Welcoming back customers retargeting for ecommerce

20
Welcoming back customers: Retargeting for ecommerce

Transcript of Welcoming back customers retargeting for ecommerce

Page 1: Welcoming back customers retargeting for ecommerce

Часть

Welcoming back customers: Retargeting for ecommerce

Page 2: Welcoming back customers retargeting for ecommerce

Quelle

share of online orders50%

year founded1927Clothing catalogue

www.quelle.ru

Anna Belovodskaya

Head of online marketing

Page 3: Welcoming back customers retargeting for ecommerce

Period:

Tools used:

5 months

Bring visitors who left before making a purchase back to the clothing selection process.

› Yandex.Direct (ad network campaigns)› Yandex.Metrica

Objective

Page 4: Welcoming back customers retargeting for ecommerce

Why this matters

4

When shopping for clothes online, the first step for many customers is to see which stores match their style, and then decide which clothing they want to buy.

As a result stores must focus on returning previous visitors who expressed interest in their merchandise by browsing the online catalogue or adding items to their cart.

Retargeting in Yandex.Direct allows you to do just that.

Page 5: Welcoming back customers retargeting for ecommerce

Solution

Step 1 Step 2

Review performance

Define retargeting strategy and launch

campaigns

Page 6: Welcoming back customers retargeting for ecommerce

Step 1

Page 7: Welcoming back customers retargeting for ecommerce

7

Group users into segments

Establish contact goal Show ad

Approach to retargeting

Page 8: Welcoming back customers retargeting for ecommerce

8

User viewed certain product categories

Send reminders about relevant discounts

Group users into segments Establish contact goal Show ad

Define retargeting strategy

“Clothing that flatters your figure!German fashion brand. Sizes up to 72.

Order from QUELLE! 10% off new designs.”

Page 9: Welcoming back customers retargeting for ecommerce

9

User viewed a particular section and placed an item in their basket

Remind user of items they were interested in and keep them informed of sales

Group users into segments Establish contact goal Show ad

Define retargeting strategy

“Swimsuit sale at QUELLE!Planning to fly somewhere warm?

Update your wardrobe! 10% off new designs.”

Page 10: Welcoming back customers retargeting for ecommerce

10

User placed an item in their basket, but didn't look through any of the product sections

Invite them back to the store and inform about any current sales

Group users into segments Establish contact goal Show ad

Define retargeting strategy

“Sale of the season at QUELLE!Brand name clothing and shoes!

Don’t miss out! 10% off new models.”

Page 11: Welcoming back customers retargeting for ecommerce

11

User visited the website from a mobile device

Invite them back to the store and let them know about discounts for mobile orders

Group users into segments Establish contact goal Show ad

Define retargeting strategy

“Did you forget the item in your basked?Get a 15% discount when you order from your

phone!”

Page 12: Welcoming back customers retargeting for ecommerce

www.direct.yandex.ru

Retargeting list setup

You can make retargeting lists on the page where you create and edit your ads.

Once a retargeting list is created, you can use can use it for ads in multiple campaigns.

12

www.direct.yandex.ru

A retargeting list consists of one or more groups (rule sets) combined by the AND operator.

Set the period (from 1-90 days) in which the selected audience will be targeted.

Page 13: Welcoming back customers retargeting for ecommerce

Step 2

Page 14: Welcoming back customers retargeting for ecommerce

Reviewing performance: ad networks

Clicks Conversion rate

Within five months of integrating retargeting into their campaigns, Quelle saw that clicks had risen by only 23%. The conversion rate had surged by 625%, however, indicating that the visitors responsible for the click increase were highly motivated to make purchases.

Before retargeting

After retargeting

14

Before retargeting

After retargeting

+23% +625%

Page 15: Welcoming back customers retargeting for ecommerce

Reviewing performance: ad networks

Number of orders Efficiency ratio (spend/revenue)*100%

After five months of retargeting campaigns, the number of orders resulting from ad network ads rose by 168%, while the efficiency ratio (spend as a share of revenue) decreased by 78%.

15

Before retargeting

After retargeting

Before retargeting

After retargeting

+168%

–78%

Page 16: Welcoming back customers retargeting for ecommerce

Results

Page 17: Welcoming back customers retargeting for ecommerce

Results

17

Five months after enabling retargeting, total revenue (in rubles) from Yandex.Direct had risen by 10.5%.

Before retargeting

After retargeting

Revenue

+10,5%

Page 18: Welcoming back customers retargeting for ecommerce

Retargeting in Yandex.Direct fulfilled our expectations: it returned “our” clients to finish incomplete purchases, increased our revenue, and makes a great addition to our search and ad network campaigns.

18

Anna Belovodskaya

Head of online marketing

Page 19: Welcoming back customers retargeting for ecommerce

Case prepared in cooperationwith

www.adlabs.ru

ADLABS

Page 20: Welcoming back customers retargeting for ecommerce