How an effective abandoned shopping cart retargetting campaign works

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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.