Search referrals provide most valuable customers over lifetime

Customers who find an e-commerce business through online search provide a lifetime value 54% higher than average, according to a study from Custora. Second behind search were customers referred through cost-per-click ads with a 37% higher-than-average value. Customers coming from social media had the lowest overall lifetime value, with Facebook visitors 1% more valuable than average and Twitter users 23% less valuable than average.

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