This post is the second in a three-part series on ecommerce marketing. Read the first post to learn five different reasons why customers walk away from their abandoned shopping carts.
In my previous post I explored various reasons why customers abandon their shopping carts online. This post will address the next logical question for eCommerce marketers: “How can we use this knowledge to execute more effective retargeting campaigns?”
Marketers can use on-site consumer activity to infer the underlying reason behind their abandoned cart, and subsequently implement a more focused retargeting strategy to drive that customer to purchase. Using dynamic creative in retargeting campaigns is just one example of an incredibly effective tool in helping to create more focused, personalized experiences. Here are some other recommendations for marketers looking to make their retargeting campaigns more relevant and effective:
1) Differentiate Between the Shopping Cart and Checkout
The shopping cart and checkout flow may feel like one in the same, but they are really separate parts of your site with distinct functions. The shopping cart is a customer tool, helping them with product research, comparison, selection and pricing. The checkout flow is a merchant tool, helping the merchant acquire the necessary information required to process and fulfill the order. Cart abandoners and checkout abandoners walk away for different reasons, so treat these two groups separately with different retargeting campaigns.
Customers who abandon a shopping cart may still be in the research and selection portions of their buyer journeys, and may not be committed to buy. They may need help with product selection or comparison. Consider the following tips to help move shopping cart abandoners down the path to purchase:
- Use ads that show product categories they’re interested so they can continue their research and selection.
- Dynamically insert relevant category page information into your creative to help customers decide.
- Dynamically insert promotions into these campaigns to help convince customers to buy.
Customers who abandon mid-checkout flow have likely made a purchase decision but have walked away because of too much checkout friction. Checkout abandoners may need messages that remind them they qualify for free shipping, explain return policies, or that provide assurances that they can check out as a guest without having to create an account. Tie your message to the specific stage in your checkout process from where your customer walked away. Don’t waste marketing dollars on discounts with this group; They’ve already decided to purchase, and most likely did not walk away due to price. Instead, focus on removing the friction that caused them to walk away.
2) Dynamically Insert User Generated Content
Social proof is a powerful selling and conversion tool. When customers see their peers wearing or using your products or commenting positively on their experiences with them, they are much more likely to purchase. Sites like Rent The Runway have been hugely successful, in part, by providing customers the opportunity to show themselves off wearing the gowns the site rents out. Pull in your user generated photos and product reviews and dynamically insert them into your retargeting ad creative to create the social proof customers need to make a purchase decision.
3) Tailor Your Message to Each Platform
Use a cross-platform retargeting campaign to help customers bridge the cross-platform and cross-channel divide. Remind customers that their shopping cart is available online for desktop checkout. Consider using mobile ads that can dynamically message the nearest retail locations with in-stock inventory. Additionally, make sure that you’re tying in-store sales back to mobile browsers, so you don’t bombard customers with messages after they’ve already completed a purchase.
4) Take a Long-Term Approach to Wishlisters
Many customers who use the shopping cart as a wishlist tool may be planning future purchases. This group requires a longer campaign with lower impression density immediately after they populate their wishlist. Try a recurring campaign where you engage your customer for a few days, then disengage for a week and then engage again. You can dynamically tailor these long-cycle retargeting programs with key events that might trigger purchase, such as Valentine’s Day, Mother’s Day or Christmas.
Check back soon for a post that outlines four ways ecommerce marketers can enhance the on-site customer experience. Learn more about MediaMath Retail here.