By Jackson Blackledge, ECHELONN.IO

For the past few years, we've been testing a bunch of strategies to help ecom brands acquire more new customers.

Out of everything…

This has probably been the most reliable acquisition strategy we've used across our client base.

The comparison funnel.

It generally goes after the solution-aware segment of the market.

They have already decided they need this type of product. Now they're trying to figure out which brand to buy from.

This is where you step in.

Rather than trying to sell them, you help them compare their options.

You do that with a review comparing the top brands in the category, written like a neutral blog post:

• Explain to the reader what to look for before buying and why each detail matters
• Rank the top brands in the category against those criteria
• Position your product as one of the ranked options, evaluated on the same terms you just taught them to care about

This funnel is working really well right now because:

• Many markets have skeptical buyers who resist direct pitches