The Economics of eCommerce Conversion Optimization

Why eCommerce marketers have to look beyond ROI on Marketing spend.

Focusing solely on traditional acquisition metrics neglects a crucial variable in optimizing customer acquisition cost (CAC). CAC is ultimately dependent not only on your efforts to bring users into the funnel but also on how well they convert once they arrive. But, if you deliver superior experiences to users once they arrive onsite, you can justify being more aggressive in your bidding and ad spend, taking on a higher CAC while remaining ROI positive.

As a result, deploying real-time personalization on your website should be seen as an essential element of optimizing eCommerce customer acquisition.