Playbook / Lessons / Sales and advertising
StartupsTest one acquisition channel at a time
Balfour warns against testing many acquisition channels at once, saying that properly testing even a single channel takes time and focus. With limited resources, he says the quickest way to a first scalable channel is to focus on one at a time and iterate on the metrics.
“Momentum of growth trumps diversity of channels.”— Brian Balfour, 5 Quick Tips To Find Scalable Customer Acquisition, May 2012
Do this
Pick one acquisition channel, run it for the week, and track a single metric for it instead of starting several.