Prospecting Vs Loyalty Conversion Optimization

March 26, 2024

Optimization for Prospecting and Returning Customers

Hello friends from #ecommerce - we continue our innovation series and thought process on how we try to solve for Signal Loss.

Pre-read: Understanding your audiences Why? Understanding and optimizing for your LTV vs future value against LTV is really the business if you are a growth marketer. This depends on your knowledge on optimizing for prospecting customer [ PC ] revenue and returning customer [ RC ] revenue.

How does Blotout interpret PC and RC?

PC = Prospecting Customer

RC = Returning Customer

“Combo them = your business and growth comprehension”

As brands grow, they start to understand the value of retained audiences and if they want to remarket via Meta or other loyalty channels.

And while either option is great, knowing how your prospecting customers [ seasonal acquisition by nature ] and returning customers [ fairweather for your season ] are reacting to your brand messaging and branding creative remains key.

You may (or may not) be surprised that prospecting customers trying you Vs known customers react very differently on advertising platforms. Finally measuring in-platform is critical because all other attribution platforms are modeled [ they are modeled based on clickstream distribution and will be inherently guessing for view based attribution ]

As a bias, we strongly believe that all MTA models should only be click and views should be in-platform [ as biased as they are ]

What is the problem? Or insight? And benefit?

There is no problem, really. However, there is insight and benefit - if we could identify prospecting vs returning customers clearly on advertising platforms and interpret their data, would it help you optimize better?

What if you could? Completely stop sending Returning Customer conversions if you are hyper focused on just prospecting customer acquisition via ad platforms Isolate prospecting and returning customer acquisitions real time and measure them on platforms so you could understand how your campaigns are doing against each Be able to tell if your suppression audiences are working at all Understand what creative works for what kinds of customers and optimize correctly for each

Would you? If you would, read on. If you would not, please find me and let's chat why you would not.

What is the answer?

Now you can. With Blotout you can break out NC and RC conversion metrics (and soon all funnels) as part of your purchases on Shopify and WooCommerce (soon all platforms).

Purchase EMQ Scores

Blotout supports this on; Meta Google Ads

This is especially critical for each of those platforms that drive 60-70% of your revenue. But it's critical that platforms don’t get to overattribute, and this is a great way to optimize for them.

However, beyond campaign optimization it is key to get creative insights from each; you’d be surprised to know that each cluster differs and continues to differ as variant seasonalities come through.

How would the Merchant benefit from it?

The benefits are clear for Meta; Optimize for prospecting customers only but this also builds seasonal lookalikes for the customers who you want to acquire Don’t give benefit to Meta to count returning customers and their algo will automatically hyper focus on your focus Never worry about suppression again considering bugs in audience sync [ yay! ] Measure prospecting customer acquisition creatives against returning customers Isolate Returning customer acquisition like above

The benefits for Google Ads are similar; Google always over attributes so isolate conversions that are the focus Vs letting the platforms bloat on attributions Understand if you can get P/Max and YT to focus the same way

Which merchants should use this?

Once you cross close to $100,000 per month in run-rate revenue, we strongly suggest you isolate your audiences and activate them for better results.

Note: Blotout can further automate this, we are waiting for customers to make transactional requests. We already do last click optimize for last click channels [ direct, search, paid search, etc ] and live audiences [ 1P Lookalikes, 3P , etc ]

How do I get started?

For Shopify integration, visit Shopify.

For WooCommerce integration, visit WooCommerce.

For other platforms, find more information here.

Our Mission

  • Come for Performance, enable Privacy
  • Stay for Customer Service
  • Learn and Innovate to solve Signal Loss