Stop promoting your “Best Sellers.” Promote your “Longest Keepers.”

We received a request from a fast-growing sustainable skincare brand that offers a completely new perspective on customer acquisition.

Most merchants come to us asking: “What is my best-selling product?” But this founder asked something much smarter, focusing on long-term financial value:

“Can you help me find a report that shows the Best Entry Product for longest LTV?”

What makes this a game-changer for your marketing strategy

If you run a Shopify store, you likely have a “Hero Product.” It’s the item with the most reviews, the highest conversion rate, and the lowest CPA (Cost Per Acquisition). Naturally, you pour 80% of your resources and ad spend into promoting it to acquire new customers.

But here is the trap: Volume does not equal Value.

To build a sustainable company, you must distinguish between low value customers and high value customers. Let’s look at the metrics using a hypothetical example of two different entry points:

Product A: The $15 Face Sponge (The “Best Seller”)

• Volume: Sells 1,000 units/month.
• Customer Behavior: It’s an impulse buy. Customers grab it, use it, and forget about you.
• Result: High customer acquisition, but a 90% churn rate after 3 months.
• Customer Lifetime Value: $15.

Product B: The $65 Starter Routine Kit (The “Relationship Builder”)

• Volume: Sells only 200 units/month.
• Customer Behavior: It requires commitment. The customer has to learn your brand story to buy it.
• Result: Lower acquisition volume, but 60% of these existing customers subscribe or return for refills, increasing their purchase frequency.
• Customer Lifetime Value: $450 over the entire relationship.

If you only look at your Top Sellers Report, Product A looks like the winner. You scale your ads for the sponge, fill your funnel with churn-prone traffic, and wonder why your gross margin is suffering and your retention isn't growing long-term.

The strategy shift: Identifying profitable customers

The merchant who asked this question understands that the importance of data isn't just to tally sales, but to measure the customer experience and loyalty.

Think of it like a local coffee shop: Do you want the tourist who buys one cheap espresso and never returns, or the local who buys a bag of beans every week? The total value of the second customer dwarfs the first.

Once you use software and cohort analysis to identify that the Starter Routine Kit is your true driver of high CLV, you can implement a new plan:

1. Accept a higher CPA: You can afford to pay $40 to acquire a customer for the Kit (because they generate $450 in revenue later), whereas you couldn't do that for the Sponge.
2. Revamp your Welcome Series: Use better communication and support to encourage users to adopt the routine.
3. Stop feeding the churn: Stop paying Facebook and Google to bring in "one-and-done" shoppers who drag down your retention rates.

The takeaway

Don't just measure what opens wallets today. Measure what keeps those wallets open over the customer lifetime. It is a critical task for every founder to go into their customer data today. Don't just sort by “Units Sold.” Sort by “Customer Lifetime Value by First Purchased Product.”

You might find that your boring, expensive, slow-moving product is actually the engine that powers your customer loyalty and creates your most valuable customers.

Stop hiding it. Shifting your focus to these “Longest Keepers” is the smartest business strategy you can make this year. Create a campaign around them, and watch your average order value grow.