[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fcustomer-value-optimisation-maximising-lifetime-value-and-return":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":12,"coauthors":13,"class_list":15,"acf":25,"head_links":447,"breadcrumbs":448,"reading_minutes":176,"category":456,"head":459},"2024-07-29T11:00:00",{"rendered":6},"\n\u003Cp>Head of Behavioural Science, Mike Weir, and Technology Director, Aaron Dicks, explore Impression’s approach to Customer Value Optimisation (CVO) and how it can improve the lifetime value of your customer and how to keep them returning to your business, ultimately diving more from your marketing investment.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\u003Cdiv class=\"wp-block-embed__wrapper\">\n\u003Ciframe loading=\"lazy\" title=\"Customer Value Optimisation - Maximising lifetime value and return\" width=\"700\" height=\"394\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002Ffq9Ur5exnsc?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen>\u003C\u002Fiframe>\n\u003C\u002Fdiv>\u003C\u002Ffigure>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cp>\u003Cstrong>Mike Weir:\u003C\u002Fstrong> So why are we starting to use CVO as an approach at Impression?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Aaron Dicks:\u003C\u002Fstrong> So CVO or Customer Value Optimisation is something I’ve been really excited about for a long time. We’re really pleased we can now bring it to all of our customers and bring it to the market through our Digital Experience team Customer Value Optimisation is, as we see it, a sales and marketing approach where we put a little bit of additional extra effort into each potential prospect or customer to maximise the lifetime value and therefore the return on the original advertising spend that was put into generating that customer in the first place.\u003C\u002Fp>\n\n\n\n\u003Cp>In our media teams, we are absolutely hyper-focussed on driving new customer acquisition for our clients. At the moment though, there’s some really challenging technology headwinds which basically mean it’s very difficult to understand whether a customer is new at the point of acquisition.\u003C\u002Fp>\n\n\n\n\u003Cp>We’re also working with brands who have just differing growth challenges where actually driving growth for existing customers would be just a great win as activating new ones. I think it was Jay Abraham, but it’s also just common wisdom that says the three ways of growing a business. You can either generate more new customers, you can increase the value of a transaction, or you can increase the frequency or the lifetime value of an existing customer.\u003C\u002Fp>\n\n\n\n\u003Cp>So those are the three ways and actually by taking a CVO, Value Optimisation approach to that, alongside your media buying, you’re able to really hit the nail on all three of those heads.\u003C\u002Fp>\n\n\n\n\u003Cp>So through generating more new customers, that’s really the job of media planning, media buying. In terms of increasing the basket value or the sale value of the initial sale, that’s really a conversion rate optimisation tactic, which obviously is something we already work on.\u003C\u002Fp>\n\n\n\n\u003Cp>Then in terms of increasing the lifetime value or the frequency of purchase, that really is a job of the CRM, CRM type activity or marketing automation as well on a scaled basis. So I think by taking this CVO approach alongside media buying, you’re really able to sort of capture every opportunity the business has to grow.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Mike Weir\u003C\u002Fstrong>: That’s really interesting because, I suppose, one of the big challenges with CRO is that it’s classically seen as like a a short-term form of thinking so like making a website almost deceptive to try and get a sale but obviously, as we know, if you don’t treat your customers well, they will remember. So actually by bringing in this sort of long term view and this more healthy way of treating customers, it actually helps to optimise brand’s value and it helps to make sure\u003C\u002Fp>\n\n\n\n\u003Cp>that they’re giving the best service  to their customers, which ultimately keeps them coming back for more. And it also means that because they’re getting a good service, ultimately they’ll tell the people about the service they’re receiving. So actually, as brand building as well as customer value optimisation. So yeah, it’s definitely a really exciting field.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Aaron Dicks:\u003C\u002Fstrong> Definitely.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FGeneric_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27527\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n",false,"standard",[10,11],55,39,[],[14],261,[16,17,18,19,20,21,22,23,24],"post-29594","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cro","category-digital-marketing",{"page_content_modules":26,"hero":172},[27,123],{"acf_fc_layout":28,"reduced":29,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":29,"title":30,"content":6,"authors":31},"blog_post_content",true,"Customer Value Optimisation – Maximising lifetime value and return [Video]",[32],{"id":33,"path":34,"display_name":35,"job_title":36,"description":37,"avatar_url":38,"acf":39},157,"\u002Fabout\u002Four-team\u002Fmichael-weir\u002F","Michael Weir","Director, Head of DX","","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":36,"full_bio":40,"specialist_service_links":41,"photo":67},"\u003Cp>Director, Head of DX. Joined Impression in July 2023.\u003C\u002Fp>\n\u003Cp>Previously worked at a number of different specialist and integrated agencies in the North of England. During my time I have worked for clients in many different industries, such as finance, FMCG and fashion.\u003C\u002Fp>\n\u003Cp>My role is to understand the complex (or simple) commercial challenges that businesses face and to find solutions to these challenges – this could be as simple as wanting to increase revenue, but can be much more complex.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something I am proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nCompleting my third hair (halfway through my PhD). Landing this new role at Impression.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nWhen I’m not working on my PhD I enjoy socialising with friends and family and day trips to the pub.\u003C\u002Fp>\n",[42,58],{"page":43,"link_text":47},{"ID":44,"post_author":45,"post_date":46,"post_date_gmt":46,"post_content":37,"post_title":47,"post_excerpt":37,"post_status":48,"comment_status":49,"ping_status":49,"post_password":37,"post_name":50,"to_ping":37,"pinged":37,"post_modified":51,"post_modified_gmt":51,"post_content_filtered":37,"post_parent":52,"guid":53,"menu_order":52,"post_type":54,"post_mime_type":37,"comment_count":55,"filter":56,"url_path":57},24873,"98","2023-09-19 15:41:00","Digital Experience","publish","closed","digital-experience","2026-09-25 09:13:30",0,"\u002F?page_id=24873","page","0","raw","\u002Fdigital-experience\u002F",{"page":59,"link_text":62},{"ID":60,"post_author":45,"post_date":61,"post_date_gmt":61,"post_content":37,"post_title":62,"post_excerpt":37,"post_status":48,"comment_status":49,"ping_status":49,"post_password":37,"post_name":63,"to_ping":37,"pinged":37,"post_modified":64,"post_modified_gmt":64,"post_content_filtered":37,"post_parent":44,"guid":65,"menu_order":52,"post_type":54,"post_mime_type":37,"comment_count":55,"filter":56,"url_path":66},24848,"2023-09-19 15:52:10","Behavioural Science","behavioural-science","2025-03-13 14:51:11","\u002F?page_id=24848","\u002Fdigital-experience\u002Fbehavioural-science\u002F",{"ID":68,"id":68,"title":69,"filename":70,"filesize":71,"url":72,"link":73,"alt":37,"author":74,"description":37,"caption":37,"name":75,"status":76,"uploaded_to":52,"date":77,"modified":77,"menu_order":52,"mime_type":78,"type":79,"subtype":80,"icon":81,"width":82,"height":83,"sizes":84},34235,"Michael-Weir","Michael-Weir.png",551425,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&q=90","\u002Fmichael-weir\u002F","12","michael-weir","inherit","2025-08-13 13:26:27","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":85,"thumbnail-width":86,"thumbnail-height":86,"medium":87,"medium-width":88,"medium-height":89,"medium_large":90,"medium_large-width":91,"medium_large-height":92,"large":93,"large-width":94,"large-height":95,"1536x1536":96,"1536x1536-width":97,"1536x1536-height":98,"2048x2048":99,"2048x2048-width":100,"2048x2048-height":101,"post-thumbnail":102,"post-thumbnail-width":103,"post-thumbnail-height":104,"12_col":105,"12_col-width":106,"12_col-height":107,"default_landscape":108,"default_landscape-width":109,"default_landscape-height":83,"default_portrait":110,"default_portrait-width":83,"default_portrait-height":109,"6_col_and_margin_short":111,"6_col_and_margin_short-width":103,"6_col_and_margin_short-height":107,"11_col_and_margin":112,"11_col_and_margin-width":113,"11_col_and_margin-height":107,"9_col_rectangle":114,"9_col_rectangle-width":115,"9_col_rectangle-height":116,"11_col":117,"11_col-width":118,"11_col-height":107,"staff_image_696_600":119,"staff_image_696_600-width":82,"staff_image_696_600-height":83,"rectangular_thumbnail":120,"rectangular_thumbnail-width":121,"rectangular_thumbnail-height":122},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":124,"reduced":29,"top_overlap":125,"bottom_underlap":125,"disable_observer":-1,"heading":126,"cta_text":127,"cta_link":128,"items":129},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[130,150,162],{"type_key":17,"title":131,"excerpt":132,"to":133,"postedAt":134,"readingTime":135,"image":136,"authors":137,"category":147},"Impression x Meta: The Metrics That Matter – Key takeaways","\u003Cp>This event took place in partnership with Meta in London on the 1st of October 2026. If you couldn’t make it, here is what each speaker covered.  Introduction to the event, hosted by Liam Wade The session opened with a chess story. In 1996, renowned chess grandmaster Gary Kasparov beat IBM’s Deep Blue supercomputer in […]\u003C\u002Fp>\n","\u002Fblog\u002Fthe-metrics-that-matter-key-takeaways\u002F","2026-10-06T12:41:30",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F10\u002Fandrei-zolotarev-tPn5zuS9DpU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[138,141,144],{"name":139,"image":140},"Liam Wade","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":142,"image":143},"Amy Stamper","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":145,"image":146},"Harriet Fitzgerald","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":148,"name":149},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F","Digital Marketing",{"type_key":17,"title":151,"excerpt":152,"to":153,"postedAt":154,"readingTime":155,"image":156,"authors":157,"category":161},"A guide to WebMCP for marketing leaders","\u003Cp>The structure of web traffic is undergoing a fundamental structural transition. We’re certainly seeing the impacts of these changes en masse. Whilst SEO visibility is driving, in part, Generative Engine Optimisation (“GEO”) visibility, clicks in traditional SEO rankings are harder to come by, and customer behaviour is fragmented as users are using new places to […]\u003C\u002Fp>\n","\u002Fblog\u002Fa-guide-to-webmcp-for-marketing-leaders\u002F","2026-08-27T13:51:35",13,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fyasa-design-studio-Ot2wQ8jF43s-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[158],{"name":159,"image":160},"Aaron Dicks","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":148,"name":149},{"type_key":17,"title":163,"excerpt":164,"to":165,"postedAt":166,"readingTime":167,"image":168,"authors":169,"category":171},"Navigating Agentic Commerce with Universal Commerce Protocol","\u003Cp>As artificial intelligence transitions from information retrieval to autonomous task execution, the underlying infrastructure supporting ecommerce is undergoing a fundamental architectural shift.  The Universal Commerce Protocol (“UCP”) provides the unified communication layer required for AI agents to browse, negotiate, and execute transactions directly across merchant back-ends such as payment gateways. It’s an open-source standard co-developed […]\u003C\u002Fp>\n","\u002Fblog\u002Fnavigating-agentic-commerce-with-universal-commerce-protocol\u002F","2026-08-27T13:51:17",9,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fa-c-dqg4QeDNUi8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[170],{"name":159,"image":160},{"to":148,"name":149},{"type":173,"style":174,"heading":30,"date":4,"updatedAt":175,"reading_minutes":176,"image":177,"imageAlt":30,"categories":178,"collections":446},"blog-post","light","2024-08-22T16:08:05",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F07\u002FTMMS_Video_Aaron_Featured-Image.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[179,362],{"id":10,"count":180,"description":181,"link":182,"name":183,"slug":184,"taxonomy":185,"parent":52,"meta":186,"acf":187,"head_links":188,"resource_count":189,"yoast_title":190,"yoast_meta":191,"yoast_json_ld":236,"_links":334,"path":182},52,"\u003Cp class=\"p1\">Conversion rate optimisation (CRO) is the scientific process of increasing the profit your website generates by making more of your existing traffic and pushing more sales per visit.\u003C\u002Fp>\r\n\u003Cp class=\"p1\">If your website receives high traffic but has a low conversion rate, experimentation through CRO could be the key to unlocking a lot of missed potential. Through conversion rate optimisation techniques, including split testing, experiments and user analysis, our \u003Ca href=\"\u002Fblog\u002Fcategory\u002Fcro\u002F\">CRO agency\u003C\u002Fa> helps businesses to make more money from their existing audience.\u003C\u002Fp>","\u002Fblog\u002Fcategory\u002Fcro\u002F","CRO","cro","category",[],{"sub_title_override":37,"title_override":37},[],16,"CRO Blog | CRO Tips, Advice & Guides | Impression",[192,194,197,200,203,206,209,211,213,215,218,221,224,227,230,233],{"property":193,"content":190},"title",{"property":195,"content":196},"description","Keeping up to date with the latest CRO trends, strategies, and industry announcements can be difficult. 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