Whatever your seniority in e-commerce, one thing is certain, an online merchant or merchant needs customers to develop his business. Once this obvious fact is recalled, the question is how to go about attracting new visitors and converting them .
Customer acquisition is more than just a goal. It is a real process whose codes and levers must be mastered. Here are 5 methods to develop customer acquisition for your online store .
Customer acquisition is a process of finding prospects , then bringing them into the purchase funnel , until conversion . It’s not just about finding leads, but driving them to purchase.
Customer acquisition for an online business has certain characteristics . It must indeed be.
As a process, customer acquisition is done in stages , each of which punctuates the buying journey.
Customer acquisition what is it
awareness and interest : At this stage, the main objective is to create awareness of your products and your brand. It is therefore a question of focusing on a target audience, often larger than the one who is really concerned by your products. You are looking for prospects, who could eventually become customers.
Consideration and Intent : Visitors to your online store have taken an action that demonstrates their interest in your products. For example, they have just subscribed to your newsletter or subscribed to your page on social networks. The urge to buy is Japan Email List building. Your role will now be to convince them to take the next step.
evaluation and purchase : The prospect wants to buy. He started to fill his basket or created a user account. A simple click often separates it from the purchase. If this gesture is simple, many consumers nevertheless give up on this stage. The reason may be the complexity of the payment form or even persistent questions about the terms of delivery. You will have to reassure the prospect and facilitate the purchase stage.
Customer acquisition cost: how to calculate it
When implementing a customer acquisition strategy , it is important to ensure its profitability.
To calculate the cost of customer acquisition (CAC), you need to divide the cost of your marketing operations by the number of customers acquired through these actions, during a given period.
If your Pinterest page costs you €800 per month and brings you 80 customers, then the CAC will be €10/month.
The CAC is then useful to check the profitability of your marketing strategy . If acquired customers spend an average of $30 on your online store during their first purchase, and your gross margin is 50%, then your profit will be $5 per order.
If your CLV (customer lifetime value) is high, it is very likely that your CAC will not be profitable on the first order. This point is not necessarily problematic, if you know that customers tend to return quickly to your e-commerce site, in order to place new orders.
In e-commerce as in commerce, you must learn to analyze your actions . Any marketing strategy requires a step back to assess its effectiveness and profitability.
Some tools can help you know your CAC for each of the marketing initiatives put in place. This is particularly the case with Google Analytics.
Test several strategies and choose the one that seems most suitable for you to develop your business.
