Most ecommerce stores do not need “more leads”; they need more profitable customers. Customer acquisition should therefore connect traffic to purchases, margin and repeat behaviour.
Build acquisition around products customers want
Prioritise categories using demand, stock depth, margin, conversion rate and strategic importance. Then match channels to that opportunity.
- SEO: durable discovery around categories and products.
- Shopping and search: capture active product demand quickly.
- Paid social: useful where creative can create or accelerate discovery.
- Email/lifecycle: convert permission and purchase history into repeat value.
- CRO: improve the value of traffic already being acquired.
Measure new-customer economics
Track new-customer CAC, conversion rate, margin after marketing, refunds, AOV and repeat purchase. A channel that produces cheap first orders can still be weak if the orders are low-margin or refund heavily. See the 90-day ecommerce plan for the full operating model.
