{"id":3119,"date":"2024-01-04T11:11:00","date_gmt":"2024-01-04T16:11:00","guid":{"rendered":"https:\/\/membermouse.com\/?p=3119"},"modified":"2024-01-04T17:14:33","modified_gmt":"2024-01-04T22:14:33","slug":"mitgliedschaft-abonnement-business-metrics","status":"publish","type":"post","link":"https:\/\/membermouse.com\/de\/marketing\/membership-subscription-business-metrics\/","title":{"rendered":"7 Wichtige Metriken zum Mitgliedschafts- und Abonnementgesch\u00e4ft"},"content":{"rendered":"We get it. Tracking the metrics of your membership or subscription business is hard work.\n\nBut knowing which metrics and KPIs to track in the first place? That can be just as confusing and difficult.\n\nThere are Dutzende<\/strong> of important membership metrics and subscription KPIs to pay attention to. How do you know which ones are vital in determining the health of your membership site?\n\nTo help you get your bearings, we put together a list of 7 key metrics of membership and subscription businesses. Recording, monitoring, and measuring these metrics will certainly help steer you towards success.\n\nLet\u2019s get started!\n\n\"Abonnement-Gesch\u00e4ftsmetriken\n

1. Kundenwert \u00fcber die gesamte Lebensdauer<\/strong><\/h2>\nWhen it comes to membership site marketing there is no metric of greater importance to your business than average Lifetime Customer Value (LCV).\n\nDefined as the projected net profit of your entire relationship with a customer, this is the average amount a customer spends with you. Your LCV will inform how much money you can spend to profitably acquire customers and is the key to making intelligent decisions about your marketing budget.\n\nYou should always be thinking of ways to increase this number. The higher this number is, the more you can spend on the front-end to acquire a new customer. In terms of strategy, we\u2019ve found the implementation of 1-Klick-Upsells<\/a> ein wirksames Mittel zur Steigerung Ihres LCV (wir kommen sp\u00e4ter in diesem Beitrag darauf zur\u00fcck).\n\n\"Metriken\n

2. Retentionsrate<\/strong><\/h2>\nThis membership and subscription business metric tells you the percentage of members who remain customers compared to those who don\u2019t.\n\nHave you heard the saying: \u201cGro\u00dfe T\u00fcren schwingen an kleinen Scharnieren?<\/em>\u201d Well, your retention rate is the small hinge that swings the big door of profitability. If you\u2019ve built a spreadsheet and crunched some numbers for your membership or subscription, you\u2019ll quickly see how improving your retention rate by just a few percentage points can really improve your customer value.\n\nAs a rule of thumb, if you are losing more than 15% of your customers each month, you should spend a significant amount of time implementing stick strategies to keep customers happy and engaged with your membership site. Bumping up retention just a little bit has a huge impact on your customer value and thus the profitability of your business.\n\n\"Website-Verkehr\n

3. Website-Verkehr<\/strong><\/h2>\nThe traffic to your website is the lifeblood of an online business. If no one is visiting your site, how can they become members?\n\nAt its core, web traffic boils down to the number of people who visit your page within a given timeframe (day, week, month, etc.). This is a vital metric to consistently track and monitor.\n\nWeb traffic metrics are a subject in their own right, and include total number of users, sessions, and pageviews. It\u2019s also key to understand the different traffic sources: organic, direct, referral, and social. By understanding where your best members are coming from, you can focus your efforts on the most cost-effective traffic sources.\n\nGoogle Analytics<\/a> ist ein fantastisches kostenloses Tool, das eine umfassende Analyse Ihres Web-Traffics bietet. Es sollte ein fester Bestandteil des Toolkits aller Betreiber von Mitgliederseiten sein.\n\n\"Metriken\n

4. Umrechnungskurs<\/strong><\/h2>\nStrictly speaking, this is the percentage of visitors who take a desired action. That could mean opting in for a lead-generator, signing up for your newsletter, or becoming a paying member.\n\nIn terms of customer acquisition, this is typically defined as sales over visitors. Even with a conversion rate as low as 0.3% (three tenths of one percent) you can still make money if your traffic and customer value is high enough. But typical conversion rates for successful direct response campaigns range from 0.5 to 1.5% across a broad range of traffic.\n\nRemember, the higher your customer value, the lower your conversion rate can be while still maintaining a profit.\n
\n
\u00c4hnlich wie die Fluginstrumente, auf die sich ein Pilot verl\u00e4sst, um lebenswichtige Informationen wie H\u00f6he, Fluggeschwindigkeit und Richtung zu erhalten, gibt Ihnen die Verfolgung dieser 7 Kennzahlen einen besseren Einblick in die Richtung, in die sich Ihr Unternehmen bewegt.<\/em><\/span><\/h5>\n<\/blockquote>\n

\"Upsell-Rate<\/h2>\n

5. Upsell-Rate<\/strong><\/h2>\nAn often-overlooked metric, your upsell rate is defined as the total number of customers who take you up on an upsell offer.\n\nOne of the easiest ways to increase your customer value is to make a one-time offer after the initial sale. Immediately after someone joins your membership site for the first-time, offer them a related product at a steep discount (50% works well). You will not get a better opportunity to sell them something else and you should be able to get roughly 15% of visitors to take the upsell.\n\nIf you ignore this technique, you probably won\u2019t be able to spend enough to acquire a customer and may even jeopardize your ability to grow a successful membership site or subscription business.\n\nProfi-Tipp:<\/strong> Optimieren Sie Ihre Upsells, indem Sie Ihren Mitgliedern mehrere Artikel nacheinander anbieten. Wenn Sie jemals etwas gekauft haben von Amazon<\/em> oder GoDaddy<\/em>haben Sie meisterhafte Upsell-Ketten in Aktion erlebt. Sie sind Experten darin, eine kleine Bestellung in einen gro\u00dfen Kauf umzuwandeln. Es lohnt sich schon allein wegen der Lernerfahrung, sie zu besuchen. Durch die Nutzung von 1-Klick-Upsells<\/a>Sie beseitigen Reibungen im Upsell-Prozess und erh\u00f6hen Ihre Erfolgschancen.\n\n\"Metriken\n

6. Erstattungssatz<\/strong><\/h2>\nThis membership and subscription business metric is defined as the number of customers who request and receive a refund.\n\nYou should aim to keep this number as low as possible, with one exception. If your refund rate is exceptionally low (say under 2%) \u2013 then perhaps you are not marketing as boldly as you could be. You always want customers to be happy, but if you\u2019re not making any exciting claims whatsoever, your marketing is probably putting people to sleep.\n\n\"Chargeback-Quote\n

7. R\u00fcckbuchungen<\/strong><\/h2>\nA chargeback occurs when a customer calls their bank or credit card provider and disputes a charge on their card. They may not recognize the charge, it may be actual fraud (if their credit card number was stolen) or they may be dishonest and simply want their money back. It\u2019s extremely important to keep chargebacks at a minimum or you could potentially lose your merchant account. Fortunately, this is easy to prevent, if you provide good customer service.\n\nOne of the easiest ways to lose your membership or subscription business is to have chargebacks creep up. If this happens, your merchant account provider will terminate your account. If you\u2019ve never heard of this issue, you might think it\u2019s an esoteric problem that could never happen to you. But it couldn\u2019t be further from the truth.\n\n\"Metriken\n

Abschlie\u00dfende \u00dcberlegungen<\/strong><\/h2>\nAnd there you have it! The 7 key metrics of membership and subscription businesses.\n\nKeep in mind, these are simply 7 guiding metrics we\u2019ve found to be instrumental in membership site growth \u2013 not an exhaustive list.\n\nSimilar to the flight instruments a pilot relies on to provide vital information like altitude, airspeed, and direction, tracking these 7 metrics will give you greater visibility into the direction your business is heading. If you're still in the early stages of building your online business, we'd recommend you check out this post where we outline 10 awesome Ideen f\u00fcr Mitglieder-Websites<\/a>. Wir hoffen, Sie finden es hilfreich!","protected":false},"excerpt":{"rendered":"

Die \u00dcberwachung der Kennzahlen Ihres Mitgliedschaftsgesch\u00e4fts ist harte Arbeit. Um Ihnen die Orientierung zu erleichtern, haben wir eine Liste mit den 7 wichtigsten Kennzahlen von Mitgliedschaftsunternehmen zusammengestellt.<\/p>","protected":false},"author":20918,"featured_media":17183,"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,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_strive_checklists":"\"\"","_strive_active_checklist":"","_strive_post_notes":"","footnotes":""},"categories":[81,64],"tags":[],"class_list":["post-3119","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-membership"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/membermouse.com\/de\/wp-json\/wp\/v2\/posts\/3119","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/membermouse.com\/de\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/membermouse.com\/de\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/membermouse.com\/de\/wp-json\/wp\/v2\/users\/20918"}],"replies":[{"embeddable":true,"href":"https:\/\/membermouse.com\/de\/wp-json\/wp\/v2\/comments?post=3119"}],"version-history":[{"count":0,"href":"https:\/\/membermouse.com\/de\/wp-json\/wp\/v2\/posts\/3119\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/membermouse.com\/de\/wp-json\/wp\/v2\/media\/17183"}],"wp:attachment":[{"href":"https:\/\/membermouse.com\/de\/wp-json\/wp\/v2\/media?parent=3119"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/membermouse.com\/de\/wp-json\/wp\/v2\/categories?post=3119"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/membermouse.com\/de\/wp-json\/wp\/v2\/tags?post=3119"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}