Decide when customer value should outrank first-order conversion
Choose a customer-value outcome before a change only when repeat economics can materially change the decision and the store can observe them.
Skip this if Stores without enough mature customer history to compare relevant cohorts; use first-order economics and a revisit trigger
Lifetime value is not a universal CRO north star. Before a change, decide whether repeat customer economics can materially reverse the first-order decision. If they cannot, use the nearer business outcome.
Customer value matters most when the proposed change can alter who buys, what they buy later, or the cost of keeping them. It matters less for a small reversible interface fix with stable traffic and order economics.
The rest of this lesson is available once the Atlas is unlocked.