Marketero · Entrevistas
How We Increased New Customers 73% & Sales 57% in Q1 2025! | Perpetual Traffic EP 687
24 ideas de marketing sacadas de «How We Increased New Customers 73% & Sales 57% in Q1 2025! | Perpetual Traffic EP 687», de Perpetual Traffic. Sobre todo…
- 24 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 42 min
- Publicada en 2025
Ver la entrevista entera en YouTube
De qué habla
Las 24 ideas de esta entrevista se reparten así entre las etapas del marketing. El reparto es lo que distingue una entrevista de otra: dice en qué se detuvo de verdad quien hablaba.
Las 24 ideas, con su cita y su minuto
Cada una está sacada de un punto concreto de la entrevista. El enlace del titular lleva a
la página de esa idea, donde se ve quién más la dice por separado; el del pie salta al
segundo exacto del vídeo para que la compruebes tú.
Estrategia de video tutorial «Caballo de Troya» para vender cestas de productos y elevar el ticket medio
Estrategia de contenidosEn lugar de vender productos individuales directamente en anuncios fríos, se debe educar y entretener mostrando una transformación completa (un 'look') a través de videos largos (10 a 30 minutos). Al insertar una cesta de 5 o 6 productos dentro del tutorial, se vende el resultado final, elevando el valor promedio del pedido de nuevos clientes (NAOV) y permitiendo pagar más para adquirir clientes frente a la…
educating. and then entertaining and then also placing products in that education and entertainment while simultaneously selling air quote selling transformation not the products themselves. A basket of products is what they will usually use to get a specific look. Five or six different products some of which are their own, some of which are others. Point is is it's a strategy that we found very early on working with this client. We said that is the secret sauce. That's what we call as the Trojan horse tutorial video and what we're learning on one platform on Meta especially, you know, 30…
Escúchalo en el minuto 25:14
ConversiónComplementar las campañas de conversión tradicionales en ecommerce con generación de leads (captando correos mediante pop-ups con cupones al detectar intención de salida y campañas específicas de lead gen) permite construir listas de correo que alimentan Custom Audiences para campañas de venta de productos específicos.
did uh quite a bit of lead genen campaigns and I think this is one of the areas that is underutilized. Lauren and perpetual traffic is lead genen campaigns for e-commerce. Uh you know they and I'll you actually have someone on your site and if they are exiting there is an exit pop that you can actually use um which we use a lot of our e-commerce brands is that if they are bouncing off the site offer them a coupon code in exchange for their email you know offer them some kind of value ad we also do lead genen for e-commerce we use the purchase conversion campaigns with lead genen ads as well…
Escúchalo en el minuto 29:04
Oferta y precioPara aumentar el valor promedio del pedido (AOV) y la conversión en ecommerce, se recomienda analizar el ticket promedio actual y crear ofertas con umbrales ligeramente superiores (por ejemplo, 'compra 3 productos y obtén 20% de descuento'), lo cual suele ser financieramente más sostenible que ofrecer envío gratuito incondicional.
their case, they used a buy three and get 20% off. Buy three products, get 20% off. You can do buy three products, have it, you know, look through your Shopify backend, see where people are or what your average order value is, and then add products that are just slightly higher of that average order value and see if you can actually increase your new AOV or your NAOV with special incentives. Maybe your average order value is $100. Maybe start adding, hey, spend $125 and get 20% off or get free site, and they realized it wasn't the best thing financially for them. So, the buy three, get 20%…
Escúchalo en el minuto 36:10
Integrar un lead magnet al pie de las páginas de producto para recuperar visitantes que no compran de inmediato
ConversiónDado que un porcentaje alto del tráfico de pago no comprará en su primera visita a una página de producto, se debe colocar al final de la página un formulario de opt-in con un lead magnet alineado al propósito y contenido del producto (como tutoriales o secretos de la marca). Esto permite capturar el contacto para nutrirlo y devolverlo a la compra mediante secuencias de email y SMS.
before if they don't opt in there is actually a section on the page for a beauty secrets lead magnet. Not a lot of people do this. They say well just send them to the product page and don't give them any other option. Well not all people are going to buy when they land on that page. And once again, this is a page with multiple products. And then way down at the bottom, there is an opt-in box for these particular beauty secrets that are very much in brand and have something that's very much in alignment with your vision as an organization as a lead magnet, beauty secrets, testimonials…
Escúchalo en el minuto 34:00
ConversiónPara maximizar el valor medio del pedido (AOV) desde anuncios de video, conviene enviar a los usuarios a una landing page dedicada que mantenga visible el mismo video del anuncio y liste de forma individual cada uno de los productos (5 a 7) que componen el tutorial o conjunto. Esto permite que el cliente seleccione las variantes y tonos específicos de cada artículo y añada múltiples productos a la cesta en una sola…
enhance new average order value. Once here. So, we what we did is we did conversion optimized landing pages that had all of the products. Like you've got a video that is talking about a look and a bunch of products. Let's say a handful of products, a basket of products, like five products in in most cases, maybe the Shopify platform and then create landing pages that have all the products individually on there. Now, one of the Um there's a lot of variables here and it depends on the individual person. So you can't necessarily put it all a personal preference. So you do have to click on each…
Escúchalo en el minuto 30:35
Uso de nMER y MER frente a las métricas nativas de plataforma
Medición y experimentosPara medir el impacto real del marketing se debe priorizar el MER (ingresos totales entre gasto publicitario total) y el nMER (ingresos exclusivos de nuevos clientes entre gasto publicitario de captación), en lugar de fiarse únicamente de las métricas nativas que reportan las plataformas publicitarias.
measurement. We don't anymore. We really do use myrrh and nmmer. And once again, myrrh is total revenue divided by all marketing spend. ENMR is revenue only for new customers divided by the advertising revenue used to generate to get those customers. Okay, so two ones that really do drive businesses. It's not necessarily the inapp
Escúchalo en el minuto 10:06
Canales de adquisiciónSegmentar audiencias personalizadas dentro de la plataforma publicitaria según el porcentaje de video consumido permite avanzar a usuarios tibios hacia la compra, mostrándoles en el siguiente impacto un anuncio más educativo, enfocado en venta directa o centrado en el producto específico mencionado en ese tramo del video.
down. We still do separate out level two custom audiences. So level two custom audiences are people who have engaged in that have watched your videos. Okay, awareness. Somebody who has watched a certain percentage of your video, you can then grab that custom audience in app in meta in this particular case and then retarget them with a more direct or more salesoriented video or maybe a more education type video to get them to the next step. Due to the fact that they've watched a portion of your video, they're now warm. They're now aware of who you Well, anybody who is a 25% viewer of that…
Escúchalo en el minuto 20:15
Diferenciación entre MER global y nMER para medir adquisición real
Medición y experimentosPara evaluar la verdadera eficiencia de captación frente a la retención, se debe separar el MER total (ingresos totales sobre gasto publicitario) del nMER (ingresos generados únicamente por clientes nuevos sobre gasto publicitario).
can now separate out new customer acquisition cost with new AOV encod. It's a gamecher if you have that can be two things. It can be marketing efficiency ratio or it can be media efficiency ratio. In this case we use media efficiency ratio and media efficiency ratio is in essence uh all of your advertising spend divided by or actually all of your sales in a period. All of your revenue in a period divided by your advertising spend. Some of that So, new customers being acquired, you're spending a dollar, you're getting $2.40 back. Okay. Your total my meaning all of your customers, you're new…
Escúchalo en el minuto 5:04
Incorporar un CTA transitorio para captar a los visitantes que no están listos para comprar
ConversiónOfrecer únicamente la opción de compra directa en una tienda online provoca el abandono de los usuarios indecisos; incluir una llamada a la acción transitoria (como un recurso de consejos o contenido formativo a cambio del contacto) permite captar a quienes muestran interés pero aún necesitan tiempo antes de realizar su primera compra.
because it is so vital is have a transitional call to action. Okay, a transitional call to action. This is a comes to your site isn't necessarily ready for the primary conversion. Give them another option. only give them one option, then they say no. If you give them one option and maybe a secondary conversion or a transitional call to action is what it's called, meaning get seven beauty tips to help improve your self-esteem. They will say yes more often. They might not say yes right now to your primary conversion, but they will say yes. Send me more information. I'm not quite ready to buy…
Escúchalo en el minuto 37:44
Desactivación de mejoras automáticas de creatividad en Meta para preservar el control de marca
Canales de adquisiciónDesactivar la opción de mejoras creativas automáticas (Advantage+ Creative Enhancements) en Meta evita que el algoritmo mezcle elementos o deforme las piezas en ubicaciones como Reels, Stories o el Feed, garantizando la consistencia visual y el control de la marca.
for a little clarification, advantage plus creative enhancements. So, we turn that off. And the reason was is we do that to maintain full control of how each creative displays across all the different channels. So, different placements and different formats. We want full full brand control. And this is one customers. So if you have advantage plus creative enhancements on it will mix and match and also some of your creative might not look perfect in the individual format. Think about a reals versus something that's in the news feed or something that you see in your Instagram feed versus, you…
Escúchalo en el minuto 22:19
Canales de adquisiciónEn lugar de empujar la venta dura en el primer contacto, se deben crear audiencias personalizadas a partir del tiempo y nivel de interacción en videos de TOFU (Meta/YouTube) para luego impactar a esos usuarios en una segunda capa (L2) con ofertas de producto específicas o educación más profunda en Google y Meta.
we're also using a lot of those engagement and audiences on YouTube and then retargeting those people over on the Google side of the equation. Still a said before, video view campaigns, using those as L2, level two targeting, uh, and then targeting those people with more of a sales pitch and maybe a little bit more on the education side, depending on what type of product it is, how long they watch the video, how much engagement there actually was, and then targeting them specifically for individual products and for specific looks that they're selling. And these However, you have to really…
Escúchalo en el minuto 27:35
Incrementar el NAOV permite absorber un CAC más elevado
Medición y experimentosAumentar el valor promedio de pedido de los clientes nuevos (NAOV) en el momento de la compra inicial amplía el margen financiero para asumir costos de adquisición de clientes (CAC) más altos y escalar la inversión publicitaria.
they had a 22% increase in NAOV. This is new average order value. And you'll see This is NaOV, new customers buying more at the point of sale, point of that wins. So, if you can increase your NAOV, you can afford to pay more to acquire a
Escúchalo en el minuto 10:59
Tutoriales de video largos 'teach and pitch' para educar, demostrar autoridad y alimentar anuncios
Estrategia de contenidosUtilizar contenidos en video de formato largo (15 a 30 minutos) estilo tutorial ('teach and pitch' o caballo de Troya) permite demostrar autoridad y atrapar a audiencias de consumo pausado ('lean back'). Estos videos largos funcionan como fuente principal de contenido para luego ser editados, fragmentados y reutilizados en campañas de medios pagados y redes sociales.
we use all the time now is long form thing for me? It's how you are able to demonstrate your expertise." And talking about here. So, top performing videos are long form education videos. We call them teach and pitch Trojan horse tutorial videos. You'll see in help, they do that on Facebook Lives. Uh and then we also repurpose a lot of those lives and then we you know shorten content and you'll you'll see here is it like 30 minutes long 15 minutes 30 minutes long form video content that people as meta says people sit back or content lean back as longer form content. So it works extraordinarily…
Escúchalo en el minuto 15:07
Las tres palancas fundamentales para escalar un negocio online
Estrategia y decisiones de negocioExisten tres vías fundamentales para hacer crecer un negocio digital: 1) adquirir nuevos clientes (lo más complejo pero vital para crear nuevo mercado), 2) aumentar el valor promedio de la orden al comprar (NAOV o New Customer Average Order Value) y 3) aumentar la frecuencia con la que vuelven a comprar.
here. There's basically three ways in which you can grow your business. You can acquire new customers. Number one, it's the most it's the hardest one, especially online. Number two is get them to buy more when they buy. Increasing your average order value or NAOV is what we call it. New customer acquisition costs, NCAAC. A OOV, the amount that they buy when they actually do purchase from you. we refer to as NAOV, not RAOV, that's returning customer AOV or ARAC or just AAC is all customers including new customers and return customers. The point is is if you can crack the code on how to acquire…
Escúchalo en el minuto 1:55
Mensaje y copywritingEl marketing de alto rendimiento no vende las características directas de un producto (como un color de lápiz labial), sino la transformación emocional e identitaria que genera en el cliente (como mayor confianza o autoestima). La comunicación debe centrarse en el 'after-state': en quién se convierte el cliente tras usar el producto.
SKs. But the more important part of this strategy is that they don't necessarily sell the products. They sell the transformation. And that as all of us as marketers, that's really at the end of the day what we're selling. We are selling transformation. They sell a look. They sell a type of appearance. look. Think about what is the afterate that you want your client, your customer to have when they buy your stuff. What is that thing? They're not buying lipstick just to make their lips red. What is making their lips red do for them? creates confidence, creates self-esteem, makes them feel good…
Escúchalo en el minuto 16:19
Medición y experimentosLos algoritmos de plataformas como Meta y Google se dirigen naturalmente a los usuarios más propensos a comprar (visitas previas y clientes recurrentes), lo que distorsiona el ROAS reportado al mezclar retargeting y retención con adquisición pura.
All the algorithms, all the all the platforms are always going to go after the easiest to purchase potential clients of yours, people who have visited your site, people who have bought from you before. right sucks. Meta, Google, they're going to manipulate rorowaz as much as humanly possible because they're going to lump in new customers with returning customers. I get it. We understand it.
Escúchalo en el minuto 5:16
Apalancamiento de ganchos orgánicos validados para anuncios de pago
Canales de adquisiciónAnalizar los ganchos y publicaciones que ya generan tracción e interacción en canales orgánicos sirve como atajo para diseñar creatividades publicitarias de pago con mayor probabilidad de resonar y convertir en audiencias frías.
organic into what we were doing. Seeing what works on organic. This is just one of the I think one of the more underutilized strategies in paid traffic. Look what's working on organic. but you have to really look at what's resonating and organic. And I don't metrics. oftentimes when we look into the ad accounts, we don't see these social media management hooks and engagement tactics coming over to the paid side. So, it's a way for you to sort of be able to uh, you know, get the cheat code for what works and what resonates with your audience. And then that then allows you to have a greater…
Escúchalo en el minuto 23:49
Desactivar mejoras automáticas de Advantage+ Creative y mantener retargeting separado
Canales de adquisiciónEn la gestión de tráfico pagado en Meta, es conveniente desactivar las mejoras automáticas creativas (Advantage+ Creative enhancements) para conservar control total sobre el diseño de los anuncios, utilizando Advantage+ Shopping Campaigns (ASC) para la prospección general pero manteniendo separados los conjuntos de anuncios para retargeting de audiencias personalizadas de nivel 2.
switch off all advantage plus creative enhancements. We do everything sort of manually. We do it all through the do leverage advantage plus shopping campaigns for fullfunnel targeting But advantage plus shopping is one of the campaign types that we use pretty regularly here. The second part to this is that we also still do separate out level two custom audience retargeting. What is level two custom
Escúchalo en el minuto 19:24
Estructura del motor de conversión para el crecimiento online
ConversiónEl sistema de crecimiento online requiere articular tres componentes operativos principales (creatividad publicitaria, generación de tráfico y experiencia posterior al clic), integrados por la analítica de datos y articulados por una estrategia unificada.
call uh what we do the conversion engine. The conversion engine is basically is four different metrics with just a second which is creative traffic after the click all surrounded by data. the data sort of it ties all of this together. So your decisions on how to increase in scale is is really as a factor of these three big factors. Traffic after the click creative And then, of course, after the click is everything that happens. And that's a driven by data. The one thing that this we look at the oil of the engine of con the conversion engine as strategy. And
Escúchalo en el minuto 12:10
Sostenimiento de alto gasto publicitario en Meta mediante renovación continua de creativos y productos
Canales de adquisiciónPara escalar y mantener presupuestos de cientos de miles de dólares al mes en Meta Ads, la estrategia clave consiste en expandir el mercado continuamente introduciendo nuevos formatos visuales, ángulos de contenido creativo y extensiones de línea de producto.
said, they're spending, you know, hundreds of thousands of dollars per month on meta. Not quite as much on meta. What we're really doing here is we're expanding out the market for them with new content constantly, new looks, new products, and obviously they uh introduced their own beauty line uh just within the last year, which is
Escúchalo en el minuto 40:10
Benchmarks de crecimiento en ecommerce: +73% nuevos clientes, MER 5.1x y nMER 2.4x
Medición y experimentosEn la auditoría de crecimiento de un ecommerce, un aumento del 57% en ingresos interanuales y 73% en nuevos clientes operó con un MER total de 5.1x (retorno global) y un nMER de 2.4x (2.40 USD recuperados por cada dólar en captación de nuevos clientes), contrastando con un ROAS in-app en Meta de 4.3x.
numbers here are their business increased 57% year-over-year as of March 2025 with a new customer count of increasing 73%. So, some big numbers here. and biggie. You can see uh orders increased by 28%. Uh customers overall increased by 25%. This is year-over-year. Like I line that's this year. So that's a 57% increase in uh revenue in sales uh 25 year we're looking at an increase of 73% in new customers. And this is something myrr increase um uh greater than 5.1% and nr which was 2.4%. So, new customers being acquired, you're spending a dollar, you're getting $2.40 back. Okay. Your total my…
Escúchalo en el minuto 5:33
Impacto anual de adquisición: 57% más en ventas y 73% más en clientes nuevos
Medición y experimentosEn un caso de estudio de comercio electrónico de belleza y bienestar, una estrategia enfocada en la adquisición de clientes nuevos y aumento del ticket medio logró un incremento del 57% en ventas totales año contra año y un crecimiento del 73% en nuevos clientes durante los últimos 12 meses.
they increased their total sales year-over-year by 57%. and they increased their new customers year-over-year. As of today's podcast, this is actually through March of this past year, through last 12 months, trailing 12 months, they increased their new customers by 73% year-over-year.
Escúchalo en el minuto 1:04
Impacto de la estrategia combinada de video tutoriales y expansión a YouTube Ads
Medición y experimentosLa implementación de contenido educativo en video junto con campañas Advantage+ y la diversificación hacia YouTube Ads logró un crecimiento interanual del 57% y un incremento del 73% en la captación de nuevos clientes.
also YouTube ads is something that we started using back in November of 2024 and we launched it for a new channel launched it as a new channel for client acquisition and for right now it's not a very large spend. So I would say that was a secondary sort of reason why we've experienced this you know this 57% increase year-over-year and also 73% increase in new customer acquisition.
Escúchalo en el minuto 26:05
Rendimiento de escalado en Meta para ecommerce: +57% en ventas y +73% en nuevos clientes
Medición y experimentosLa optimización del embudo en una marca de belleza y bienestar en ecommerce generó un incremento interanual del 57% en ventas totales y del 73% en ventas a nuevos clientes, sosteniendo un MER superior a 5.1 y un nMER superior a 2.4 al escalar inversión en Meta.
the year, increasing their sales by 57% year-over-year and increasing new customer sales year-over-year by 73% while maintaining really healthy myrrh of greater than 5.1 and an endm of greater than 2.4. And we're scaling on
Escúchalo en el minuto 39:36
Seguir leyendo
Esta es una de las 1872 entrevistas despiezadas. Puedes
ver todas, leer las ideas por tema o
empezar por la ruta guiada si no sabes por dónde.