An Easy Way to Lower Your Customer Acquisition Cost in eCommerce

Your customer acquisition cost can make or break your eCommerce business.

You can only push your customer lifetime value so high, so, at some point, it’s necessary to reduce expenses to increase profits. And there’s one easy way to lower your customer acquisition cost that we’ll share with you here.

Four Not-So-Easy Ways to Lower Customer Acquisition Cost

The simple way we’ll share below isn’t the only way to lower your customer acquisition cost. There are a lot of tried-and-true methods you can use in addition to this tactic that will help increase profits.

They may not be as simple as clicking a button, but they’re easy enough.

Audience Segmentation

Audience segmentation is the process of splitting up your audience into different groups based on demographic, geographic, behavioral, and psychographic factors. That way, you can send them personalized content, communication, and offers that will make them more likely to purchase.

Good audience segmentation and personalization have the added benefit of increasing customer retention. Since it’s more expensive to acquire a new customer than to retain an existing customer, one of the best ways to increase profits might be to avoid needing to gain so many customers in the first place.


Unlike other marketing tactics, retargeting campaigns focus on shoppers who are already familiar with your brand. They’ve visited your website, maybe even thrown some items in their shopping cart, but for some reason, they decided not to make a purchase.

Email retargeting and similar campaigns can keep your brand top-of-mind and reduce cart abandonment.

Content Marketing

Depending on your offerings, content marketing can be an excellent way to generate traffic, brand awareness, and sales at a low cost. By creating and curating content that will appeal to your target market, you can affordably engage with shoppers who find you via organic search and social.

Marketing Optimization

Marketing optimization is essential to controlling costs. There are many areas of your marketing strategy that you can optimize.

Here are a few places to start:

  • Landing pages
  • Copy
  • Ad creative

The Easy Way to Lower Your Customer Acquisition Cost

The easiest way to lower your customer acquisition cost is to focus on eCommerce email marketing and reduce your email acquisition costs with website visitor identification.

Digital marketers are reporting huge returns on investment through email marketing, and it’s one of the most affordable marketing channels available. Thanks to visitor identification software, that’s even more true.

How Does Website Visitor Identification Work?

Website visitor identification lowers your customer acquisition cost by reducing email acquisition costs. You add a line of code to your website, and your visitor identification software will then match your visitors to a third-party database and send their contact information to your CRM or email marketing platform.

You can get your visitor’s name, email address, and mailing address for $0.24 a record—even if they don’t convert on your website. For an additional fee, you can add details like:

  • phone number
  • automotive data
  • household income range
  • age range
  • education level
  • gender
  • homeowner status
  • length of residence range
  • net worth range
  • marital status
  • presence of children

Other Benefits of Website Visitor Identification

In addition to lowering your customer acquisition costs, visitor identification can:

  • Enrich your existing data, so you know more about your customers
  • Enable more robust audience segmentation so you can deliver more personalized campaigns and offers
  • Give you more data on your most valuable customers to help you determine what market segments to focus on

Lower Customer Acquisition Cost with Website Visitor Identification

Website visitor identification software is an easy-to-implement solution to lower your customer acquisition cost. By combining this approach with the other tactics we mentioned in this article, you’ll take a giant leap forward in the [Revenue Optimization Tips for More Profitable eCommerce1]

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