Tag: customer acquisition

Even the best marketers forget about retention

Savvy marketers will calculate their Customer Acquisition Cost (CAC) to make sure they are acquiring customers cheaply enough to turn a profit. Most of that goes towards upfront costs like advertising or paid deals, leaving very little to actually retain a customer. Which is silly because retaining the customer will boost how much they spend …

Read more

Spend more on retaining your existing customers

Many stores spend a lot of resources on customer acquisition. How much does it cost on average? What about an online store customer vs POS vs Facebook? Does it increase over time or stay within a band of costs? But acquisition costs are only part of the picture. You’ll want to look past the first …

Read more

The first purchase matters

How a customer first purchases from your store matters. If they came in from a friend’s referral, they’ll likely trust your store and have a positive experience. Even if small things don’t go right. If they clicked on an ad that interrupted their free time, they’re likely to have missed some things (e.g. shipping policies) and …

Read more

Do you know where your Shopify store sales actually come from?

Sometimes I’ll hear stories about a new marketing channel and how amazing it is, but then there’s no sales data to back it up. It just "feels" good (read: fun to use). It’s similar to how much social media is talked up as an email marketing disruptor, but then (not) surprisingly when you look at …

Read more

When Facebook goes down, does it drag your Shopify store down with it?

It’s important to attract customers using more than one marketing channel. In March 2019 the entire Internet saw Facebook suffer an outage. This also took down Shopify’s Facebook, Messenger, and Instagram sales channels, effectively stopping any traffic and sales from them. If that was the only marketing channel you used, you probably had a horrible …

Read more