Using a well developed marketing strategy, I was able to increase the first order to first repeat order retention rate from 23% to 47%, which resulted in an overall increase in the retention rate and CLTV for the company. To do so, I changed the company's acquisition strategy to focus on long-term retention instead of one-time acquisition. The company was offering 20% off on first orders. Instead, I suggested we offer 30% off on second orders and no discount for the first order. This resulted in a huge increase in the retention rate while having no negative effects on the CPA and acquisition costs. The reason for that is that the customers we lost because we did not offer 20% off are customers who would never order without a discount.