Looking to scale your DTC brand’s customer acquisition?
Let's break down the must-have components of a successful acquisition offer.
If you’re a subscription-focused brand or built around routines, getting customers into your subscription program is the holy grail. There’s nothing better than seeing revenue roll in automatically.
But how do you get there?
It starts with building a funnel that works—and that begins with the right offer.
The key to scaling customer acquisition is a smart strategy that;
(1) addresses your audience’s problem
(2) offers a solution, and
(3) converts them with a powerful incentive
Your ads should focus on a specific problem, while your landing pages and product experience should match that solution with value-driven messaging.
It’s ESSENTIAL to make the experience clear and enticing—whether it’s a discount, product bundling, or a guarantee.
The TRACE framework is a great way to structure your offer:
Technology: Use tools like CMS, bundling, or gamification.
Reporting: Track customer data and behaviors to optimize.
Audience: Target the right customer segments.
Creative: Problem-focused messaging with strong visuals.
Experience: Ensure a smooth, high-conversion landing page.
Instead of driving traffic to generic home or collections pages, create a specific landing page that directly connects the problem highlighted in the ad to your product’s solution.
If your product has multiple SKUs or subscription options, create bundles or highlight key reasons why customers love your brand.
For example, Magic Spoon drives conversion by bundling products, showing social proof, and offering a happiness guarantee.
It’s not just about getting a customer through the funnel—it’s about making that first purchase a no-brainer.
Acquisition offer should focus on:
(1) Product Sampling + Assortment: making sure you have enough product variety (flavors, scents, colors, etc.) for the whole family to try.
(2) Offer & Value: make it an easy financial decision with a discount or gifts to counter-balance the total price.
(3) Promise: outline, for the customer, what they from it.
(4) Insurance: explain the process if they don’t like the product.
(5) Soundbites: make it easy for someone to answer the “WTF is this?” question to a spouse or friend.
Whether you’re offering a subscription or a product sample, give customers a STRONG financial reason to convert.
(1)Discounts
(2) free gifts, or
(3) guarantees
can make a huge difference in pushing them over the edge.
To scale, find what works.
(1) Test your funnel
(2) Track customer behavior, and
(3) Continuously optimize the experience.
The right funnel can last years, like Hint Water’s legendary 36 for $36 deal that has worked for over 7 years. Just make sure your product delivers on its promise, so once you get “cans in hands,” your customers keep coming back.
This means that the second someone tastes, touches, tries, and feels your product, they should love it, and it should deliver on its promise.
Real value needs to be delivered.
Customer retention is the next challenge.
Use:
(1)email
(2) SMS, and
(3) remarketing
to reinforce why they made the right choice with your product.
Keep them engaged and focused on your brand, reminding them why they chose you over competitors.