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Description

Acquisition, Conversion, Retention: Attract, Convert and Keep Customers Online

Connect your digital levers so you stop paying for traffic that never becomes a customer

  • 2 days — 14 h
  • In-person or virtual
  • Foundation
  • Up to 6 participants

Many digital set-ups suffer from the same imbalance: a budget concentrated on buying traffic, a landing page that does not convert, and acquired customers no one ever contacts again. The metrics tracked stop at visits, while profitability is decided much further along the journey.

Over 14 hours, this programme treats the three stages as one continuous chain: acquisition sources and entry cost, optimisation of conversion points, then retention mechanisms. Each participant diagnoses their own customer journey and leaves with a prioritised action plan.

Learning objectives

  • Map the stages of your website's customer journey
  • Compare acquisition sources by cost and by quality
  • Improve the most damaging conversion points
  • Build a retention programme aligned with the purchase cycle
  • Track the performance of the whole chain in a single dashboard

What makes this programme different

The diagnosis is based on the participant's own live customer journey
The three levers are costed together rather than handled separately
A prioritised action plan is written by the end of day two

Programme

1Customer Journey and Diagnosis

Seeing where traffic is lost

  • Rebuild the journey stages through to purchase
  • Identify the breaks between channels and the website
  • Select the indicators to track at each stage
  • Benchmark your results against your sector

2Traffic Acquisition

Choosing your sources rather than enduring them

  • Compare organic search, paid advertising and social media
  • Build a targeted acquisition campaign
  • Assess the acquisition cost by source
  • Make use of email marketing and audience partnerships

3Conversion

Converting the visitors already on site

  • Analyse a landing page and its exit points
  • Work on forms and calls to action
  • Remove barriers linked to trust and payment
  • Set up a simple comparative test

4Retention and Customer Value

Bringing customers back rather than buying more traffic

  • Segment customers by tenure and by activity
  • Build relationship scenarios after the first purchase
  • Calibrate commercial pressure to limit unsubscribes
  • Measure customer value over time

Who is it for

Digital marketing officers, e-commerce managers and owners of small businesses steering the commercial performance of their website.

Prerequisites

No prerequisites

Dates & locations

36 scheduled dates between November 2026 and December 2027. Seats are confirmed in the order enquiries are received.

November 2026

December 2026

January 2027

February 2027

March 2027

April 2027

May 2027

June 2027

September 2027

October 2027

November 2027

December 2027

None of these dates suit you? We open additional sessions on request, and any programme can be run privately for your team.

Practical details

Before the programme
Online positioning questionnaire. Your development objectives are shared with the trainer, who tailors the practical case studies to your context.
Teaching methods
Theoretical input, workshops and practical case studies. Digital course materials and method sheets provided.
Assessment
Multiple-choice tests and role-play exercises. Assessment of learning at the start and end of the programme, with immediate and 60-day follow-up evaluations.
After the programme
One year of access to the e-learning platform. Self-assessment of the skills acquired and a 30-day follow-up session with your trainer.
How to register
Registration online or on the basis of a quotation.
Lead time
11 working days after confirmation of registration.
Accessibility
Accessible to people of determination. Contact our accessibility coordinator to design a suitable solution: contact@mpf-academy.ae
Start dates
Rolling intake: in addition to the scheduled sessions, this programme can start on request.