{"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>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_82_2 ez-toc-wrap-center counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<label for=\"ez-toc-cssicon-toggle-item-6a558f45544b3\" 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-6a558f45544b3\"  \/><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>In diesem Artikel werden wir diese beiden wichtigen Faktoren - Customer Lifetime Value (CLV) und Abwanderungsrate - betrachten, um Ihnen ein besseres Verst\u00e4ndnis f\u00fcr sie und ihre Bedeutung f\u00fcr den Erfolg Ihrer Website zu vermitteln.<\/p>\n\n\n\n<p>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>Wir beginnen damit, kurz zu definieren, was CLV und Abwanderungsrate in Bezug auf Abonnement- und Mitgliedschaftsseiten 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>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>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>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>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>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>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>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>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>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>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>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>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>Die Kenntnis der Abwanderungsrate Ihrer Mitgliederseite ist ebenso wichtig wie die Kenntnis des CLV. Und wie Sie sehen werden, sind die beiden eng miteinander verbunden.<\/p>\n\n\n\n<p>Allerdings sollten 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>Die Abwanderungsrate bezieht sich auf die Anzahl der Mitglieder, die Ihre Website \u00fcber einen bestimmten Zeitraum - in der Regel ein Jahr - verlassen. Je h\u00f6her die Abwanderungsrate ist, desto gr\u00f6\u00dfer ist die Zahl der Mitglieder, die ihr Abonnement beenden, wodurch der CLV Ihrer Website sinkt.<\/p>\n\n\n\n<p>Es gibt viele Gr\u00fcnde, warum Mitglieder Ihre Website verlassen.<\/p>\n\n\n\n<p>In manchen F\u00e4llen k\u00f6nnen Abonnements unfreiwillig enden, z. B. wenn die Zahlungsmethode eines Mitglieds ausl\u00e4uft. Zum Gl\u00fcck l\u00e4sst sich dieses Problem leicht l\u00f6sen. Wir schlagen vor, dass Sie sich ein paar n\u00fctzliche Tools ansehen, die Sie verwenden k\u00f6nnen, um <a href=\"https:\/\/memberpress.com\/de\/end-involuntary-membership-site-churn\/\">Beendigung der unfreiwilligen Abwanderung von Mitgliedern<\/a>.<\/p>\n\n\n\n<p>In einigen F\u00e4llen verlassen die Mitglieder jedoch die Organisation, weil sie das Gef\u00fchl haben, dass ihr Abonnement keinen Nutzen mehr bringt. Dieses Problem ist schwieriger zu l\u00f6sen, aber es gibt immer noch viele Dinge, die Sie tun 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>Auf diese Frage gibt es keine einfache Antwort, denn die Kennzahlen CLV und Abwanderungsrate sind eng miteinander verwoben.<\/p>\n\n\n\n<p>Wenn Ihre Website eine hohe Abwanderungsrate hat, weil die Mitglieder ihre Abonnements kurz nach dem Beitritt k\u00fcndigen, hat dies enorme Auswirkungen auf den CLV Ihrer Website, wie bereits erw\u00e4hnt. <\/p>\n\n\n\n<p>Eine niedrige Abwanderungsrate hingegen bedeutet, dass Sie Ihre Mitglieder an sich binden und diese ihre monatlichen Geb\u00fchren \u00fcber einen l\u00e4ngeren Zeitraum zahlen - dies f\u00fchrt zu einem h\u00f6heren CLV.<\/p>\n\n\n\n<p>In diesem Sinne sind sowohl der CLV als auch die Abwanderungsrate von entscheidender Bedeutung f\u00fcr den Erfolg Ihrer Mitgliederseite. Wenn Sie jedoch eine niedrige Abwanderungsrate erreicht haben, k\u00f6nnen Sie immer noch mehr tun, um den CLV Ihrer Website zu erh\u00f6hen.<\/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>Eine einfache M\u00f6glichkeit, den Lebenszeitwert Ihrer Website zu steigern, besteht darin, die Mitgliedsbeitr\u00e4ge zu erh\u00f6hen.<\/p>\n\n\n\n<p>Preiserh\u00f6hungen k\u00f6nnen die Abwanderungsrate auf Ihrer Website erh\u00f6hen. Wenn die Preiserh\u00f6hungen jedoch mit einem ausreichenden Wert unterlegt sind, um sie zu rechtfertigen, werden Sie sehen, dass Ihr CLV steigt.<\/p>\n\n\n\n<p>Sie k\u00f6nnen auch auf andere Weise Einnahmen von Ihren Nutzern generieren, um Ihren CLV zu erh\u00f6hen. Sie k\u00f6nnen zum Beispiel Extras gegen eine einmalige Geb\u00fchr anbieten, wie den Zugang zu einer Online-Veranstaltung oder ein Produkt wie ein eBook. Wenn Ihre Mitglieder f\u00fcr diese Extras zus\u00e4tzlich zu ihren Mitgliedsbeitr\u00e4gen zahlen, erh\u00f6ht dies den 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>Eine niedrige Abwanderungsrate und ein hoher CLV sind zwei sehr wichtige Aspekte bei der Verwaltung einer gesunden Mitgliederseite.<\/p>\n\n\n\n<p>Wenn f\u00fcr Ihre Website wiederkehrende Abonnementgeb\u00fchren anfallen, wird durch die Senkung der Abwanderungsrate der Kundenlebenswert erh\u00f6ht. Es ist ganz einfach: Je l\u00e4nger ein Nutzer Mitglied auf Ihrer Website bleibt, desto mehr Umsatz wird er generieren.<\/p>\n\n\n\n<p>Wenn Sie Schwierigkeiten haben, Ihre Abwanderungsrate zu senken, k\u00f6nnen Sie den CLV immer noch durch eine Erh\u00f6hung der Mitgliedsbeitr\u00e4ge oder durch den Verkauf anderer Produkte und Dienstleistungen an Ihre Mitglieder steigern.<\/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>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>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>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><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":{"0":"post-20520","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-membership-site","8":"category-retention-and-loyalty","9":"tag-churn","10":"tag-churn-rate","11":"tag-customer-lifetime-value","12":"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 4.9.6.2 - aioseo.com -->\n\t<meta name=\"description\" content=\"Find out more about Customer Lifetime Value Vs. 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