An efficient retargeting campaign does not depend on you but on your customer, more precisely: the customer’s life cycle determines your actions. It is vital to know the different levels of relationship between your audience and your eCommerce site, and to understand where each of your visitors is situated in order to target them efficiently.
The different levels in the customer’s life cycle
A customer’s behavior (therefore his actions) are different whether he is just discovering your site from a search, visits your site, places an order or abandons his shopping cart, or orders your products regularly. At each step in the cycle corresponds a specific retargeting campaign. It wouldn’t make much sense to entice the visitor to buy with the same tools regardless of the intent and the commitment.
The customer landing for the first time on your eCommerce site is a prospect. He wanders and visits your pages, consults your fact sheets, thinks and leaves the site eventually. In your retargeting strategy campaign, the prospect is in the acquisition phase.
If, the client adds to his cart but abandons it, the client is “Lost”. The retargeting campaign becomes a conversion tool.
Once the order is confirmed, the visitor is an “active customer”; the objective now is to make him a loyal customer by developing a long term relationship. His purchases have given you information regarding his tastes. What he consulted (but didn’t purchase) informs you of his interests; your retargeting campaign can send him personalised offers. A customer is never won forever. The drop in interest is natural and the retargeting campaigns will have to stimulate him for the long haul.
The step by step retargeting campaign
In customer acquisition mode, your objective is to to gently remind the prospects of your existence. At this stage, the retargeting tools are mainly about tracking the customers on the internet and strategically positioning the advertising inserts, either generic ads or focusing on a product.
For the active customers that you wish to turn into a loyal customer, the email retargeting campaigns are the most popular: invitations to your sales, exclusive offers or new products. You encourage them into trusting you once more and you keep them engaged.
When it comes to abandoned carts, if the strategy is simple, the technique however is more complicated. The objective of an efficient retargeting campaign is the conversion of prospects despite the abandoned cart. The technique is to use the tool that will convince them to validate their order (and move on to the next step) besides the fact that they had previously changed their mind for whatever reason.
Widely used, the email follow-up doesn’t allow you to measure the shopper’s motivation, nor the reasons why he abandoned his cart. The electronic communication is unilateral and often means that a problem remains unsolved or that the customer’s questions remain unanswered.
Carts Guru is a solution against the deficiencies of the tools available up until now. The retargeting campaigns for carts conversion are complete in terms of methodology, settings and content.
An automatic call allows you to get in touch with the customer and immediately cater to his needs (particularly efficient with payment failure). Sending an SMS as a reminder of a pending order is completely under your control. You decide how much time has to elapse between the cart abandonment and the retargeting action. You decide if the cart should be recovered, and how many times to try (with the option to offer a promotion in one message or the other).
Lastly, the SMS callback gives the prospect the choice to be contacted by your customer service. Ideal for smaller carts, this option allows nevertheless to provide an answer and to eliminate obstacles to the conversion of abandoned carts.
Your visitors and customers to not deserve to be considered in a generic or standard way. They are all unique, their needs are different, their behaviors are different in the relationship cycle. Your eCommerce doesn’t deserve mediocre results due to the lack of precision of the retargeting tools.
An efficicient retargeting campaign depends on the customer, your knowledge of the path he will take from the visit to the purchase and of the pertience of your actions towards acquisition, loyalty gain and conversion.