Most people suck at marketing and it’s true. They create some weird online sales funnel and run Facebook ads which hardly convert any clicks into sales. It is frustrating and I agree! Most people focus on all of the wrong things when building an online sales and marketing funnel. They miss important funnel pages, behaviour based actions in the funnel workflow, send traffic to irrelevant pages, incorrect Facebook Ads targeting and more.
But, do not worry…
I’m going to show you 3 strategies which we use in our growth marketing agency, GrowthRabbit. It has helped one of our ecommerce clients’ website to reduce the user acquisition cost from $12.10 per user to $5.57 per user without adding any more traffic.
We reduced the cost per acquisition by $6.53 per user using this! And it’s not just one client. We successfully implemented these strategies for most of our clients but at the end of the day it also depends on their problems and their current situation.
Most importantly, these strategies are tried and tested. It can help reduce the acquisition cost, increase the sales and overall funnel conversion rate dramatically.
Let’s review the strategies which helped us achieve these results.
Discover How We Reduced the User Acquisition Cost For One of Our Ecommerce Client’s by 53.96% In Under 90 Days
(THESE STRATEGIES WORK WITH ANY PRODUCT OR NICHE)
Strategy Number 1:
Build a behaviour based online sales and marketing funnel (Funnel workflow).
This is an important part of the online business equation. Without a funnel, why you even run an online business. There is a lot of noise out there and if you don’t play smoothly then big guns and sharks will roast and swallow you like they swallow canapes.
The first thing to do is to design online sales funnel based on your goals and objectives.
And, therefore we designed strategic behaviour based online sales funnel that uses if/else logic.
It includes four sections:-
Traffic, Engagement, Acquisition and Retention. These sit at the Top of the funnel, mid of the funnel, bottom of the funnel and the retention funnel.
Each of these online funnel stages are integrated with multiple channels such as Facebook ads, Google Adwords, search engine, emails, retargeting that offers multiple touch points to a user. This help reduces the acquisition cost dramatically.
In our client’s case, we reduced the acquisition cost by 22.80% in under 30 days just by designing, building and implementing the behaviour based online sales funnel.
Check out this screenshot – one of the section of funnel workflows. Unfortunately, we cannot share the complete funnel workflow because of the confidential reasons.
Strategy Number 2:
Strategic Facebook ad targeting and campaign structuring
Nowadays setting up and activating Facebook ads is so easy and tempting BUT honestly speaking it is nothing more than preparing a nice meal for a hungry shark.
Facebook ads or any paid acquisition channel needs a feeding of a proper audience targeting and campaign structuring. This in return helps spit out maximum Ads ROI.
We did thorough audience research using audience research tools, spoke with the Co-founders – asked them open-ended questions, went through their customer reviews, product sales report, survey results etc. Basically, any information which can help us understand and create the audience persona.
Check out this screenshot – some of the tabs of campaign structuring sheet. Unfortunately, we cannot share the complete sheet because of the confidential reasons.
Ad campaign structuring was done based on the funnel workflow. Strategic campaign structuring helped us determine which ad was working, which audiences were responding and which product brought us sales etc.
We were also micro-tracking all of the ads which means the tracking of every single version of ads using unique codes. Thus, we know which ads to keep and which to kill.
Strategy Number 3:
Funnel email automation and sequences
Marketing automation makes the process faster and efficient. It helps collect accurate data and makes user targeting ultra-efficient. Tools such as ActiveCampaign or any other marketing automation tools can fit the bill.
We designed multiple automated funnel email sequences responding to user actions taken at each stage of the customer journey.
Basically, these email sequences push the users further down the sales funnel – for example, one of the sequences was abandonment cart sequences, which helps reduce the abandonment rate.
We designed and built each of the funnel sequences in line with an online sales funnel workflow – it is the foundation of acquisition model. And using the marketing automation tool, we automated the complete process.
In 90 days, we reduced the total acquisition cost by 53.96%, increased the conversion rate by more than 14.82% and acquired 6000+ registrations without adding any more traffic.