“Make it to the end and there’s a treat in it for ya…” – Lessons in Customer Acquisition

So, this week in my Digital UX class @HowardVK started discussing what can only be described as acronym porn; in attendance was CPC, CTR, CPA, CPPA, AARRR (synonymous amongst pirates it seems) and last but not least the good ol’ sales funnel.

Focusing on successful customer acquisition, we delved into the discussion of analytics and how only through scrutinizing both audience and respective goals could one truly reap effective growth and results. It wasn’t enough to just sit and hope that your customers made it to your KPI, you literally had to guide them there by removing any friction that they might acquire before, during and after the courtship. Getting customers to your site is easy enough, particularly if they are actively searching for the service which you offer but once they get there, who or what is around to greet them? Customers viewing your ad or listing in their Google search results are most likely to be at their researching or purchasing stage, if not both. So let’s say for example, that you are on top of your SEO and you’re ranking quite high in Google search results AND its a paid search ad that your customer happens to click on – unless they know what they want down to a ‘T’, this is precisely how they feel:

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So its imperative that your website actively guides them through their journey and this is where your ‘super hero’ of a sales funnel comes into action to determine whether they’ll stay or bounce.

Naturally you’re going to lose some along the way through a number of reasons but those that do stick around need to value their experience with you. I like to think of it as a lesson in dating – bare with me whilst i explain – you’re courting someone that you like and you want them to like you back, so what do you do? You ensure that you’re always dressed in your best glad-rags, you compliment them, you maintain an open demeanor, display loyalty and are constantly letting them know how much they’re worth to you – all with the hope that they’ll realise how awesome you are and stick around. Exactly the same as nurturing a customer non? You build your website with their interest in mind and around what you want them to experience then tailor it with the use of A/B testing to incorporate behavioural/psychological patterns going on to execute it implicitly.

And just as a lot of people enter the funnel, just as many leave. Predominantly getting people to convert is a numbers, guessing and testing game allowing you to change, tweak and develop the results over time. You have to make changes one by one, bit by bit and not all at once or you wouldn’t know what worked!

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A great example of how to optimize each CX visit

Source: ASOS

If you are trying to optimize your conversion funnel some things that you might want to change are:

– Your copy: Having engaging copy and changing the headlines/words to entice different audiences or reactions

– Colour: A call to action button in green or red is most likely to be registered than one in grey

– Positioning of your CTR/Call to action button: If someone is already on their desired path to purchase don’t throw barriers in the way by hiding the ‘continue to basket button’

– The medium: Text vs Video vs Demo: Continuing with the e-commerce example, sometimes a demonstration of the product coupled with reviews is more likely to influence your prospective customer

– The promotion on offer: If you have associated products on sale, why not align them alongside the item that they are viewing. A bit of copy such as ‘People who purchased this also bought X’ is likely influence more purchases and your average spend per customer

– Personalisation based on location or demographic: ie ‘if you are a global business, why not automatically redirect a London customer to your UK url etc

– Optimizing your site for mobile i.e. Considering mobile usage is overtaking that of PC’s, if your site is tailored additionally to that platform, you are already optimizing their experience

– Social recommendation: Allowing customers to recommend and share your content for you through social platforms will both help with SEO (on and off) and influence their direction towards the much needed end goal

And last but not least, lowering friction points: the number of clicks that a prospective customer needs to go through to get to the end goal is more than likely going to waver them away from making that end purchase

So with all that learnt and read, here are some websites that offer further (non-novice) advice on how to garner and keep customers:

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