{"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\/pt\/blog\/customer-lifetime-value-vs-churn-rate-which-is-more-important\/","title":{"rendered":"Valor da vida \u00fatil do cliente versus taxa de rotatividade. Taxa de rotatividade: Um \u00e9 mais importante?"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Como propriet\u00e1rio de uma empresa, voc\u00ea precisa garantir o sucesso do seu site. E uma grande parte desse processo \u00e9 considerar o valor da vida \u00fatil de seus membros e a taxa de rotatividade de seu site.<\/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-6aa1ad800c670\" class=\"ez-toc-cssicon-toggle-label\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">O QUE H\u00c1 DENTRO<\/p>\n<span class=\"ez-toc-cssicon\"><span class=\"eztoc-hide\" style=\"display:none;\">Alternar<\/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-6aa1ad800c670\"  \/><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\/pt\/blog\/customer-lifetime-value-vs-churn-rate-which-is-more-important\/#What_are_Customer_Lifetime_Value_and_Churn_Rate\" >O que s\u00e3o Customer Lifetime Value e 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\/pt\/blog\/customer-lifetime-value-vs-churn-rate-which-is-more-important\/#Customer_Lifetime_Value_Explained\" >Explica\u00e7\u00e3o sobre o valor da vida \u00fatil do 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\/pt\/blog\/customer-lifetime-value-vs-churn-rate-which-is-more-important\/#Churn_Rate_Explained\" >Explica\u00e7\u00e3o da taxa de rotatividade<\/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\/pt\/blog\/customer-lifetime-value-vs-churn-rate-which-is-more-important\/#Which_Is_More_Important_Customer_Lifetime_Value_or_Churn_Rate\" >O que \u00e9 mais importante: o valor da vida \u00fatil do cliente ou a taxa de rotatividade?<\/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\/pt\/blog\/customer-lifetime-value-vs-churn-rate-which-is-more-important\/#How_to_Increase_Customer_Lifetime_Value\" >Como aumentar o valor da vida \u00fatil do 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\/pt\/blog\/customer-lifetime-value-vs-churn-rate-which-is-more-important\/#Final_Thoughts\" >Considera\u00e7\u00f5es finais<\/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\">Vamos come\u00e7ar!<\/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>O que s\u00e3o Customer Lifetime Value e 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>Explica\u00e7\u00e3o sobre o valor da vida \u00fatil do cliente<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">O valor da vida \u00fatil do cliente (CLV) \u00e9 um termo usado para descrever o valor de cada cliente (ou membro, no nosso caso) para sua empresa.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Por que voc\u00ea precisa conhecer seu CLV<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Compreender quanto lucro, em m\u00e9dia, cada membro do seu site gera permite que voc\u00ea tome decis\u00f5es mais informadas sobre o investimento em seu neg\u00f3cio.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Se voc\u00ea sabe que o CLV m\u00e9dio do seu site \u00e9 de $100 e voc\u00ea tem 100 membros, sua empresa deveria estar gerando uma receita m\u00e9dia de $10.000.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Munido dessas informa\u00e7\u00f5es, voc\u00ea pode criar um or\u00e7amento mais realista para seu site de associa\u00e7\u00e3o. Essas informa\u00e7\u00f5es o ajudam a delinear quanto voc\u00ea pode gastar para melhorar e <a href=\"https:\/\/memberpress.com\/pt\/3-marketing-strategies-for-successful-membership-sites\/\">marketing de sua empresa<\/a>al\u00e9m de fornecer informa\u00e7\u00f5es sobre como gerenciar outros custos envolvidos na administra\u00e7\u00e3o do seu site.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Saber o valor de cada novo membro que voc\u00ea inscreve tamb\u00e9m o ajuda a evitar gastar mais na aquisi\u00e7\u00e3o desses novos membros do que voc\u00ea receber\u00e1 de volta em taxas de assinatura e outras transa\u00e7\u00f5es.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Como calcular seu CLV<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">A forma de calcular o valor do tempo de vida do cliente depende do tipo de site de associa\u00e7\u00e3o que voc\u00ea est\u00e1 administrando e do modelo de pagamento e assinatura.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Usando um site b\u00e1sico de associa\u00e7\u00e3o como exemplo, podemos calcular o CLV multiplicando a taxa de assinatura mensal pela dura\u00e7\u00e3o m\u00e9dia de uma assinatura t\u00edpica no site. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Imagine que sua associa\u00e7\u00e3o custe $20 por m\u00eas e que a dura\u00e7\u00e3o t\u00edpica de uma associa\u00e7\u00e3o seja de seis meses. Com base nesses n\u00fameros, o CLV de um membro de seu site seria de seis meses vezes $20 por m\u00eas, ou $120.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Se o seu site de associa\u00e7\u00e3o tamb\u00e9m tiver uma taxa de inscri\u00e7\u00e3o de $10, o CLV aumentar\u00e1 para $130.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As coisas ficam mais complicadas se o seu site de associa\u00e7\u00e3o tiver extras opcionais. Esses extras podem incluir coisas como acesso a conte\u00fado premium a um custo mais alto, v\u00e1rios planos de pre\u00e7os ou produtos separados para venda. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">De qualquer forma, uma an\u00e1lise dos seus registros e algumas m\u00e9dias gerais permitir\u00e3o calcular o seu CLV exclusivo, independentemente da sua estrutura de pre\u00e7os.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Como voc\u00ea pode ver, seu CLV \u00e9 muito importante para a sa\u00fade de seu site de associa\u00e7\u00e3o, mas ser\u00e1 que ele \u00e9 mais importante do que a taxa de rotatividade?<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Churn_Rate_Explained\"><\/span>Explica\u00e7\u00e3o da taxa de rotatividade<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> o CLV de seu site de associa\u00e7\u00e3o para que ele gere mais receita, voc\u00ea dever\u00e1 <em>reduzir<\/em> a taxa de rotatividade o m\u00e1ximo que voc\u00ea puder.<\/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\">H\u00e1 muitos motivos pelos quais os membros abandonam seu site.<\/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\/pt\/end-involuntary-membership-site-churn\/\">acabar com a rotatividade involunt\u00e1ria de sites de associa\u00e7\u00e3o<\/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\/pt\/reducing-your-membership-sites-churn\/\" title=\"\">reduzir esse tipo de rotatividade de sites de associa\u00e7\u00e3o<\/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>O que \u00e9 mais importante: o valor da vida \u00fatil do cliente ou a taxa de rotatividade?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">N\u00e3o h\u00e1 uma resposta f\u00e1cil para essa pergunta, pois as m\u00e9tricas de CLV e taxa de rotatividade est\u00e3o intimamente ligadas.<\/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>Como aumentar o valor da vida \u00fatil do cliente<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Uma maneira simples de aumentar o valor do tempo de vida do cliente em seu site \u00e9 aumentar as taxas de associa\u00e7\u00e3o.<\/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>Considera\u00e7\u00f5es finais<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Alcan\u00e7ar uma baixa taxa de rotatividade e um alto CLV s\u00e3o dois aspectos muito importantes do gerenciamento de um site de associa\u00e7\u00e3o saud\u00e1vel.<\/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\/pt\/blog\/how-to-raise-prices-without-losing-customers\/\"   class=\"button button-orange center\">Relacionado: Como aumentar os pre\u00e7os sem perder clientes \ud83d\udc49<\/a>\n<\/div>\n\n\n\n\n<p class=\"wp-block-paragraph\">Na maioria dos casos, o que voc\u00ea fizer para reduzir a taxa de rotatividade do seu site de associa\u00e7\u00e3o, como adicionar mais conte\u00fado, tamb\u00e9m permitir\u00e1 que voc\u00ea aumente suas taxas. Esses esfor\u00e7os tamb\u00e9m devem aumentar seu CLV, tornando seu site de associa\u00e7\u00e3o mais atraente para seu p\u00fablico-alvo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">No final das contas, n\u00e3o \u00e9 poss\u00edvel dizer se o CLV ou a taxa de rotatividade de seu site de associa\u00e7\u00e3o \u00e9 mais importante. As duas m\u00e9tricas sempre trabalhar\u00e3o em conjunto.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Para obter mais dicas sobre como reter membros e mant\u00ea-los fi\u00e9is ao seu site, leia nossa postagem <em><a href=\"https:\/\/memberpress.com\/pt\/blog\/return-visitors-membership-site\/\" title=\"\">Como gerar visitantes de retorno para seu site de associa\u00e7\u00e3o.<\/a><\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Voc\u00ea tem algum m\u00e9todo testado e comprovado para aumentar o valor do tempo de vida do cliente e reduzir a taxa de rotatividade do seu site de associa\u00e7\u00e3o? Conte-nos na se\u00e7\u00e3o de coment\u00e1rios!<\/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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