When A/B testing landing pages on Naver, what metric provides the most reliable indicator of increased profitability in the long term?

When A/B testing landing pages on Naver, the most reliable indicator of increased profitability in the long term is Customer Lifetime Value (CLTV). While metrics like click-through rate (CTR) and conversion rate provide immediate insights into user engagement and initial conversions, CLTV provides a more comprehensive view of the long-term value each customer brings to the business. A landing page that attracts customers with higher CLTV will ultimately generate more revenue than a page that simply maximizes short-term conversions. To accurately measure CLTV, it's necessary to track customer behavior beyond the initial purchase, including repeat purchases, average order value, and customer retention rate. Integrating Naver Ads data with CRM or analytics platforms allows for a holistic view of customer interactions and their associated value. For example, a landing page offering a premium product subscription might have a lower initial conversion rate compared to a page offering a free trial, but the subscribers acquired through the premium page may have a significantly higher CLTV due to their long-term commitment and higher spending. Focusing on CLTV as the primary success metric ensures that landing page optimizations are aligned with long-term business goals and drive sustainable profitability.