Lost and Founder: A Painfully Honest Field Guide to the Startup World

by Rand Fishkin

If we want to have the best long-term impact on customer growth and retention, we need patience. We need to wait for our audience to be ready and engaged with us before we nudge them toward our subscription.

Pro Tip: If you have any type of subscription or recurring revenue, make sure you measure LTV (Lifetime Value—the total revenue customers spend during their relationship with your firm) by referral source(s) and by the number of visits prior to conversion. If your stats look like Moz’s, you’ll probably want to adopt a similar, slow-burn conversion process.