Extending the lifetime value of your customer — Roli Saxena // Adroll

President of Adroll, Roli Saxena, talks about how you can launch, grow, and scale your eCommerce business on eCommerce Growth Week. It doesn’t just stop when you land the first sale. To grow your business effectively, you need repeat customers. Today, Roli explains how you can extend the lifetime value of your customer.

Show Notes

  • 02:13
    Extending the lifetime value of a customer
    Focus on the customer journey and getting them through your sales funnel. The investment is worth the long-term benefits and it gets easier over time.
  • 04:33
    Understanding the subscription model
    You can sell multiple products for different uses. This is a great way to upsell and create repeat customers while building brand loyalty.
  • 06:38
    Deciding whats a worthwhile product extension
    Be very clear about what you are offering on the market. While product extension can help, you dont want to start branching out too early.
  • 08:32
    How to prioritize what you invest in
    It all depends on what stage youre at in your business. Pay attention to the lifetime value of your customer and the cost of acquisition.
  • 12:20
    How to raise the lifetime value of your customers
    Find ways to cross promote to existing customers. Look at their habits to figure out what else you can provide.
  • 13:29
    How to take advantage of the current eCommerce business model
    Today, its about standing out from the competition. You want to create a community around your brand to build trust, loyalty, and long-term customer relationships.
  • 15:53
    Monetizing your eCommerce data
    You could start selling your valuable ecommerce data. But that will involve a lot of attention to data privacy laws.


  • “Acquiring customers is twice as expensive as retaining them and creating more value through repeat purchases." - Roli Saxena, President, Adroll

  • "only 18% of e-commerce brands that we've actually researched invest in lifetime marketing." - Roli Saxena, President, Adroll

  • "Only a fifth of all the e-commerce brands really invest in lifetime marketing because it's just hard. But it becomes easier as you've been in the market for a while." - Roli Saxena, President, Adroll

  • “80% of eCommerce brands that have recently gone public...and are able to drive the recurring spend are far more successful and have a higher value ...” - Roli Saxena, President, Adroll

  • “I think it is not only risky to start extending your product too quickly. It is also important to understand how you make that extension.” - Roli Saxena, President, Adroll

  • “The more meaningful metric to think about is lifetime value divided by cost of customer acquisition...” - Roli Saxena, President, Adroll

  • “The ideal ratio for an LTV to CAC is anything between 3 to 5... you're making 3x as much money off of your customer for every $1 spent acquiring them.” - Roli Saxena, President, Adroll

  • “Leveraging the existing data you have to customize the buying experience, to me, is that the effective way to cross sell.” - Benjamin Shapiro, Host, MarTech podcast

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