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The Acquisition Stage Explained

Learn what the Acquisition stage is, which metrics are worth measuring, and what marketing channels can move the needle.

The acquisition stage is where you start identifying website visitors as individual users. This is usually your first transaction with a user. Only instead of collecting money for your services, you collect their contact information, which gives you the opportunity to call, message, or email them.

For a local service business, this usually looks like a free quote, coupon code, or content piece.

Now, you’re going to want to move people from awareness to acquisition as soon as possible because doing so allows you to tailor your messaging.

Say, for example, someone requests a free lawn care quote on your website. Not only are you able to collect their contact information, but you’re also able to collect important details like their desired frequency, estimated lawn size, and specific services needed. Equipped with this information, you are better able to create the most value for this person (and close the sale more easily).

Relevant Metrics:

Website Traffic Growth
Conversion Rate

Traction Channels:

  • Conversion Rate Optimization
  • Content Marketing
  • Engineering as Marketing

Learn How to Set SMART Goals

Setting SMART goals helps you clarify your ideas, focus your energy, and use your resources wisely. To help you get started, we’ve created a FREE template with all the tools you need to set (and achieve) your most important marketing goals.

Run Your First Marketing Experiment

In order to figure out which marketing channel will work for your business, you need to run experiments early and often. So we created FREE Test and Learn Cards with instructions so you can get started today. Now, running marketing experiments is easy!

Ready to get started?

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