The average shopping cart abandonment rate in the global e-commerce industry is a shocking 69.57 percent.
People leave websites without completing transactions for a number of reasons:
- They change their mind.
- Price and/or delivery fees are too expensive.
- Brand is unable to ship to customer location.
- They were distracted by a phone call/knock at door, etc.
These are just a few examples. But regardless of the reason, shopping cart abandonment translates to a lost sale.
Yet your prospective customer may not be gone for good.
Retargeting offers a valuable opportunity to bring them back to your site to complete their purchase. And these do’s and don’ts will help you get it right.
DO Target the Right People
Make sure you only display retargeting ads to visitors who chose not to convert yet. Avoid trying to sell products to customers who already completed the transaction.
One-time or regular buyers may become angry by your business’s attempts to push items they already own onto them. Segment your customers so your retargeting ads reach the right people.
This reduces the risk of alienating and ultimately losing buyers through clumsy marketing.
DON’T Use Irritating or Patronizing Language
Avoid the temptation to guilt people into buying an item they left in their cart, or to imply clicking away from your store without converting was a bad decision.
Such negative messages will irritate users and even sour their perception of your brand after a while. They may choose another supplier over you on principle, even if your prices are better.
DO Try to Upsell
You can try to upsell in your retargeting ads. Just be careful. Too much may seem like an attempt to pressure the buyer into another purchase too quickly or suggest their current loyalty isn’t enough.
Upselling is best saved for customers who have already completed multiple transactions. They’re more likely to respond well to upselling than a non-buyer.
DON’T Run the Same Retargeting Ads (Ad Nauseam)
Repetitive advertising gets old. Fast.
Running the same ads for too long could put both existing and prospective customers off your brand. Keep ads varied and fresh instead.
Switch the deals you offer regularly. Alternate from a free trial to a 50 percent discount to a buy-one-get-one-free scheme. Experiment to see which incentives drive the most conversions.
Want to try retargeting for your business? Looking to drive more unconverted visitors back to your site?
Our Orange County digital marketing experts are here to help you. We’ll tailor your PPC campaign and retargeting strategy to suit your business. Just get in touch and we’ll start making a difference.