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  • 9 international eCommerce experts

  • Over 15 chapters & 80 lessons

  • More than 12 tools & resources

How will this course help me?

Each graduate of the CVO Academy will receive a unique CVO Expert Certification that they can include on their resume or as a badge on their Linkedin Profile.

To be a Certified Customer Value Optimization Expert means to master leveraging the power of customers inside an eCommerce business. Besides the financial benefit that it brings, this also comes with a better understanding of how eCommerce works.


  • Early bird


    6th of April - 4th of May 2021.

    We are now in Early Bird mode - you get a $150 (-20%) discount from the full price.

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    5th of May 2021
    Starting with the 5th of May, we're running at full price.

Early Bird Pricing is ON!
Save $150 (20%) on the CVO course

Get access to the Customer Value Optimization Course and CVO Certification now

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Sneak Peek from the course

Browse through the free preview lessons to get an idea of what you will learn in the Customer Value Optimization course. Check the playlist below the video. 

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Course curriculum

  • 01

    Chapter 1: Why CLV Matters in eCommerce

    • Intro

    • Lesson 1: It Takes 2 to Tango

    • Lesson 2: The e-Commerce Growth Formula

    • Lesson 3: Product-Centric vs Customer-Centric Companies

    • Lesson 4: How to calculate CUSTOMER LIFETIME VALUE

    • Lesson 4: Tool - CLV Formula Calculator

    • Lesson 5: Customer Lifetime Value To Customer Acquisition Cost Ratio

    • Quiz

  • 02

    Chapter 2: The Customer Value Optimization Framework

    • Lesson 1: The CVO Methodology

    • Lesson 2: Tool - The Customer Value Optimisation Timeline

    • Lesson 3: Ongoing activities: The 4 CVO Campaign types

    • Lesson 4: The PECTI Prioritization Framework

    • Lesson 5: Monitor What Matters

    • Quiz

  • 03

    Chapter 3: RFM Segmentation

    • Lesson 1: Why RFM Segmentation is an eCommerce game-changer

    • Lesson 2: Power Customers

    • Lesson 3: Active Customers

    • Lesson 4: At risk customers

    • Lesson 5: Lost Customers

    • Quiz

  • 04

    Chapter 4: Customer experience in eCommerce

    • Lesson 1: Emotions

    • Lesson 2: What is CX?

    • Lesson 3: Net Promoter Score

    • Quiz

  • 05

    Chapter 5: The importance of Customer Experience Optimisation & Retention

    • Intro

    • Lesson 1: The goal of customer value optimization

    • Lesson 2: The biggest problem

    • Lesson 3: The goal of CX optimization

    • Quiz

  • 06

    Chapter 6: The 5 phases in the customer journey that impact the Customer Experience

    • Intro

    • Phase 1: Consider

    • Phase 2: Final hurdle

    • Phase 3: Regret

    • Phase 4: Embrace

    • Phase 5: Promote

    • Quiz

  • 07

    Chapter 7: How to continuously improve the experience in all phases of the Customer Journey?

    • Lesson 1: How can you measure client satisfaction?

    • Lesson 2: Involve your whole team

    • Lesson 3: Follow this process in every phase

    • Final Thoughts

    • Quiz

  • 08

    Chapter 8: Jobs to be Done Methodology

    • Intro & Agenda

    • Lesson 1: Introduction, Objectives, Agenda, Background

    • Lesson 2: The 4 Key Frameworks to See & Understand Demand

    • Lesson 3: Case Study #1 – Paul LeBlanc & SNHU

    • Lesson 4: Slowing the JTBD Timeline Down

    • Lesson 5: Case Study #2 – Kyle Bazzy & Autobooks

    • Lesson 6: The Process to find the JTBD

    • Lesson 7: Case Study #3 –Des Trainor & Intercom

    • Lesson 8: Other Resources

    • Lesson 9: 5 Keys to getting Started

    • Lesson 10: My Best innovation & Thank you

    • Quiz

  • 09

    Chapter 9: Qualitative research

    • Lesson 1: Why qualitative research

    • Lesson 2: What you need to know before the research? How to run Customer surveys?

    • Quiz

  • 10

    Chapter 10: Quantitative Research

    • Lesson 1: How to analyze CLV

    • Lesson 2: CLV Analysis

    • Lesson 3: Cohort analysis

    • Lesson 4: Product assortment Optimization

    • Quiz

  • 11

    Chapter 11: Find your ICP (Ideal Customer Profile)

    • Lesson 1: Why do you need to define your ICP?

    • Lesson 2: Fictional Buyer Persona vs data-informed Ideal Customer Profile

    • Lesson 3: The 6 ways to use ICP in eCommerce

    • Quiz

  • 12

    Chapter 12: Email strategy for onboarding & retention

    • Intro & Agenda

    • Lesson 1: Keep the customers you've already attracted with better Email Marketing

    • Lesson 2: CS is not just inbound

    • Lesson 3: Human with a capital H

    • Lesson 4: The Dinner Party Strategy™

    • Wrap up

    • Quiz

  • 13

    Chapter 13: Website Optimization to Improve the CLV

    • Lesson 1: From CRO to CVO

    • Lesson 2: Website Optimization

    • Quiz

  • 14

    Chapter 14: Practical Tips for Better Email Marketing Campaigns

    • Intro

    • Lesson 1: Core Pre-Purchase Flows

    • Lesson 1: Welcome Series for Non Buyers

    • Lesson 2: Site Abandonment

    • Lesson 3: Browse Abandonment

    • Lesson 4: Abandoned Cart

    • Lesson 5: Abandoned Checkout

    • Lesson 6: Back in Stock

  • 15

    Chapter 15: Core Post-Purchase Flows

    • Lesson 1: Unique Customer Thank You

    • Lesson 2: Standard Customer Thank You

    • Lesson 3: Cross-sell/Upsell

    • Lesson 4: Replenishment Reminder

    • Lesson 5: Customer Winback

    • Lesson 6: Sunset Unengaged

  • 16

    Chapter 16: Advanced Email Marketing Strategies

    • Lesson 1: Using Forms to drive Revenue

    • Lesson 2: Immediate Upsell Flows

    • Lesson 3: Master Custom Properties

    • Lesson 4: Tag VIP Customers

    • Lesson 5: User Churn Unsubscribe Tactic

    • Quiz

  • 17

    Chapter 17: Using Customer Support to enhance Customer Experience

    • Intro & Agenda

    • Lesson 1: Understand what customers are asking

    • Lesson 2: Answer CS efficiently using automation

    • Lesson 3: Use tags to identify trends

    • Lesson 4: How to drive sales with your support team

    • Quiz

  • 18

    Chapter 18: Customer Acquisition informed by the customer retention insights

    • Lesson 1: CLV models with advertising impact

    • Lesson 2: The Audience Performance Matrix

    • Lesson 3: CLV and influencer marketing

    • Quiz

  • 19

    Chapter 19: Top 10 CVO Takeaways after 14 years in eCommerce

    • Lesson 1: Top 10 CVO Takeaways after 14 years in eCommerce

  • 20

    Chapter 20: Practical CVO Tactics

    • Intro

    • Lesson 1: Tune the campaigns according to the purchase cycles

    • Lesson 2: Acquire more Power Customers

    • Lesson 3: Keep your Power Customers

    • Lesson 4: Focus on the right products

    • Lesson 5: Surprise & delight the New Passions

    • Lesson 6: NPS adaptive treatment

    • Lesson 7: Concierge support for power customers

    • Lesson 8: Product drops or flash sales

    • Lesson 9: Plant retention seeds on the thank-you page

    • Lesson 10: Unboxing campaigns

    • Lesson 11: Re-engagement scenarios

    • Lesson 12: Optimize the minimum order value

    • Chapter 13: Post-purchase coupons

    • Lesson 14: Automated scenarios to improve the customer journey

    • Lesson 15: Build a CVO squad in your company

    • Quiz

  • 21

    Certification Exam and Moving Forward

    • CVO Expert Certification Exam

    • Assignment: The CVO Academy - Moving Forward

Who is this course for?

Any entrepreneur who wants to apply a customer-driven approach in his online business

Anybody interested to get a Customer Value Optimization certification and learn how to increase Customer Lifetime Value and Customer Retention in eCommerce

Anyone who is interested in Customer Behavior, Customer Segmentation, Loyalty and Customer Satisfaction measurements.

Level: Intermediate - Advanced

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Differentiate yourself

We are living in such a competitive world that those who will win the race in eCommerce will be the ones who are customer-centric.

There are plenty of online courses that teach you how to spend marketing budgets on customer acquisition, but no one tells you how to better serve current customers and improve acquisition through them.
This course does.

Be skillful at

  • Acquisition tactics (ads)

    Email marketing strategies

    Qualitative & Quantitative analysis

    Customer onboarding & support

  • Customer Segmentation

    Loyalty & Retention

    Cohort analysis

    Customer behavior

  • Customer Lifetime Value Optimization

    Net promoter Score

    Jobs to be done methodology

    eCommerce growth

Learn about the stepping stone in eCommerce: the customer

This course is mainly focused on how to leverage the power of customers and create the best Customer Experience.

This small financial investment brings you enough knowledge to power up any eCommerce store and make it a better place.

Make the best long-term investment in eCommerce Marketing

This course will teach you how to offer and measure a great customer experience from the Awareness to the Loyalty stage.

Whether you have an eCommerce, you are working with one, or you simply want to learn something valuable about Customer Retention, this course addresses everything you need for it.


  • How this course will help me?

    To be a Certified Customer Value Optimization Expert means to be more than aware of how you can leverage the power of customers inside an eCommerce business. Besides the financial benefit that it brings, this also comes with a better understanding of how eCommerce works.

  • What is the Pricing for this course?

    Right now you can buy the course with an Early Bird discount of $150. The full price is $749 so make sure you benefit from our limited-time offer.

  • Is this certification recognized worldwide?

    Yes, you will be able to include this on your resume or as a badge on your Linkedin Profile.

  • What is the duration of this course?

    The length of this course is around 12 hours. However, it depends on your own pace and on the completion of the assignments.

  • How long it will be available after I purchase it?

    You will have access to the course as long as the website will be up.

  • How can I contact you if I have any question?

    You can always write to us on or complete this form here or use the chat bubble. We are more than pleased to answer your questions.

  • Do you have any discount for referring people?

    Yes, if you convince more friends & colleagues to join the CVO Academy, you will get discounts according to the number referred. Check this link for more information here.

Choosing a course can be a tough decision.

Do you have any question regarding the course? Drop up us a line.


This is what other students are saying about the CVO Academy

Ioana Alexandru

5 star rating

“I am enjoying every moment of this course! The information is easy to understand, even for someone that has just started learning about eCommerce! It's pretty impressive how much effort the team has put into this course. Congrats! Also, congra...”

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“I am enjoying every moment of this course! The information is easy to understand, even for someone that has just started learning about eCommerce! It's pretty impressive how much effort the team has put into this course. Congrats! Also, congrats on the meme selection! They make this course very fun! ”

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