What to do if the indicators in CRM channels are falling: we share the agency’s experience
Posted: Mon Jan 27, 2025 5:50 am
Customer Acquisition Cost (CAC) Is Growing: How CRM Communications Audit Can Help
Problem : CAC growth may be caused by poor touchpoint performance, poor funnel performance, or poor targeting.
As CRM marketers, we've focused here only on those ways to reduce CAC that directly relate to our industry.
Analyze your audience touchpoints
Conduct an audit of CRM sources of leads: pop-ups, forms on facebook data the website, mobile application and other channels. For clarity, create a map of such sources.
Map CRM Lead Sources to Reduce CAC
Lead source map example
What other touchpoints can you add and which ones can you optimize?
For example:
place pop-ups on the most visited pages of the site,
make widgets brighter and more noticeable,
change the message or number of fields in the contact collection form.
Improve the visibility of widgets and reduce the number of fields in forms: ask only for basic data (phone and email), collect the rest later - for example, when registering for a loyalty program.
Problem : CAC growth may be caused by poor touchpoint performance, poor funnel performance, or poor targeting.
As CRM marketers, we've focused here only on those ways to reduce CAC that directly relate to our industry.
Analyze your audience touchpoints
Conduct an audit of CRM sources of leads: pop-ups, forms on facebook data the website, mobile application and other channels. For clarity, create a map of such sources.
Map CRM Lead Sources to Reduce CAC
Lead source map example
What other touchpoints can you add and which ones can you optimize?
For example:
place pop-ups on the most visited pages of the site,
make widgets brighter and more noticeable,
change the message or number of fields in the contact collection form.
Improve the visibility of widgets and reduce the number of fields in forms: ask only for basic data (phone and email), collect the rest later - for example, when registering for a loyalty program.