{"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\/es\/blog\/customer-lifetime-value-vs-churn-rate-which-is-more-important\/","title":{"rendered":"Valor de vida del cliente Vs. Tasa de abandono: \u00bfEs uno m\u00e1s importante?"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Como empresario, tiene que garantizar el \u00e9xito de su sitio web. Y gran parte de ese proceso consiste en tener en cuenta el valor de por vida de sus miembros y la tasa de rotaci\u00f3n de su sitio.<\/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-6abc1f2267f88\" class=\"ez-toc-cssicon-toggle-label\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">QU\u00c9 HAY DENTRO<\/p>\n<span class=\"ez-toc-cssicon\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/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-6abc1f2267f88\"  \/><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\/es\/blog\/customer-lifetime-value-vs-churn-rate-which-is-more-important\/#What_are_Customer_Lifetime_Value_and_Churn_Rate\" >\u00bfQu\u00e9 son el valor de vida del cliente y la tasa de rotaci\u00f3n?<\/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\/es\/blog\/customer-lifetime-value-vs-churn-rate-which-is-more-important\/#Customer_Lifetime_Value_Explained\" >Explicaci\u00f3n del valor del ciclo de vida del cliente<\/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\/es\/blog\/customer-lifetime-value-vs-churn-rate-which-is-more-important\/#Churn_Rate_Explained\" >Explicaci\u00f3n de la tasa de rotaci\u00f3n<\/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\/es\/blog\/customer-lifetime-value-vs-churn-rate-which-is-more-important\/#Which_Is_More_Important_Customer_Lifetime_Value_or_Churn_Rate\" >\u00bfQu\u00e9 es m\u00e1s importante, el valor de vida del cliente o la tasa de abandono?<\/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\/es\/blog\/customer-lifetime-value-vs-churn-rate-which-is-more-important\/#How_to_Increase_Customer_Lifetime_Value\" >C\u00f3mo aumentar el valor de vida del cliente<\/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\/es\/blog\/customer-lifetime-value-vs-churn-rate-which-is-more-important\/#Final_Thoughts\" >Reflexiones finales<\/a><\/li><\/ul><\/nav><\/div>\n\n\n\n\n<p class=\"wp-block-paragraph\">En este art\u00edculo analizaremos estos dos factores importantes \u2014el valor del ciclo de vida del cliente (CLV) y la tasa de abandono\u2014 para ayudarte a comprenderlos mejor y a entender su importancia para el \u00e9xito de tu sitio web.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Empecemos.<\/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>\u00bfQu\u00e9 son el valor de vida del cliente y la tasa de rotaci\u00f3n?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Empezaremos por definir brevemente qu\u00e9 significan los t\u00e9rminos \u00abCLV\u00bb y \u00abtasa de abandono\u00bb en el contexto de los sitios web de suscripci\u00f3n y de afiliaci\u00f3n.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Customer_Lifetime_Value_Explained\"><\/span>Explicaci\u00f3n del valor del ciclo de vida del cliente<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">El valor del ciclo de vida del cliente (CLV) es un t\u00e9rmino utilizado para describir cu\u00e1nto vale cada cliente (o miembro en nuestro caso) para su negocio.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Por qu\u00e9 necesita conocer su CLV<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Entender cu\u00e1nto beneficio genera, de media, cada miembro de su sitio le permite tomar decisiones m\u00e1s informadas a la hora de invertir en su negocio.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Si sabe que el CLV medio de su sitio es de $100, y tiene 100 miembros, su negocio deber\u00eda generar $10.000 de ingresos de media.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Armado con esta informaci\u00f3n, puede crear un presupuesto m\u00e1s realista para su sitio de membres\u00eda. Esta informaci\u00f3n le ayudar\u00e1 a determinar cu\u00e1nto puede gastar en mejorar y mejorar su sitio de afiliaci\u00f3n. <a href=\"https:\/\/memberpress.com\/es\/3-marketing-strategies-for-successful-membership-sites\/\">comercialice su empresa<\/a>adem\u00e1s de ofrecerle informaci\u00f3n sobre c\u00f3mo gestionar otros costes relacionados con el funcionamiento de su sitio web.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Saber cu\u00e1nto vale cada nuevo afiliado que contrata tambi\u00e9n le ayuda a evitar gastar m\u00e1s en la captaci\u00f3n de esos nuevos afiliados de lo que recuperar\u00e1 en cuotas de suscripci\u00f3n y otras transacciones.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">C\u00f3mo calcular su CLV<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">La forma de calcular el valor del ciclo de vida del cliente depende del tipo de sitio de afiliaci\u00f3n que est\u00e9 gestionando y de c\u00f3mo sea su modelo de pago y suscripci\u00f3n.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Utilizando como ejemplo un sitio web de afiliaci\u00f3n b\u00e1sico, podemos calcular el CLV multiplicando la cuota de suscripci\u00f3n mensual por la duraci\u00f3n media de una suscripci\u00f3n t\u00edpica en el sitio. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Imagine que su afiliaci\u00f3n cuesta $20 al mes y que la duraci\u00f3n t\u00edpica de una afiliaci\u00f3n es de seis meses. Bas\u00e1ndose en estas cifras, el CLV de un miembro de su sitio ser\u00eda de seis meses por $20 al mes, o $120.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Si su sitio de afiliaci\u00f3n tambi\u00e9n tiene una cuota de inscripci\u00f3n de $10, el CLV aumentar\u00eda a $130.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Las cosas se complican si su sitio de afiliaci\u00f3n tiene extras opcionales. Estos extras pueden incluir cosas como el acceso a contenidos premium a un coste m\u00e1s elevado, m\u00faltiples planes de precios o productos independientes a la venta. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En cualquier caso, una mirada retrospectiva a sus registros y algunos promedios generales le permitir\u00e1n calcular su CLV \u00fanico independientemente de su estructura de precios.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Como puede ver, su CLV es muy importante para la salud de su sitio de afiliaci\u00f3n, pero \u00bfes m\u00e1s importante que la tasa de rotaci\u00f3n?<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Churn_Rate_Explained\"><\/span>Explicaci\u00f3n de la tasa de rotaci\u00f3n<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Conocer la tasa de abandono de tu sitio de suscripci\u00f3n es tan importante como conocer el CLV. Y, como ver\u00e1s, ambos conceptos est\u00e1n estrechamente relacionados.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sin embargo, aunque seguramente querr\u00e1s <em>aumentar<\/em> el CLV de su sitio de afiliaci\u00f3n para que genere m\u00e1s ingresos, querr\u00e1 <em>reducir<\/em> la tasa de rotaci\u00f3n en la medida de lo posible.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La tasa de abandono se refiere al n\u00famero de usuarios que abandonan tu sitio web durante un periodo de tiempo determinado, normalmente un a\u00f1o. Cuanto mayor sea la tasa de abandono, mayor ser\u00e1 el n\u00famero de usuarios que cancelen sus suscripciones, lo que reducir\u00e1 el valor de vida del cliente (CLV) de tu sitio web.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hay muchas razones por las que los miembros abandonan su sitio.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En algunos casos, las suscripciones pueden darse de baja de forma involuntaria, por ejemplo, cuando caduca el m\u00e9todo de pago de un miembro. Afortunadamente, este problema tiene una soluci\u00f3n sencilla. Te sugerimos que eches un vistazo a algunas herramientas \u00fatiles que puedes utilizar para <a href=\"https:\/\/memberpress.com\/es\/end-involuntary-membership-site-churn\/\">acabar con las bajas involuntarias en los sitios de afiliaci\u00f3n<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sin embargo, en algunos casos, un miembro se dar\u00e1 de baja porque ya no considera que su suscripci\u00f3n le aporte ning\u00fan valor. Se trata de un problema m\u00e1s dif\u00edcil de abordar, pero a\u00fan as\u00ed hay muchas cosas que puedes hacer para <a href=\"https:\/\/memberpress.com\/es\/reducing-your-membership-sites-churn\/\" title=\"\">reducir este tipo de rotaci\u00f3n en los sitios de afiliaci\u00f3n<\/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>\u00bfQu\u00e9 es m\u00e1s importante: el valor de vida del cliente o la tasa de rotaci\u00f3n?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">No hay una respuesta f\u00e1cil a esta pregunta, porque las m\u00e9tricas de CLV y de tasa de rotaci\u00f3n est\u00e1n estrechamente entrelazadas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Como ya se ha mencionado, si tu sitio web tiene una alta tasa de abandono porque los usuarios cancelan sus suscripciones poco despu\u00e9s de darse de alta, esto tendr\u00e1 un impacto enorme en el CLV de tu sitio web. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Por otro lado, una baja tasa de abandono significa que est\u00e1s reteniendo a tus socios y que estos pagan sus cuotas mensuales durante m\u00e1s tiempo, lo que se traducir\u00e1 en un CLV m\u00e1s alto.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Teniendo esto en cuenta, tanto el CLV como la tasa de abandono son fundamentales para el \u00e9xito de tu sitio de membres\u00eda. Sin embargo, una vez que hayas conseguido una tasa de abandono baja, a\u00fan puedes hacer m\u00e1s para aumentar el CLV de tu sitio.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_to_Increase_Customer_Lifetime_Value\"><\/span>C\u00f3mo aumentar el valor de vida del cliente<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Una forma sencilla de aumentar el valor de por vida del cliente de su sitio web es aumentar las cuotas de afiliaci\u00f3n.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Subir los precios s\u00ed que puede hacer que aumente la tasa de abandono de tu sitio web. Sin embargo, si las subidas de precio van acompa\u00f1adas de un valor a\u00f1adido suficiente que las justifique, ver\u00e1s c\u00f3mo aumenta tu CLV.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tambi\u00e9n puedes obtener ingresos de tus usuarios de otras formas para aumentar tu CLV. Por ejemplo, puedes ofrecer servicios adicionales a cambio de un pago \u00fanico, como el acceso a un evento en l\u00ednea o un producto, por ejemplo, un libro electr\u00f3nico. Si tus miembros pagan por estos servicios adicionales adem\u00e1s de sus cuotas de suscripci\u00f3n, mejorar\u00e1s el CLV de tu sitio web.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Final_Thoughts\"><\/span>Reflexiones finales<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Lograr una baja tasa de rotaci\u00f3n y un alto CLV son dos aspectos muy importantes de la gesti\u00f3n de un sitio de afiliaci\u00f3n saludable.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Si tu sitio web tiene cuotas de suscripci\u00f3n peri\u00f3dicas, reducir la tasa de abandono aumentar\u00e1 el valor del cliente a lo largo de su vida \u00fatil. Es sencillo: cuanto m\u00e1s tiempo permanezca un usuario como miembro de tu sitio web, m\u00e1s ingresos generar\u00e1.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Si te cuesta reducir la tasa de abandono, a\u00fan puedes aumentar el valor del ciclo de vida del cliente (CLV) mediante un aumento de las cuotas de suscripci\u00f3n o vendiendo otros productos y servicios a tus socios.<\/p>\n\n\n\n<div class=\"block-mp-button-wrap\">\n\t<a id=\"button-block_2a7950e200b6ac019ebf1526ed438024\" href=\"https:\/\/memberpress.com\/es\/blog\/how-to-raise-prices-without-losing-customers\/\"   class=\"button button-orange center\">Relacionados: C\u00f3mo subir los precios sin perder clientes ?<\/a>\n<\/div>\n\n\n\n\n<p class=\"wp-block-paragraph\">En la mayor\u00eda de los casos, lo que haga para reducir la tasa de rotaci\u00f3n de su sitio de afiliaci\u00f3n, como a\u00f1adir m\u00e1s contenido, tambi\u00e9n le permitir\u00e1 aumentar sus tarifas. Esos esfuerzos tambi\u00e9n deber\u00edan aumentar su CLV al hacer que su sitio de membres\u00eda sea m\u00e1s atractivo para su p\u00fablico objetivo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A la hora de la verdad, no es posible decir si es m\u00e1s importante el CLV o la tasa de rotaci\u00f3n de su sitio de afiliaci\u00f3n. Las dos m\u00e9tricas siempre trabajar\u00e1n en t\u00e1ndem.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Para m\u00e1s consejos sobre c\u00f3mo retener a los miembros y mantenerlos fieles a su sitio lea nuestro post <em><a href=\"https:\/\/memberpress.com\/es\/blog\/return-visitors-membership-site\/\" title=\"\">C\u00f3mo generar visitantes recurrentes para su sitio de afiliaci\u00f3n.<\/a><\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>\u00bfTiene alg\u00fan m\u00e9todo de eficacia probada para aumentar el valor del ciclo de vida del cliente y reducir la tasa de abandono de su sitio de afiliaci\u00f3n? H\u00e1ganoslo saber en la secci\u00f3n de comentarios.<\/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. 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