如何提高SaaS客户的完整生命周期价值
发布时间： 2025年8月8日
最后更新： 8 月 29, 2025
为了提高SaaS业务的客户终身价值，您必须实施精准的策略来延长客户订阅并增加他们随时间推移产生的收益。该指标——称为 CLV、CLTV或LTV —is the definitive indicator of a software company’s long-term financial health and product-market fit. A higher SaaS LTV is the direct result of a systematic, data-driven approach to customer success. This guide presents a methodology that describes factors affecting SaaS customer lifetime value.
要计算您的 SaaS 客户终身价值，请使用我们的 在线 SaaS CLV 计算器
战略性 onboarding 体验
The onboarding phase is a critical opportunity to influence long-term value. According to Wyzowl, 86% 的用户 say they would be more loyal to a business if the onboarding and educational content was excellent. A generalized tour may not maximize all possible benefits. A superior strategy is all about segmenting users and applying a high-touch, manual process for high-potential accounts to maximize their activation and long-term commitment.
首先，您需要确定哪种入职策略适合您的模型。回答以下问题以确定正确的方法：
- 产品复杂性： 用户需要多少初始设置和学习才能体验到您软件的核心价值（“顿悟时刻”）？（低/中/高）
- 平均合同价值 (ACV)： 您的定价是低（例如，<$50/月）还是高（例如，>$500/月）？定价较低的公司 每用户平均收入 (ARPU) （例如，$25-50）通常面临更高的客户流失率，这使得 有效的入职 更加重要。
- 团队负荷： 你的团队每周有多少小时可以切实用于手动入职培训？
根据您的回答，从下表中选择一个模型。
|
入职模型 |
最适合 |
主要特征 |
|
低接触（自动化） |
低 ACV，简单产品 |
应用内教程（例如，使用 Appcues）、清单、电子邮件序列、视频教程。 |
|
中等接触（混合） |
中等 ACV，中等复杂度 |
自动化入职培训加上触发的实时聊天（例如，使用 Intercom）、小组网络研讨会。 |
|
高接触（手动） |
高 ACV，复杂产品 |
一对一会话（强制性）、定制实施计划、专属成功经理。 |
对于旨在大幅提高 LTV 的 SaaS 创始人而言，至少针对一部分用户采用 High-Touch 模式，这是一种有效（尽管可能违反直觉）的策略。
The email client Superhuman, in its early stages, implemented a mandatory 30-minute, one-on-one video call for onboarding new customers, which related to its early adoption and $30/month price. This seemingly unscalable process was critical. It aimed to familiarize users with the software’s workflow, potentially impacting initial user churn. The substantial number of conversations supplied user feedback to the product team, possibly affecting the development loop based on the feedback from active users. The result was a product so sticky that it built a reputation for having long waitlists, a testament to the LTV created by this intensive process.
Check out tools like Calendly or SavvyCal to let users book onboarding sessions. Connect this to your CRM via Zapier to automatically tag users who have completed onboarding, allowing you to track their behavior and LTV against those who did not. A personalized onboarding experience may influence how valued customers feel initially.
促进协作式增长，深化整合
Integrating a product into a team’s workflow can affect its perceived value and its continued usage. 自检您的产品是否为协作而构建：
- 价值主张： 与个人使用相比，团队使用你的软件能否显著提升其价值主张？（例如，设计网站与撰写个人文档）
- 核心对象： 你的应用程序中的“原子单元”工作是什么（例如，文档、看板、报告）？这个单元本质上是可共享的吗？
- 用户角色： 你的产品是否天然支持不同的用户角色（例如，创建者、编辑者、评论者、查看者）？
如果对这些问题的回答是肯定的，那么以协作为导向的增长战略是提高客户生命周期价值 SaaS 的主要原因。
Figma, the design tool, is the quintessential example of this model. The core ‘multiplayer’ feature enables simultaneous access to a single file by designers, product managers, and developers. The design workflow changed, moving away from a siloed structure toward a collaborative model. A single designer might join for free, but to work effectively, they must invite their team. This creates a powerful internal loop where the team’s usage naturally pushes the account toward a paid Organization plan to manage projects and permissions. The collaborative entrenchment was a factor in the observed SaaS LTV and the resulting $20 billion valuation.
要实现这一点，请专注于减少邀请的摩擦并展示多用户价值。构建无缝的邀请流程（“一键邀请您的团队”）并创建特定于团队的模板，以立即显示协同工作的好处。
跟踪您的 病毒系数（k 系数）. This is calculated as k = (number of invites sent per user) * (conversion rate of invites). A k-factor above 1 suggests exponential growth, while even a modest k-factor can affect LTV by increasing account footprint. The idea is to propagate usage from a single content user to an entire team.
As teams grow, billing becomes complex. PayPro Global的 订阅管理系统 aims to manage this aspect. It supports seat-based pricing, manages prorated charges when new users are added mid-cycle, and provides a self-service portal where customers can manage their own team size and plan, automating the entire upgrade process without requiring support intervention.
将定价锚定到价值指标
A sustainable approach to LTV in SaaS involves aligning customer value with corresponding payments. This is achieved by anchoring your pricing not to a list of features, but to a “value metric”—a unit of consumption that directly correlates with the value your customer receives.
自我评估：确定您的价值指标
- 客户成功： 您的产品中哪一项使用指标能够表明客户正在取得成功并发展壮大其业务？
- 可预测性： 这项指标是否易于客户理解和预测？（不可预测的账单会导致客户流失）。
- 可扩展性： 这项指标是否会自然地扩展？（例如，更多联系人、更多项目、更多数据）。
常用价值衡量模型
|
价值衡量类型 |
描述 |
SaaS示例 |
|
按用户/席位 |
价格随着新增用户的增加而上涨。 |
Figma, Slack, Asana |
|
按使用量计费 |
价格基于特定单位的消耗量。 |
Twilio（API 调用次数）, AWS（计算小时数） |
|
按核心指标分层 |
价格层级由核心价值单位定义。 |
HubSpot（营销联系人）, Zapier（任务） |
Twilio prices per API call or phone number, a 基于使用量的模式. Developers may begin with a limited budget for a prototype and potentially increase spending as their application gains traction. HubSpot uses a 分层模式 based on the number of marketing contacts a business stores. HubSpot’s pricing is connected to customer growth, with higher tiers potentially correlating to larger customer audiences and perceived tool value. Both illustrate a connection between pricing and customer value, potentially affecting 扩张收入。根据最近的基准，上市SaaS公司前四分之一的 Dollar-Based Net Retention Rate (DBNRR) 约为 120% 或更高，这意味着他们每年从现有客户那里增加 20% 的收入。
当 更改您的定价模型, “grandfather” your existing customers by allowing them to stay on their old plan. This can influence customer loyalty and may affect churn rates among early adopters. Consider offering an incentive to encourage adoption of the new model if it is deemed a more appropriate solution.
实施 基于价值的定价 需要复杂的计费系统。PayPro Global 正是为了应对这种复杂性而设计的。该平台完全支持分层定价、按用户计费模式以及 按量计费（基于使用情况），自动化整个收入收集和确认过程，以便您可以专注于您的产品。这种灵活性是有效获取扩展收入的关键。
实践原则性透明度，构建护城河
In a crowded market, trust is a competitive advantage. Implementing transparency practices may affect SaaS 社区 loyalty and LTV. This involves sharing your journey, data, and decision-making processes publicly to attract your ideal customers and turn them into advocates. Ask yourself:
- 公司文化： 您的团队是否重视开放性和直接的沟通？
- 目标受众： 您的受众（例如开发者、创始人）是否可能会喜欢并参与此类内容？
- 竞争格局： 分享这些信息有什么风险？您能否在不泄露核心“内容”的情况下，分享“原因”和“方法”呢？
Baremetrics shared its revenue metrics, and GitLab presents a different approach to transparency. The company’s entire 3,000+ page company handbook is public. They share their product roadmap publicly and conduct strategy meetings via live stream on YouTube. The degree of openness relates to a contributor community and a stable customer base involved in the company’s projects. This community can act as a barrier to competitor influence, potentially affecting customer retention and long-term value. We observe a DBNRR of 122% (Q1 2025), potentially linked to customer loyalty.
You don’t have to share everything. Start small. Create a public changelog, write a detailed blog post about why you killed a certain feature, or use a tool like Canny.io to share your public roadmap and gather feedback. Engagement levels may influence trust development, which can impact competitive positioning.
Principled transparency is about sharing the process, not the proprietary secrets. The goal is to build trust and show that you are building in good faith, not to give away your intellectual property. This approach may affect 客户获取成本（CAC） and organic lead generation within the community.
The community formed through transparency may feature individuals inclined to promote it. PayPro Global’s integrated 联盟管理模块 allows you to easily turn these advocates into partners. You can set up commission structures, provide them with marketing materials, and track their performance, transforming your community into a powerful, LTV-boosting acquisition channel.
结论
In summary, increasing CLV is an exercise in professional, data-driven execution. Implementing specific strategies for onboarding, collaborative-led growth, value-metric pricing, and principled transparency can affect various growth factors. These sophisticated approaches, supported by a strong infrastructure for billing and analytics, are what separate good software businesses from great ones, ultimately building a resilient company with a superior SaaS customer lifetime value.
常见问题解答
-
Creating a strategic onboarding experience is the most critical first step, as it sets the foundation for the customer relationship and significantly impacts long-term retention.
-
确定与客户获得的价值最密切相关的产品单一使用指标。该指标应该易于客户理解，并且应该随着业务增长而自然扩展。
-
Although acquiring new customers is necessary for growth, increasing the LTV of existing customers is usually more profitable. A 5% increase in customer retention can boost profitability by 25-95%, because it costs less to retain a customer than to acquire a new one.
-
一个简单的 CLV 计算公式是 （每账户平均收入 / 客户流失率）。要进行更精确的计算（包括毛利率），您可以使用专用的 SaaS CLV 计算器.
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