{"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>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_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-6a6c4219042bb\" 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-6a6c4219042bb\"  \/><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>Neste artigo, analisaremos esses dois fatores importantes - valor da vida \u00fatil do cliente (CLV) e taxa de rotatividade - para ajud\u00e1-lo a entender melhor esses fatores e sua import\u00e2ncia para o sucesso do seu site.<\/p>\n\n\n\n<p>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>Come\u00e7aremos definindo rapidamente o que significa CLV e taxa de rotatividade em rela\u00e7\u00e3o a sites de assinatura e associa\u00e7\u00e3o.<\/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>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>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>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>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>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>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>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>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>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>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>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>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>Conhecer a taxa de rotatividade de seu site de associa\u00e7\u00e3o \u00e9 t\u00e3o importante quanto conhecer o CLV. E, como voc\u00ea ver\u00e1, os dois est\u00e3o intimamente relacionados.<\/p>\n\n\n\n<p>No entanto, embora voc\u00ea queira <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>A taxa de rotatividade refere-se ao n\u00famero de membros que deixam seu site em um per\u00edodo de tempo, geralmente um ano. Quanto maior a taxa de rotatividade, maior o n\u00famero de membros que encerram suas assinaturas, reduzindo, assim, o CLV do seu site.<\/p>\n\n\n\n<p>H\u00e1 muitos motivos pelos quais os membros abandonam seu site.<\/p>\n\n\n\n<p>Em alguns casos, as assinaturas podem ser encerradas involuntariamente, por exemplo, quando o m\u00e9todo de pagamento de um membro expira. Felizmente, esse problema tem uma solu\u00e7\u00e3o f\u00e1cil. Sugerimos que voc\u00ea d\u00ea uma olhada em algumas ferramentas \u00fateis que podem ser usadas para <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>No entanto, em alguns casos, um membro sair\u00e1 porque acha que n\u00e3o est\u00e1 mais recebendo valor de sua assinatura. Esse \u00e9 um problema mais dif\u00edcil de resolver, mas ainda h\u00e1 muitas coisas que voc\u00ea pode fazer para <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>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>Conforme mencionado, se o seu site tiver uma alta taxa de rotatividade porque os membros est\u00e3o cancelando suas assinaturas logo ap\u00f3s a ades\u00e3o, isso ter\u00e1 um grande impacto no CLV do seu site. <\/p>\n\n\n\n<p>Uma baixa taxa de rotatividade, por outro lado, significa que voc\u00ea est\u00e1 retendo seus membros e que eles est\u00e3o pagando suas mensalidades por mais tempo, o que resultar\u00e1 em um CLV mais alto.<\/p>\n\n\n\n<p>Com isso em mente, tanto o CLV quanto a taxa de rotatividade s\u00e3o de vital import\u00e2ncia para o sucesso de seu site de associa\u00e7\u00e3o. No entanto, depois de atingir uma baixa taxa de rotatividade, voc\u00ea ainda pode fazer mais para aumentar o CLV do seu site.<\/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>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>Aumentar os pre\u00e7os tem o potencial de aumentar a taxa de rotatividade do site. No entanto, se os aumentos de pre\u00e7os forem apoiados por valor suficiente para justific\u00e1-los, voc\u00ea ver\u00e1 seu CLV aumentar.<\/p>\n\n\n\n<p>Voc\u00ea tamb\u00e9m pode gerar receita com seus usu\u00e1rios de outras maneiras para aumentar seu CLV. Por exemplo, voc\u00ea pode oferecer extras em troca de uma taxa \u00fanica, como acesso a um evento on-line ou a um produto como um eBook. Se seus membros pagarem por esses extras al\u00e9m das taxas de associa\u00e7\u00e3o, isso aumentar\u00e1 o CLV do seu site.<\/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>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>Se o seu site tiver taxas de assinatura recorrentes, a redu\u00e7\u00e3o da taxa de rotatividade aumentar\u00e1 o valor do tempo de vida do cliente. \u00c9 simples: quanto mais tempo um usu\u00e1rio permanecer como membro do seu site, mais receita ele gerar\u00e1.<\/p>\n\n\n\n<p>Se estiver com dificuldades para reduzir a taxa de rotatividade, voc\u00ea ainda pode aumentar o CLV por meio de aumentos na taxa de assinatura ou da venda de outros produtos e servi\u00e7os aos associados.<\/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>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>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>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><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":{"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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