{"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_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-6a9047a36a183\" 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-6a9047a36a183\"  \/><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\">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\">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\">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>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\">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>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\">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\">Hay muchas razones por las que los miembros abandonan su sitio.<\/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\/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\">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\/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\">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>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\">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>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\">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\/es\/blog\/how-to-raise-prices-without-losing-customers\/\"   class=\"button button-orange center\">Relacionados: C\u00f3mo subir los precios sin perder clientes \ud83d\udc49<\/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\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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