One thing we love about eCommerce is that it works well in all channels when executed properly. The question then becomes, which channel do I start with and which channel will reach the business objective the fastest? Let’s forget channel compliance requirements for a second and consider something so basic that most digital advertisers overlook it entirely (to their detriment)…. When it comes to your product, your prospects exist in a certain level of awareness, which means they’ll have a certain degree of existing intent behind the desire to purchase your product. Here’s a look at the varying levels of awareness: – Problem unaware – Problem aware – Solution unaware – Solution aware – Your solution aware Where do your prospects exist and how big is the size of the audience that lives within each? If you’re selling a brand new product that solves a problem your prospects didn’t know they have, then it’s up to you to educate them! This also means they likely have little to no intent to purchase your product. You need to create it! Now, let’s explore the two different types of marketing: Push – creating customer-intent. Example: Paid Social Pull – leveraging existing customer-intent. Example: Search Engine, Retargeting Back to our example, if you have a new product concept that solves a problem that requires education, then you should start with a Push Marketing channel that allows you to leverage long-form content like videos that enable you to highlight the problem and present your solution in a format that’s engaging and easy to consume (like a video!). Understanding how people typically consume information online will be your secret weapon to creating the perfect acquisition strategy that uses push and pull channels together; in other words, adopting an omnichannel approach. For every one answer you provide for your prospects, three more questions arise. You can use this principle to craft the perfect funnel that leverages both Push and Pull. This is what we do.

Simply put, your cost per acquisition is a result of two things: – Ad costs. – Your store conversion rate. Your ad costs are predicated on many things (auctions, conversion rates, engagement, targeting, your competitors, your product vertical, customer experience, etc.) But to keep it simple, the most important thing is the quality of user experience you’re creating. The more inferior quality you’re providing, the more the platform will charge you to show your message to your prospects. The platform will measure this user experience from ad to thank-you page, and in Facebook’s case, surveying your past-customers! Low conversion rates, slow page speed, low time spent on site are signals platforms use to determine the user-experience quality. The simpler you can make your site to navigate, and the more relevant your content is to your target market, (i.e., the more valuable the information you’re providing is), the higher page engagement you’ll have and the higher your conversion rates will be at each stage of your funnel. Which leads me to conversions rates. Given the above, the most important thing your business should focus on to help drive down CPA is increasing your funnel conversion rates (for the reasons noted above). To do that, you need to identify all the conversion points in your funnel. Let’s use a basic funnel that doesn’t include any particular strategy for simplicity sake: each “>” represents a conversion point Ad > Home Page Home Page > Collection Page Collection Page > Product Page Product Page > Add To Cart Add to Cart > Checkout Checkout > Purchase At farsiight, we’ve developed industry baselines for which each conversion rate should be. Once we identify your baselines, we use these benchmarks to determine the best optimization strategy starting point. Low ad click-through rate? More engaging ads. Low add to cart rate? Ensure product pages incorporate basic conversion rate best practices that build trust and elevate the solution. The higher each conversion rate is, the more people will make it through your funnel to purchase – the further $1 spent will take you on-platform.