Make Every Click Count: Maximizing Your Customer Acquisition Budget
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Transcript of Make Every Click Count: Maximizing Your Customer Acquisition Budget
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Making Every Click CountPam WebberChief Marketing Officer at 99designs
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• Yes, we are recording today’s webinar!
• Slides and recording will be sent to all registrants later today
• Save your questions for Q&A with our speaker after the interview—use the GotoWebinar panel
Webinar FAQ
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Meet our SpeakerPam Webber, CMO, 99designs• Leader of global marketing team• Responsible for customer acquisition
and increasing lifetime value of customers
• Previous experience: eBay, PayPal, variety of startups, ecommerce company founder
• Passionate about finding “aha moments” to drive strategic direction
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Agenda
• Planning and staffing
• The top challenges—and how to overcome them
• Optimizing through testing
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About 99designs
• World’s largest online graphic design marketplace
• Founded in 2008
• 125 employees worldwide
• 350,000+ customers
• 2015 revenue near $60 million
• 8 consecutive years of double-digit growth
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99designs helps customers get quality, graphic designLogos, websites & more
Logos
Designs by Vidakovic, Martis Lupus , A&V, J.Chaushev, Khramova, and Bence Balaton
T-shirtsBook covers Product packaging
BeveragesWebsites
Car wraps
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Planning for Customer Acquisition
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Identify Your Target. Define Your Persona
AngelaAgency
NickNiche
ValSMB
MiaMarketer
EricEnterprise Marketer
TedTech entrepreneur
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• Identify• Define• Validate• Test• Scale
Working with Personas
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Staffing for Customer Acquisition
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What is your strategy?
• Creating demand
• Capturing existing demand
Staffing for yourAcquisition Challenges
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The 99designs Marketing Team
Paid
Online Marketing (SEM, Ads)
Affiliates
Conversion Optimization
Designers
Communications
Education
Communications
Corp Comm
PR
Brand/Earned
SEO
Broadcast (Podcasts, Radio)
Campaigns(Social, Content, Promos)
International
Paid
Brand
Communications
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Reducing Customer Acquisition Costs
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Reducing Acquisition Costs
AnalyticsInvest in analytics.
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Reducing Acquisition Costs
“Free”Help your customers find you.
AnalyticsInvest in analytics.
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Reducing Acquisition Costs
RetargetingDon’t pay (a lot) twice.
“Free”Help your customers find you.
AnalyticsInvest in analytics.
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START THE QUIZ
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Challenges with Customer Acquisition
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Top 3 Challenges of Customer Acquisition
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• Identifying the “halo effect”
Top 3 Challenges of Customer Acquisition
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• Identifying the “halo effect”
• Data volume for confident testing
Top 3 Challenges of Customer Acquisition
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• Identifying the “halo effect”
• Data volume for confident testing
• Playing to your risk profile
Top 3 Challenges of Customer Acquisition
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• Learn from others
• Develop a ‘test and learn’ culture
• Create a strong partnership with your Analytics team
• Be ‘truth-seeking’ and cautious
Addressing the Challenges
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Optimizing Customer Acquisition through Testing
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Retargeting A/B TestObserved 20% increase in sales
Control – No Retargeting
Variation – Retargeting
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Moving Email Capture Higher in the Checkout Process2.5x captures without impacting conversionsVariation – Collect Email Before Last Checkout PageControl– Email Modal Pop Up Before Payment
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Gold Package RecommendationCTA drives 21% increase in average price
Control Variation
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Next on 99designs’ Testing Roadmap
• Welcoming more agencies and enterprise customers
• Assessing the impact of rebranding
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Optimizing Customer Acquisition
• Educate the team on how to interpret results
• If you can’t collect enough data to get statistical significance, go with your gut
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Final Thoughts
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Final Thoughts
• Customer acquisition is hard.
• There is a lot of noise.
• Use data when you can, your gut when you can’t
• Be truth-seeking.
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Q&A
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