The basis for reducing CAC was the development of each stage of the Customer Journey, using complementary channels with different customer acquisition costs. For example, in Google Ads, we used custom audience lists for effective targeting—prospecting campaigns for new users (e.g., parents looking for pants for their child).
A strategic element in reducing customer acquisition costs was the use of Facebook Ads, mainly to build brand awareness in the “see” and “think” stages, where CAC is naturally lower than in direct sales campaigns. Prospecting campaigns, targeted at parents with specific interests (children’s clothing, toys), generated cheap traffic, building a base for later, more effective remarketing.
In addition, we created and published articles on external portals in order to build the website’s link profile and reach new users. We also strengthened signals for indexing robots by globally updating title elements, meta descriptions, and first-level headers. We conducted an SEO audit of the website, prepared a list of key technical implementations, and implemented product category descriptions using appropriate keywords. The blog and advice section increases organic visibility and addresses the see, think, and care stages of the customer journey. We also prepared recommendations to support the client in building their brand strategy.
Marketing dla e-commerce
