Another Approach to Decreasing CPA

I recently wrapped-up a wildly successful campaign. This campaign represented a new approach for our client.... 1) They typically do not advertise during Q4, 2) The campaign focused on a completely new target demographic and 3) We advertised in new markets. Throughout the campaign (primarily display), we worked hard to get our Cost Per Acquisition (CPA) as low as possible. We optimized both the media and creative (ad units and landing page) throughout the campaign; resulting in one of the most successful campaigns the client has ever run.

Despite the success of the campaign, I know the CPA could have been driven much lower had we been able to take a more holistic approach to the user experience. Focusing our attention on the media and creative was the right thing to do, but we have yet to be able to optimize the process a user goes through to purchase our clients product.

This gets at one of my struggles with how many marketers (and agencies) are sometimes forced to approach CPA. They are typically able to optimize the media and/or creative only; and stop short at looking at the other factors that can negatively affect CPA (and customer satisfaction). My point of view is that optimizing the site experience IS JUST AS important as optimizing the media and creative.

In some cases, the excuse is that the limitations of the e-commerce platform keeps marketers from making substantial changes to the user experience. Well, yes and no. I've worked with enough e-commerce platforms and optimized enough experiences to know that even the smallest changes can have significant impact on CPA. Re-inventing the wheel doesn't have to be the only solution.

By optimizing the e-commerce sales experience (thereby decreasing customer drop-off), not only will a brand see happier customers and increased sales, but a decrease in CPA..... all without touching their media plan! I've seen this work for large and small brands alike. It works.

This is just one of many approaches to decreasing CPA.... Come one people, let's here some more!

- Chris