Customer acquisition cost (CAC)

Where do you put most of your marketing efforts? Which channels does your marketing team use? Maybe some channels aren’t well-adapted for your potential customer journey. Ensure all your different channels, upselling strategies, and pricing are bringing money to the bank. Social media, search engines, influencer marketing, referral websites, and incentives like discounts or special offers? Trace transactional customers back to their ‘last touch’ attribution source to understand which channels worked better than others.

Ensure your potential customers land on a page with the best possible probability of closing them. How? Add CTAs, improve the copy, or enhance the UX and readability, all while optimizing for SEO. Effective content marketing and messaging are crucial to guide users through a seamless customer experience. Even a 1% improvement across multiple pages within a specific period or time frame can translate to significant revenue over time. So, don't neglect the importance of your landing pages.

A good way to improve your CAC and, therefore, enhance customer relationship management is to retain your existing customer base and maintain a killer retention rate. A customer from your target audience returning and buying more over a specific period of time costs nothing compared to new customer acquisition efforts. Ensure your sales team does a great job onboarding new clients and that customer success is prioritized, with relationships remaining strong throughout the sales process’s entire sales cycle and lifespan. This can be achieved through optimization, automation, and by implementing a loyalty program or referrals. Customer retention can truly change the game, particularly for SaaS companies.