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Description

Online Customer Acquisition: Attract, Convert and Retain Visitors

Build an acquisition journey that turns traffic into customers and customers into repeat buyers

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

Many companies buy traffic without knowing what becomes of it. Budgets are spread across search, paid advertising and social media, yet conversion rates stay low and acquisition costs keep rising. The issue is rarely the volume of visitors: it lies in the journey between landing on the site and completing a purchase, and then in the absence of any work on repeat business.

Two days to connect acquisition channels to the conversion journey and to customer engagement: selecting channels according to intent, working on landing pages, building a clear funnel and establishing a customer relationship that extends beyond the first sale.

Learning objectives

  • Map the acquisition journey from first visit through to purchase
  • Select acquisition channels according to search intent
  • Optimise a landing page to increase the conversion rate
  • Build a conversion funnel and identify where visitors drop off
  • Put in place engagement actions that encourage repeat purchase
  • Define acquisition cost and customer value indicators

What makes this programme different

Each participant's acquisition journey is rebuilt step by step
A real landing page is rewritten and then tested with the group
Budgets per channel are reallocated live based on observed results

Programme

1Journey and Intent

Starting from what the visitor is looking for

  • Distinguishing informational intent from purchase intent
  • Mapping touchpoints ahead of conversion
  • Identifying traffic sources that genuinely deliver
  • Linking personas to stages of the journey

2Acquisition Channels

Choosing rather than activating everything

  • Balancing organic search against paid advertising
  • Using social media according to actual audience behaviour
  • Leveraging partnerships and online marketplaces
  • Scaling up a channel that works

3Conversion

Removing the obstacles between interest and purchase

  • Structuring a landing page around a single action
  • Working on forms and points of friction in the funnel
  • Reading a funnel and locating drop-offs
  • Preparing and interpreting a comparative test

4Engagement and Retention

Bringing customers back rather than buying more traffic

  • Building follow-up sequences after the first visit
  • Segmenting the customer base by behaviour
  • Managing the relationship through email and notifications
  • Tracking acquisition cost against customer lifetime value
  • Spotting early signs of churn

Who is it for

Marketing managers · digital communication officers · e-commerce professionals and owner-managers of small businesses running their own online presence.

Prerequisites

Regular use of the web and general familiarity with digital communication tools.

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.