Plain, practical guides on customer retention for ecommerce founders.https://leithenlane.com/en-gbhttps://leithenlane.com/guides/aov-vs-ltv/https://leithenlane.com/guides/aov-vs-ltv/Average order value is the number most stores optimise. Lifetime value is the number that decides whether the business works. Here is how they relate.Thu, 30 Jul 2026 00:00:00 GMThttps://leithenlane.com/guides/customer-lifetime-value/https://leithenlane.com/guides/customer-lifetime-value/What LTV actually is, how to calculate it for repeat purchase and subscription businesses, what a good one looks like, and why it changes every decision you make.Thu, 30 Jul 2026 00:00:00 GMThttps://leithenlane.com/guides/good-ltv-shopify-store/https://leithenlane.com/guides/good-ltv-shopify-store/Benchmarks are mostly unhelpful because LTV varies enormously by category and price point. Here is the ratio that actually tells you whether your number is healthy.Thu, 30 Jul 2026 00:00:00 GMThttps://leithenlane.com/guides/subscription-ltv-vs-ecommerce-ltv/https://leithenlane.com/guides/subscription-ltv-vs-ecommerce-ltv/The two are calculated differently and one generic formula misleads both. Which applies to your business, and why the subscription version is more trustworthy.Thu, 30 Jul 2026 00:00:00 GMT