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TOP eCommerce Customer Acquisition Strategies for 2020

Published

5 years ago

March 11, 2020

Sebastian

Customer acquisition is one of the key indicators of business performance. Especially important is the loyalty of the audience in the case of online retailers, for whom spending the budget to attract a one-purchase customer can be a waste of money. Customer retention is a complex and multifaceted science. However, the assimilation of its basic principles promises significant advantages.

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The Meaning of eCommerce Customer Acquisition

E-commerce is one of the most developing IT sectors that will offer more and more prospects for users. The opportunities provided by today’s technology for online shopping were hard to imagine a few years ago. How could we think recently about the advent of technologies such as Google Glasses, 3D printing or virtual fitting rooms? Such studios like Squareshot product photography studio are able to create the visual content that can help to advertise any kind of product online and increase its conversion rate by a few times. Properly prepared composition, setting and carefully chosen angles of photoshoot can create the photo that will be able to turn the attention of thousands of Internet visitors. This means tat proper thematic pictures can attract more customers who can become regular ones.

What is healthy eCommerce Digital Marketing Customer Acquisition?

Accurate determination of the target audience is a 50 percent success of the cold manager call. To get to the right people and identify their needs, make a portrait of your target audience. The e-commerce customer acquisition strategy allows gaining the organic customer base. This can be done both scientifically using marketing research, and intuitively. The first is more accurate, but it will require considerable costs. As a rule, it is used by large companies with several sales departments.

When users need information they use the search engines, enter the desired query. When they encounter your website, they read the contents of the snippet that seems interesting to them. When the user followed the link to your website they can be named the healthy obtained auditory. Such people are valued much higher. On their own, they went to your website, which means they found the resource interesting. With a high probability, they will make an order with you. This will increase the conversion and make a profit. At the same time, free customer acquisition requires a lot of effort. But you get better visitors when they visit your website because of their own will. You should not refuse to encourage new clients to d the same.

Finding the Right Acquisition Channel

To ensure that the flow of customers of the enterprise will be regular there must be clearly established customer acquisition channels and customer acquisition techniques. The development of the customer base replenishment system is carried out using certain technologies that not only support the flow of consumers at a suitable level but also contribute to their growth. Each channel to attract customers is based on specific customer acquisition tactics for working with them. There can be several such ways in one company, and then they form a system that allows consumers to be interested in the services of the organization. This is able to ensure a stable flow of customers to this organization.

Many novice entrepreneurs are content with only two or three channels, as a result of which their business becomes unprofitable. Despite the fact that existing customers can contact the company, there is no influx of new customers. Only those companies can be truly successful that try to use all available channels to attract customers, and also develop their own methods specific to their activities. In the business world, only one who constantly develops a client network survives.

What is the Customer Acquisition Process for eCommerce?

To better define customer acquisition you need to understand the nature of the demand for the product. It will depend on how you build your marketing strategy and what methods do you use to attract customers.

High organic traffic to the website simplifies search engine optimization. These are interested who themselves came to the resource. They are highly important for search engines. The more organic traffic to the website – the higher the resource is placed in the search results. Therefore, the main goal of SEO is to get more of these conversions. Natural clicks are the main or key channel for attracting people to a resource. Consequently, organic indicators need to be based on, analyzing attendance.

Suppose you are studying contextual ad rejection. Determine what this number is and whether it suits you. In parallel, look at how many page closures there are during natural transitions. If the results are roughly equal, then both channels give you the same audience. If the context is about a third more, it turns out that it is worth revising the campaigns of attraction and find ways to reduce the number of departures. Such a comparative analysis can be carried out for websites that are older than 4-6 months, constantly updated and filled with a lot of content.

Client Acquisition Strategy Requirements

If the company has a wide base of active customers interested in purchasing the goods or services offered, that’s fine. But even in this case, sooner or later you need to think about expanding the client flow. And then many people choose the cold sales method that has become a classic – a direct offer of products to people or companies who are currently not interested in it. One of the most used methods of cold sales is calling a certain base. Although there are other ways in modern conditions less productive. The effectiveness of such a marketing technique for attracting customers depends on many factors. But if we take the averaged indicators, then one manager who makes about 50-60 calls per day can expect that only 5 percent of potential customers will agree to a meeting or discussion of cooperation. And directly to a deal, it comes even less often. On average, a manager on cold calls can provide about 1 sale per 100 calls.

The right marketing strategy is a broad concept. Today there is a universal sales tool that is suitable for actively attracting the attention of customers to any product or service. The effectiveness of Internet methods directly depends on the right strategy, which should be based on an analysis of the target audience, the activities of competitors and the goals of the company. Once these data are received, it is necessary to draw up a clear customer acquisition plan for the use of promotional tools:

Landing Page – A site consisting essentially of one page. It is a kind of presentation of a product or service that has a specific purpose. Most often, the goal is to perform an action – a purchase or registration.
Contextual advertising. An effective way to attract customers for a wide range of companies. However, not for everyone. The cost of clicks on some requests can reach high prices. And it should be remembered that the number of users blocking advertisements in browsers is growing every year – according to research in 2015, their number reached 198 million people.
SEO optimization – This concept means the fitting of the website content to the requirements of search engines to increase the conversion. However, there are also hidden problems here – the requirements of search engines are constantly changing, and even strict adherence to them does not guarantee a good result.
Content marketing – The essence of this relatively new method of attracting customers is simple – to provide the buyer with useful information, the company forms a loyal attitude to itself. Placing on your own site objective materials that help the client solve the problem, and not just inform about the product or service. It’s a great way to find and attract new target customers.

Update and Republish Old Content for a Ranking Boost

Creating and promoting content takes a lot of time and resources including the money spent on copywriting and advertising. Quite justified is the desire to recoup these investments, having received many views, reposts, quotes, and quality backlinks. However, the period of mass interest in a particular material is limited: it is being squeezed out by other publications or the information is becoming obsolete. But there is a way to bring old publications back to life and get a conversion. This is a replication – duplication of successful content on third-party resources or re-publication on the same site, after a certain time. Such a customer acquisition strategy for eCommerce allows us to seriously decrease the average eCommerce customer acquisition cost. Republishing – Rases organic traffic by 260 percent. Additionally, this technique allows attracting visitors from Twitter and Facebook. And all this without publishing new articles.

The use of customer acquisition strategies is vital to maintain stable and persistent development of business approaches. That is why every forward-thinking entrepreneur has to invest his time and resources in eCommerce to fully guarantee the success of the company and the income of new customers.