March 13

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“How can we reduce customer acquisition costs?”

“How can we reduce customer acquisition costs?” It would be one of the Top 3 questions I get when working with CPG brands. Anybody who asks me receives the exact answer you will find in this video.

A quick Google search shows the usual answers –
šŸ§­Retarget customers
šŸ§­Affiliate/Referral programs
šŸ§­Improve the sales funnel
šŸ§­Run more paid media
šŸ§­Review Google Analytics
šŸ§­Email marketing
šŸ§­Reduce customer churn

None of these is where I would start.

Based on my 20+ years of experience in reducing customer acquisition costs, the place where I would begin will get better results and is far more cost-effective.

Once you have completed this process, you can revisit the other suggestions.

I’m a proponent of constant testing. However, throwing money at paid media to experiment before understanding the right relevant messaging to engage your prospective customer may be a waste of money and better spent on understanding your core customer.

Do you agree? I’d love to know your thoughts in the comments below.

Rose Hamilton

About the author

With over 20 years in Omni-channel retail, Rose is a proven Ecommerce expert specializing in evaluating, launching, growing and scaling Direct to Consumer businesses.


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