Ecommerce Ebook EN V2 (2) - Flipbook - Page 30
ACQUIRING NEW CUSTOMERS
Customer acquisition is not as an outcome but as a process—one that describes
how you can systematically attract and acquire new customers, the cost to
get them through your checkout, and how much money each one will spend
with your business. Customer acquisition is all about finding and persuading
prospective customers to buy from you in a way that is both measurable and
repeatable. Customer acquisition happens in stages, which are often visualized
as a customer acquisition funnel:
• Top of the funnel (awareness): At this stage, your goal is to generate
awareness and leads amongst your target audience, usually focusing on a
broad audience that may be interested in your company’s brand or products,
but without a definite intent to buy.
• Middle of the funnel (consideration): Prospective customers that move from
the top of the funnel to the middle have taken an action that shows that they
are considering a purchase, such as signing up for an email list or following
your brand on social media. They have auto-qualified themselves and are in
the right mindset to buy.
• Bottom of the funnel (purchase): This is the final stage a qualified lead goes
through before converting into a customer. Usually, they have taken some
action that indicates a strong intent to buy, whether it’s adding a product to
their cart or signing up for a free trial. Sending incentives at this stage is a
good idea to nudge a lead into purchasing.
With digital marketing, you can easily track how your business acquires
new customers, discover and test new marketing tactics, and scale-up
those that work.
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