When you're planning the growth of your eCommerce website, knowing your Customer Lifetime Value or CLV is more important that you think. In this episode founder Mat O'Connor talks about how you can calculate your CLV, why it's so important and how you can use it to plan ahead. Knowing your CLV can mean the difference between investing in more digital marketing to acquire more customers or re-investing in the user experience to convert more higher profitable customers, meaning you can do more with your budget without the costly mistakes.