Remarketing is a great classic in E-commerce. However, it is often very badly used. Remember one thing: a visitor does not buy systematically after a first visit, that’s why you should use remarketing to send him a reminder and help him get into action. here is 3 strategies extremely effective that will help you “save sales” that seemed to be lost until now …
1. The “I can’t forget you” strategy
We all received this same message from an ex, so unexpected that we felt a little disoriented. Fortunately, this same effect does not have repercussions in the business world: in this specific case, it is not out of place to resurface months or years after the end of a relationship with the client.
Every business has customers who seem to be missing, but in reality they’re almost there waiting behind the scenes, ready for you to call them home.
- Our target : customers who have already purchased at least once;
- Prerequisite: a segmented email list.
For this particular strategy, we must focus on retargeting campaigns explicitly designed to connect with users who have not purchased from you within a specified period of time. For example, you could target customers who bought a product from you during the last holiday season and have not resurfaced since. So, you remind them that this year too, you have nice products to offer them.
The duration will depend on your audience and your activity. I’ve seen remarketing campaigns where the advertiser comes back only three months after the last purchase, but also until a year later, as with the holiday season example. No need to be subtle! A good catchy title like ” We miss you “ can be exceptionally effective for this strategy. Especially if you combine your message with an attractive offer, interesting enough to transform disengaged customers into delighted customers.
Whatever duration you choose, the most effective is to create a personalized audience from your CRM file, containing customers who haven’t signed up or haven’t opened your emails recently. This is information that many email marketing services can provide to you. You can therefore use this information to your advantage. From your Business Manager, go to:
- hearings ;
- Create a custom audience ;
- Client file.
You can now import your customer file in .CSV format, taking care to segment your email database with buyers who have not bought or interacted with you for a while.
2. The “Forbidden Fruit” strategy
What is the last thing that you were really tempted to buy without giving in when you really, really wanted to?
I think we have all experienced this. Perhaps we are just trying to stick to our budget, and the resistance at the start may be obvious, but not definitive. When the coveted object appears in our Facebook newsfeed, it’s as if fate is addressed directly to us. It becomes a little too tempting, and we crack: we buy.
When customers visit different product pages on your site, it shows an interest and a strong intention to make a purchase. After all, it’s very rare that a large number of users end up on a product page if they aren’t looking to buy something similar.
- Our target : prospects who have consulted a product file or category in your store without buying;
- Prerequisite: a Facebook Pixel that collects enough data and a synchronized product catalog.
For this strategy, we will use dynamic advertising. If you don’t know what dynamic advertising is, it’s just advertising that automatically promotes your product catalog, based on your prospect’s visit history for your different products and categories.
This is a great way to re-engage your prospects with very little effort. Once configured, this type of advertising works on automatic pilot. For the technical part, you can refer to the dedicated Facebook help page.
For setup, you will need to use the lens “Catalog sales” when creating a new campaign.
For targeting, it will be necessary to create a personalized audience by targeting the users who visit specific pages, but exclude those who have already made a purchase. It is possible to do this by excluding the users for whom the order confirmation page is displayed. For example :
- Include visitors to the page: www.monsite / leather-shoes;
- Exclude visitors to the page: www.monsite / confirmation-order.
In the example above, we include people who visited the leather shoes product category, but exclude those who have displayed the order confirmation page, which means that we will not target those who have already purchased.
Once your campaign is active, all visitors who viewed a specific category without buying will be automatically retargeted with your dynamic ads.
3. The “Did you forget something? “
If your visitor added something to their basket and then left the site without making any purchases, this does not mean that he will never buy at your house. There are actually lots of reasons why a visitor abandons their basket.
Outraged the purchase route which is often the primary cause of cart abandonments, it is also quite possible that he forgot the product in his basket. He may also have wanted to evaluate other options from your competitors before making the purchase, or see the total cost, including shipping costs.
But sometimes the reason is a little more devious: some customers are, in reality, ready to make this purchase, but they are waiting to see if you will send them a discount code.
- Our target : prospects who added products to their cart and left the store without buying;
- Prerequisite: a Facebook Pixel that collects enough data.
Whatever the reason, customers who have abandoned their shopping cart are potential customers with real intentions to make purchases, so don’t let them go.
The overall rate of basket abandonments is currently in the region of 75%. imagine if you could convince even a third of these customers to complete their purchases.
As long as you have a shopping cart on your store – which is logically the case – you can set up this personalized audience quite easily.
There are several ways to do this, but let’s focus on the simplest. It will be a question of configuring a standard event beforehand, by selecting the event ” Add to Cart “. Go to:
- pixel ;
- Click on your Pixel to access the details ;
- Configure (top right of the page) ;
- Create new events.
Once this is done, you will have to create a personalized audience, as in the previous strategy. You should include people who added an item to the cart, by simply selecting your recently created “add to cart” event. Then you will need to exclude people who have already purchased by excluding from your targeting the order confirmation page.
When creating your custom audience, you will need to:
- Include the “add to cart” event;
- Exclude visitors to your order confirmation page.
Add a promotional offer to these ads, either by including a significant discount of 15 to 20%, either by proposing a free delivery offer. This can convince users to make a first purchase and help you make conversions that you would otherwise have lost.
Remember the golden rule of marketing: acquiring a new customer is more expensive than selling to an existing customer or prospect who knows your offer.
Through these three strategies, we used the three most determining factors to recover sales, namely:
- Customers who have already made a purchase, but who subsequently disappeared into the wild ;
- Visitors who viewed a category in your store without making a purchase ;
- Visitors who added products to their cart without finalizing their purchases.
Now it’s your turn to play! Do not hesitate to tell me your results in the comment space, I will be happy to chat with you.