Increasing the efficiency of your customer acquisition cost (CAC) is one of the best ways to increase the profitability of your SaaS company.
Streamlining your customer acquisition by looking at improving overall processes can be the key to sustainable growth and improved cash flow, but it needs to be approached strategically. Many CAC optimization efforts simply waste time and money, resulting in little change to the initial metrics.
Why Improving Your CAC is so Important
Customer acquisition cost (CAC) is one of the most important metrics for a SaaS company. It’s a key performance indicator (KPI) that has an impact on every other facet of your business.
CAC measures the amount of cash that a business has to burn to acquire new customers. It’s also an indication of how long it will take a company to regain that same amount of cash. Companies can analyze their CAC data and decide whether they should start boosting their sales and marketing efforts, or whether they should be cutting back.
Another option is to look at methods of optimizing all the moving parts that play a role in customer acquisition. Increasing the efficiency of your CAC can get you paying customers faster, giving you a more steady cash flow, and improving your customer lifetime value.
How to Increase the Efficiency of Your CAC
When you’re thinking about optimizing the efficiency of your CAC, you need to take into account everything it took to acquire a new customer. This might include the cost of:
Attracting leads that didn’t become customers
When you calculate your CAC taking all these things into account, it can often be a shock. This is usually when companies start looking at ways to streamline their processes to get a better return on their customer acquisition efforts. Surprise – CAC isn’t just about getting a lower cost per click for your Google ads!
Analyze CAC Metrics Regularly
Examine Your Lead Generation Methods
Exploring new lead generation tools might include:
Leveraging referrals from current/previous customers
Partnering with more established brands to build trust and gain wider exposure in the market
Using social media to create exposure, increase brand engagement, and encourage sales. Get your team involved. 70% of customer brand perception is determined by interaction with people, so having your startup actively building a great reputation on social media platforms can be a huge advantage. Bonus – it’s also low-risk, and free!
Guest blogging. Creating valuable content can take up a lot of time and energy, and often when you publish it on your company site it gets a handful of likes. Or no response at all. This is always disheartening for a creator, but there’s a better way. By pitching guest blogs to the places where your customers spend time online, the same carefully crafted articles can get a wider exposure and more engagement. Find the right platform and it could be a goldmine for bringing in new customers.
Improve the Time it Takes to Regain Your CAC
One of the biggest startup killers is having to wait an agonizing number of months to break even on the cost of signing up new customers. In the meantime, outgoings and expenses keep stacking up, leaving you short on cash. Anything you can do to shorten the time that it takes to get the initial acquisition cost back will help improve your overall business health. Ideally, you should aim to regain these costs in under 12 months.
Streamline Your Sales Cycle
Decreasing the number of touchpoints a prospect has to go through to become a customer can help work towards this. For example:
Create a detailed FAQ for customers when they visit your website. Demo videos can also be effective. These additions can help answer basic questions that can otherwise take up your sales and support teams’ time, and also address common objections customers might have when thinking about signing up for your product.
Provide a comparison chart between you and your closest competitor to show potential customers (strategically) that you are the better choice.
If your sales model is low-touch already, consider ways that you can reduce or eradicate these initial steps to reduce the friction for potential sign-ups.
Increase Your Customer Retention Efforts
Final Thoughts on How to Improve the Efficiency of Your CAC
By continuously evaluating how you can improve the efficiency of your CAC, you can move your SaaS company towards being more financially stable and having a positive cash flow. Efficiency should be looked at from a holistic perspective – it’s not just about “paying less” for a customer. Optimizing your lead generation and sales cycles, together with recovering CAC costs faster and retaining customers for longer will move you towards a more improved customer acquisition metric.
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