How an effective abandoned shopping cart retargetting campaign works
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Transcript of How an effective abandoned shopping cart retargetting campaign works
1
How An Effective
Abandoned
Shopping
Cart
Retargeting
Campaign
Works
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To understand how an effective retargeting
campaign works, you must first examine…
The Dirty Details of Cart Abandonment
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of online shoppers
actually buy
something on their
first visit to an
online store
Only
3%
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Put an item in
their cart and then
ABANDON it.
71%
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WHY DO PEOPLE ABANDON?
PROBLEMS WITH PRICE
PROBLEMS WITH TIMING
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THE BREAKDOWN
24%
25%
27%
41%
44%
Wanted to save products for laterconsideration
Product Price was higher than theywere willing to pay
Wanted to compare prices on othersites
Not ready to purchase the product
Shipping Costs were too high
Source: Forrester ResearchPrice Timing
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• Retargeting can
address customer
concerns about
price
• Retargeting can
message
customers when
they’re ready to
buy
RETARGETING CAN
HELP
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Retargeting
BasicsIn 3
Parts
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Retargeting places a small, unobtrusive
bit of JavaScript code on your website
Stage 1
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Every time someone visits your site, the
code drops a cookie into their web browser,
which follow them as they browse the Web
Stage 2
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This allows you to serve extremely targeted ads
to those who have already visited your site
Stage 3
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Retargeting also
keeps your brand
in the mind of
online shoppers,
which can drive
them back to your
site to purchase
the items in their
previously
abandoned cart.
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Shopping cart abandonment is an enduring problem faced by all online retailers, but with a well-thought out retargeting strategy, cart abandonment can simply become part of the purchase funnel.
The end result? Conversions.
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READY TO WIN BACK ABANDONED PURCHASES?
KEEP
READING TO
SET UP YOUR
RETARGETING
CAMPAIGN
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How To Set Up An
Effective
Shopping Cart
Abandonment Retargeting Campaign
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STEP 1
SEGMENT YOUR AUDIENCE
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AUDIENCE SEGMENTATION allows
you to separate your website visitors
into workable groups.
This way, you can specifically retarget
cart abandoners by serving them ads of
the very items they abandoned.
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HOW SEGMENTING WORKS
PHASE 1 PHASE 2 PHASE 3 PHASE 4
• Create a segment of visitors who have visited your shopping cart page
• Filter out any visitors who have already purchased something
• You are left with a segment of visitors who added something to their cart and subsequently abandoned it
• Once you have
the segments,
you can build
a specific
strategy for
the audience
of cart
abandoners
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SET UP IS
• Using Google Display Network,
you can create a rule-based
audience (based on URL) to define
your audience segments
• Go to your account > Campaigns>
Shared Library> Audiences.
• Click the +REMARKETING LIST
button.
FIRST YOU MUST YOUR AUDIENCE
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• Under “Remarketing List
Name” enter: SHOPPING
CART VIEWERS
• Under “who to add to your
list” leave it as “Visitors of a
Page” and enter the pattern
for your shopping cart URL
(i.e. “/cart” or
“checkout/cart”)
• Click Save
CREATE YOUR SHOPPING CART ABANDONERS SEGMENT
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• This time make the
“Remarketing List Name:” Past Buyers
• Under “Visitors of a Page,”
enter the URL pattern from
your site’s completed
purchase page or thank you
page (i.e. “/finishorder.com”
or “/order-received/” or
“/checkout/success/,
depending on your page)
CREATE YOUR PAST BUYERS SEGMENT
Follow the same setup as
the previous page
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• Under “Who to add to your
list,” pick
“Custom Combination” and
below leave it as “any of
these audiences (OR).”
• Click on “Select Audience”
and choose:
Shopping Cart Viewers
• Click on “Add another”,
change it to “none of these
audiences”, and choose
Past Buyers..
CREATE A
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• Using audience segmentation can
increase your retargeted conversions by
12% or more (data from Entrepreneurs-Journey)
• With audience segmentation you can
design your creatives in a way that
specifically entices cart abandoners (i.e.
offering coupons or discounts).
YOU ARE NOW READY TO USE AUDIENCE
SEGMENTATION FOR BETTER RETARGETING
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STEP 2
Timing: Determine When and How Long to Target Cart Abandoners
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12within
Abandoners who
intend to buy can
usually be convinced
to purchase within a
12-HOUR SPAN of
their initial cart
abandonment.
hours
WHEN SHOULD
YOU RETARGET?
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KEEP IN MIND Customers think about products for different amounts of time. Items with a bigger price tag (i.e. automobiles) usually require more customer consideration than lower-priced items (i.e. clothes)
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HOW LONG SHOULD YOU RETARGET?
The length of time you target cart
abandoners depends on your product and
the consideration cycle for your
customers
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FIND OUT
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You can get an idea
of your customers’
consideration cycles
from a days-to-
purchase report in
Google Analytics
ABOUT YOUR
CUSTOMERS
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DAYS-TO-PURCHASE REPORT EXAMPLE
• This report shows a longer purchase consideration cycle, with 12% of sales happening almost two months after the initial visit
• So in this case, you would continue retargeting for up two months after customers abandon their cart
Source: Adroll.com
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If you offer different
products with various
consideration cycles,
use audience
segmentation and
custom combinations
(covered in STEP 1)
to adjust your
Retargeting Timing
to fit each product.
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STEP 3
Pricing: Use Promotional Offers to Increase Conversion
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DISCOUNTSCustomers love a good deal! Offering a discount in your retargeted ad is the easiest way to address concerns about product pricing.
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FREE SHIPPING
Customers love free shipping! In fact,
73% of online consumers noted free
shipping as “critical” to their purchase.
Consider offering discounted or free
shipping in your retargeted ads.Source: cpcstrategy.com
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FREERETURNS
Customers love free returns! 56% of
consumers cited free returns (after free
shipping) as the second most popular
purchasing feature.
Source: Shop.org
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Presenting offers such as
discounts, free shipping, and
free returns in your retargeting
ads can be enough of a push to
get cart abandoners to change
their mind and convert
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What if shopper’s abandon
their carts JUST to receive
your retargeted promotions
and discounts?
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Guard against
such behaviour
by using
MULTISTAGE
RETARGETING
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STEP 4
USING A MULTI-STAGE RETARGETING CAMPAIGN
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WHAT DOES MULTISTAGE RETARGETING MEAN?
• It means YOU WAIT to offer discounts when retargeting cart abandoners.
• You then “TURN UP” your retargeting promotions and offers at your ideal time to capture the remaining cart abandoners.
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HOW LONG DO YOU WAIT?
Use a days-to-purchase report from Google Analytics (or whatever retargeting platform you use) to find the ideal timing for your products
Remember this from STEP 2?
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MULTISTAGE CAMPAIGN EXAMPLE
Cart Addition
Did They Convert?
Retargeting Campaign
Did They Convert?Retargeting Promotional
Offer
Did They Convert?
After 21 days, stop retargeting
YES NO
YES NO
YES NO
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Utilizing a
Multistage
approach in your
retargeting
campaign will
help maximize
profits through
timely
conversions.
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STEP 5
OPTIMIZE YOUR CREATIVE
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The banner ads you use in
your retargeting campaign
may determine your success
more than any other element
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Follow these 5
guiding principles
to optimize your
creative and make
retargeted banner
ads that are
engaging and
beautiful
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Guiding Principle 1: Keep it simple
Simplicity
will attract
(and keep)
your
viewers’
attention.
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Simplicity in your
banner ads will
make a lasting
impression:
Employ a clean
design for an
uncluttered look,
use a suitable
heading, and write
clear and succinct
copy.
This L.L. Bean
banner provides
the necessary
info without
overwhelming the
viewer.
Banner source: thenextweb.com
Ad Example
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Guiding Principle 2: Clear Call-To-Action
Your ad’s call-to-action is
what ultimately
incentivizes users to
engage.
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The best banners have a strong call-to-action
that clearly explains to viewers what they
should expect when they click through the
ad. Essentially, the CTA must tell the user
why they should click it. Banner source: measuremedia.com
Ad Example
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Guiding Principle 3: Brand Your Ads
.
Adding your logo makes your ad stand
out and is necessary to increase brand
awareness. Even if your retargeted ads
aren’t clicked, their effect on overall
brand lift can help increase conversions.
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branding.
Their logo’s
smiling face is
quickly
recognized
wherever he
goes.
Ad Example
Banner source: webdesigndepot.com
MailChimp’s mascot is a
great example of consistent
“Remember me?
Of course you
do.”
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Guiding Principle 4: Instil a sense of urgency
Limited-time promotions, inventory scarcity,
and special discount hours all create a sense
of urgency in your ads and encourage
customers to act fast.
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In this engaging banner ad, Bonobos
entices customers to come back to their
store with a promotional offer of 20% off
their first purchase.
Ad Example
Banner source: elto.com
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Guiding Principle 5: Showcase Products
Showcase the item that was abandoned in
your retargeted ad and rotate the creative
if multiple items were abandoned.
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Here Evo cleverly showcases abandoned
products. The ad on the right offers the exact
ski boot that was previously abandoned, while
the ad on the left showcases a product
carousel of all abandoned items.
Ad Example
Banner source: behance.net
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FOR EFFECTIVE RETARGETING
BANNER ADS, REMEMBER:
1.Keep your ads simple
2.Have a clear call-to-action
3.Brand your ads
4.Instill a feeling of urgency
5.Showcase abandoned
products
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REVIEW: OUR STEPS
TO AN EFFECTIVE
SHOPPING CART
ABANDOMENT
RETARGETING
CAMPAIGN
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SUMMARY
Step 1 Step 2 Step 3
Step 4 Step 5
Segment Your Audience
Determine Timing
Use Promotions to Increase Conversions
Use Multistage Retargeting
to Increase Profit Optimize
Creative
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With proper
planning,
retargeting is an
incredibly powerful
tool. Be sure to
follow the steps in
this presentation
when you launch
your retargeting
campaigns and
you’ll definitely
earn high returns.
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How have you navigated the world of
shopping cart abandonment? What steps
have you taken to ensure your retargeting
campaign is effective and powerful? Please
share your experiences with us.