Conversion Optimisation
Acquisition
Plain English
Getting new users or customers.
Definition
Acquisition is the glossaryProcessA process is a defined sequence of steps used to achieve a specific outcome.Open glossary term of attracting new users or customers to a product, glossaryServiceA service is a component or function that performs a specific task within a system.Open glossary term, or glossaryPlatformA platform is a system or environment that enables users, services, or applications to interact, build, or operate.Open glossary term.
In practice
Includes glossaryChannelA channel is a source or pathway through which users arrive at a product, such as search, social media, paid ads, or direct traffic.Open glossary term like glossarySearchSearch is the functionality that allows users to find content or information by entering queries. It relies on indexing, metadata, and relevance algorithms to return useful results.Open glossary term, social, paid ads, referrals, and direct glossaryTrafficTraffic refers to the number of users visiting a website, app, or digital product over a given period.Open glossary term.
In context
It is the easiest lever to pull and the most expensive to rely on. Spending more works until the payback period is longer than the average customer stays.
The reality
Driving glossaryTrafficTraffic refers to the number of users visiting a website, app, or digital product over a given period.Open glossary term is easy - attracting the right users who convert is much harder.
Compared with
Acquisition vs Activation
Acquisition brings someone in. Activation is the point where they first get real value. Money spent on acquisition is wasted if activation is broken, which is where most of it goes.
FAQ
Common questions
A few practical answers to the questions that usually come up around this term.
What is acquisition?
Acquisition is the glossaryProcessA process is a defined sequence of steps used to achieve a specific outcome.Open glossary term of bringing new users to a product or glossaryServiceA service is a component or function that performs a specific task within a system.Open glossary term.
Why is acquisition important?
It drives growth by increasing the number of users or customers.
What are acquisition channels?
glossarySearchSearch is the functionality that allows users to find content or information by entering queries. It relies on indexing, metadata, and relevance algorithms to return useful results.Open glossary term, social media, paid ads, referrals, and direct glossaryTrafficTraffic refers to the number of users visiting a website, app, or digital product over a given period.Open glossary term.
What makes effective acquisition?
Attracting relevant users who are likely to convert.
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