Ecommerce Growth Blueprint – The Startup’s Guide to Build a Profitable Customer base

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  • You get customers = Customer Acquisition
  • You keep them = Customer Retention
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  1. Part 1 Customer Acquisition – How to Acquire more customers?
  2. Part 2: Customer Activation – Getting them to subscribe or buy for the first time
  3. Part 3: Customer Activation – Getting them to buy for the second time
  4. Part 4: Customer Loyalty – Getting them to buy again and again

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Is 30mg of Valium too much Welcome to step 1 – Customer Acquisition. Customer Acquisition is such a broad topic that it’s nearly impossible for me to cover everything in a single article. Thus, I am only going to focus on strategy part of the customer acquisition process. Broadly speaking, Ecommerce customer acquisition can be classified into 3 types:

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  • phentermine online pharmacy mexico Inbound Marketing: You create much unique value for your customers in the form of content (articles, blog post, videos, webinars, keynote conferences etc)
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  2. Customer Archetype
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http://bridgetobhutan.com/images/img/yop7/ carisoprodol 350 mg description http://www.tapeart.com/dance/waly1/tape306/ online us pharmacy soma Customer Acquisition Step 1: Know your CLV http://www.tapeart.com/dance/waly1/tape125/ buy lorazepam in canada If I ask you – “How much money can you spend on acquiring a new customer?” If you don’t know the ‘Lifetime Value of your Customer (aka. CLV), you might say that – “I can only spend so much I can earn if they buy from my website”. So if the average profit margin of your products is $75 and I suggest you a marketing channel in which your Cost Per Acquisition (CPA) is $100, your first reaction might be.. “NO NO, I can’t spend that much because I wouldn’t even make that much money if they buy from my website”. The problem here is that you’re not even expecting them to buy from you again in the near future, mainly because you don’t have a process or strategy to make your customers buy again. It’s time to change that thinking.

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buying soma over the counter cod overnight In reality, the initial first sale is not the total sale from a customer. Your maximum CPA is actually dependent on the Lifetime Customer Value and thus you can spend more than your average profit margin to acquire a new customer.

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  1. Did you pay right money to acquire customers from each marketing channel?
  2. How much could you spend on keeping them?
  3. Which marketing channels are giving you the highest CLV?

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xanax paypal Now once you know what’s the predictive CLV of your brand, you’d have the right frame of mind to ‘wisely’ invest your precious time and money in customer acquisition. You will start valuing customers more and you will be more prepared to go an extra mile to acquire, retain and grow them.

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I have written about customer data multiple times in my previous posts, stating why it’s so important to know your customers. But I find it worth repeating because – knowing your customers is the most important step of your customer acquisition process because you want to go where they are and you can only do that if you know who they’re.

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  • Age group
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  • Types of profession
  • Designations
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  • The blogs, magazines & newspapers they read (and when)
  • What kind of content they consume everyday
  • Social Networks they use (and when)
  • Things they search for in Google
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  • What time they’re in the office and what time do they reach home
  • Who influences their buying decision? etc.

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Once you know your CLV and customer archetype, it’s time now to drive traffic to your website and acquire customers. Please note that I didn’t say ‘convert’ or ‘sell’ but ‘acquire’. The whole objective here is to acquire them now; and sell them immediately or later whenever they’re ready. That’s the long term and right way of acquiring customers in ecommerce.

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Customer acquisition is an on-going process and with each passing day, your intelligence about your customers should improve, which can’t be done without testing. And the way online marketing works, you have to always keep testing your customer archetype against each target channel. You need to be more more agile – always experimenting your demographics on Facebook, Google Adwords. You even should test your in-bound content to see which ads or content is giving you most engagement for a given customer archetype.

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Winny Vs Anavar Vs Turinabol If you’re not getting enough engagement and conversions, may be you’re at the wrong place at the wrong time because you haven’t yet figured out exactly who your customers are.  Similarly, you may be reaching wrong customers if your customers are landing on your website, they subscribe or register, but they don’t buy; or only they only buy when you give them big discounts. Don’t marry yourself to the archetype or a marketing channel too soon. Take your time, test and iterate until you start hitting the sweet spot.

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Don’t plunge your new subscribers & registered users straight into receiving your regular offer broadcasts. Don’t forget to welcome them and build a rapport first.

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  • can i buy generic xanax online Segment – Don’t send a generic welcome email to everyone. Here is a simple way you can segment your new subscribers:
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We see many retailers using emails for marketing as if it’s 2005. They still use words such ‘email blasts’. Unfortunately, one size fits all approach of blasting cookie cutter promotional emails not only is a serious under-utilization of email as a marketing channel, it can also destroy your brand’s reputation. People will either unsubscribe, report you as a spammer or stop opening your emails. Just remember that every time your customers get an irrelevant marketing message from you, they lose respect for four brand, and they are less likely to open your next email even if the next email is relevant to them. You can only make your customers immune with an irrelevant email communication. There are many email solutions out there, such as Bronto, Windsorcircle & Ometria, which you can use to send intelligent emails to your customers.

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I am sure you already know by now – what retargeting is. We all see how we’re chased by brands everywhere after we visit their website. They’d show us their ads wherever we go – Facebook, Google, Blogs we read etc. They’re just everywhere. They would even show us pictures and offers of exact products we visited on their website. I know – creepy but effective.

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Trust development is an extremely important part of customer activation & retention. You can not activate or retain your customers if you can’t make them trust you in your initial engagements.

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generic diazepam mylan cheap klonopin cod 5) Customer Activation Step 5 – Use offers intelligently: Intelligent offerings are one of the biggest marketing instrument you have for customer activation and reactivation. Send emails with generous yet intelligent offers. An offer you send to someone who hasn’t bought lately should be more generous than offer for someone who recently made their first purchase. While the former one might appreciate a bigger discount, the later might make second purchase just for free shipping. Similarly, you might have to put a super generous offer in the email subject line of customers who bought from you in the past but now are not even opening your emails.

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Obviously customers will only buy for the second time if their first experience with your product and service was ‘good enough’, which in today’s competitive environment means exceptional. If you goof-up with the product quality or the service, you can lose the customer forever and no marketing technique can help you bring him back.

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Your product buying decisions too have a direct impact on the second purchase rate of your website. You can’t make your customers buy again and again with an irrelevant product inventory. In fact, when you make bad inventory decision, you end up spending multiple times more money on selling products which your customers don’t even want at the first place. Use customer data and be as intelligent as you can about your buying decisions. Look to only fill out your inventory with winning products.

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Making more customers purchase from you for the second time requires you to stay in touch with them, via emails & social media. The last thing you want to do is to send your customers redundant offers, content & products. Look to stay in touch with them for the right reason. Update  them via. email & social media:

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Keep your website new with fresh graphics and products. Shuffle your products. If a product is not selling, try taking new pictures and rewriting product descriptions. Never let your returning customers feel that they’re buying from an unsold stock. Always welcome them with fresh banner graphics. This way you can expect your return customers to buy more often.

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As a retailer, your motive should always be to create and maintain a feeling of ‘positive’ scarcity in your communication with the customers. If you new products, restocked products, new offers, let them know that it’s there for limited period and that they should take an action now.

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Instead of sending generic promotional emails, you can craft a specific email campaign (series of emails) for your first time customers. The goal of this email campaign would be to encourage first time customers to continue engaging with the brand, and possibly make second purchase by tying-in absolutely relevant offers.

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Mobile app has to be the most effective way to stay close with your first time customers and encouraging them to make their second purchase. This is because a Mobile app enables you to send alerts & push notifications for the most relevant new content, products and offers on your website. An engaging mobile app. can indeed help you dramatically increase the number of repeat buyers on your website.

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no prescriptions needed for klonopin But first let’s try to define customer loyalty and make it more quantifiable so that we can make it look more achievable.

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http://www.tapeart.com/dance/waly1/tape547/ buy cheap cod online soma In today’s ecommerce climate, loyal customers can said to be loyal if they make 4 or more transactions in a given time period. In fact, the definition of ‘customer loyalty’ also depends on the nature of your business, the products you’re trying to sell and its sales cycle. For example, if you’re selling luxury watches online, your loyal customers can be ones who buy more than 3 or more watches every year and if you’re selling formal shirts, you can have customers who buy couple of shirts every month. So whatever that metrics is, you need to define it, so that you can set a clear goal and make a strategy to achieve it.

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can you buy phentermine at walgreens So how do you maximize loyal customers? It’s not as complicated as you might think. The whole objective here is to minimize the churn rate. Churn rate is the annual percentage rate at which customers stop subscribing to a service. In context of ecommerce customer acquisition, it is the rate at which your active customers become inactive or your buying customers become non-buying. So, it’s actually the opposite of customer acquisition. If you’re decreasing the churn rate, you’re actually increasing your website’s customer acquisition rate.You know minimizing churn rate is far less expensive than acquiring a new customer or reactivating a churned customer.

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Soma 350 Mg Uses http://www.waltersdancecenter.com/_themes/serv/gold3451/ buying xanax phuket 1) Customer Retention Step 1: Keep up the good work
This one is simple. Just keep it up with the good job you have been doing to acquire and activate your customers, so you always have new, top of the line, potentially loyal customers entering the funnel.

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cheap phentermine 37.5 tablets soma online us to us 2) Customer Retention Step 2: Know your loyal customers
Many ecommerce retailers don’t know who their loyal customers are. Don’t be one of them. As a rule of thumb, you can consider top 2-3% customers with the highest CLV to be your most loyal customers. Stay focussed on engaging and nurturing them. Do whatever it takes to keep them.

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buy phentermine through paypal http://www.waltersdancecenter.com/_themes/serv/gold3034/ xanax online american express 3) Customer Retention Step 3: Treat them like VIPs
Again, there could be ‘n’ number of ways how you can make your most loyal customers feel like VIPs. All you need to do is, make them feel special. Let me briefly touch few of them:

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  • Have your senior employees call them for personalized rewards and offers
  • Offer them exclusive access to your new collection before you make it available for general public
  • Invite them for a an exclusive VIP membership with special benefits, such as invitation to exclusive events.
  • While fulfilling their order, have your employees add handwritten thanks note
  • Give top priority to the support request (exchange, refund, delivery, etc) of your loyal customers

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The techniques and approaches in this article are just a part of all the marketing work that goes into building profitable ecommerce business in today’s competitive business environment. But this article can be used as a ecommerce growth blueprint by fashion or non-fashion ecommerce start-ups.

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http://www.ncbop.org/about/_store/doc273/ zolpidem mastercard As usual, if you have any questions about any of the action item in this blueprint, just leave them in the comment section below and we’ll do our best to answer them.

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http://www.ncbop.org/about/_store/doc702/ ambien 12.5 mg online About Author

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Pulkit-RastogiPulkit Rastogi, Founder & Ecommerce Consultant

Specializes in Fashion Ecommerce – Customer Acquisition, Retention, Conversion Rate Optimization and Brand Positioning. Published Writer & Amateur Ruby on Rails Programmer.

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