Increasing Customer LTV (Lifetime Value)

Project Summary

I led a series of initiatives aimed at improving Customer Lifetime Value (LTV) for users purchasing in the Microsoft 365 Consumer Web Checkout. These projects focused on optimizing the billing frequency and SKU selection presented to users at the point of sale, using a test-and-learn approach grounded in behavioral hypotheses.

Shifting Billing Freq to Increase LTV

One stream of experimentation focused on nudging users toward yearly subscriptions, which typically offer better retention and LTV outcomes.

My Role:

• Defined hypotheses for how UI, copy, and offer placement could influence billing frequency selection.
• Collaborated with design, engineering, and analytics to rapidly test multiple variants.
• Ensured experiments were well-instrumented for clean readouts.

Note: Specific experiment results are confidential and cannot be disclosed.

Intelligent SKU Recommendations

In a parallel effort, I led work to prompt users toward higher-value SKUs where appropriate (e.g., Microsoft 365 Family vs. Personal), ensuring that messaging aligned with user context and eligibility.

Key Focus Areas:

• Ensuring the right users were shown the upsell.
• Optimizing when and how the upsell was presented in the funnel.
• Maintaining a frictionless experience while encouraging higher-value conversions.

Delivering Strategic Impact

Though I cannot share exact figures or outcomes due to confidentiality agreements, these initiatives were critical in:

• Embedding an LTV-first mindset into checkout design decisions.
• Demonstrating how even small optimizations can meaningfully impact subscription economics.
• Establishing a framework for future LTV experimentation across the commerce funnel.

This body of work reflects my ability to:

• Drive measurable impact through experimentation.
• Collaborate across disciplines to execute with precision.
• Translate user behavior and business goals into actionable hypotheses.