV.<\/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 some cases, subscriptions can end involuntarily, such as when a member\u2019s method of payment expires. Fortunately, this problem has an easy fix. We suggest you take a look at a few useful tools you can use to <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\">However, in some cases, a member will leave because they no longer feel they\u2019re getting value from their subscription. This is a more difficult problem to address, but there are still many things you can do to <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\">As mentioned, if your site has a high churn rate because members are canceling their subscriptions shortly after joining, that will have a huge impact on your site\u2019s CLV. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A low churn rate, on the other hand, means that you\u2019re retaining your members and they\u2019re paying their monthly fees for a longer time \u2014 this will result in a higher CLV.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">With that in mind, both the CLV and churn rate are vitally important to the success of your membership site. However, once you\u2019ve achieved a low churn rate, you can still do more to increase your site\u2019s CLV.<\/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\">Raising your prices does have the potential to increase your site\u2019s churn rate. However, if the price increases are supported with enough value to justify them, you\u2019ll see your CLV increase.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You can also generate revenue from your users in other ways to increase your CLV. For example, you can offer extras in exchange for a one-time fee, such as access to an online event or a product like an eBook. If your members pay for these extras on top of their membership fees, it will improve your site\u2019s CLV.<\/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\">If your site has recurring subscription fees, then reducing the churn rate will increase the customer lifetime value. It\u2019s simple: the longer a user remains a member of your site, the more revenue they will generate.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you\u2019re struggling to get your churn rate down, you can still increase CLV through subscription fee increases or by selling other products and services to your members.<\/p>\n\n\n\n<div class=\"block-mp-button-wrap\">\n\t<a id=\"button-block_41328eac4e9dd7fe1c4d4eb0d9a5891c\" 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 \ud83d\udc49<\/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\u2019ll look these two important factors \u2014 customer lifetime value (CLV) and churn rate \u2014 to help [\u2026]<\/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,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_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 5.0.1 - aioseo.com -->\n\t<meta name=\"description\" content=\"Find out more about Customer Lifetime Value Vs. 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