When you start dipping your toes into ecommerce, you'll start noticing that abandoned shopping carts are really, really common.
You wouldn't think so, but they are.
Tons of people land on your site, find something they're interested in, add it to their cart, and then… life happens.
The baby wakes up and starts crying. A phone call comes in. They smell the roast in the oven starting to burn.
There are all kinds of reasons people get as far as adding something to the shopping cart, then disappear and never come back again.
It's just one of those things.
Unfortunately, when this occurs, the person often totally forgets to come back.
This is especially true if they're not that familiar with your store, or it's their first time there.
We've only got so much time and mental energy to remember things like that.
This is where retargeting comes in.
It's the key to transforming curious visitors — whether they're just window shopping, or actually got close to making a purchase — into customers.
In a recent blog post, A Better Lemonade Stand offers three easy ways you can use retargeting to remind shoppers to come back and finish their purchases.
Remind Your Visitors to Finish Their Purchase
Many visitors will come to your website and, even though they might be interested in making a purchase, they will leave empty-handed. Sometimes they get disrupted, sometimes timing is bad, but most often it’s because we still prefer desktop shopping over mobile shopping.
That means that, while mobile shopping is growing, the percentage of users who buy something via their phones is still significantly lower when compared to computers.
In other words, we often find something we’re interested in while browsing through our phones, then leave to come back later when we’re at our computers. But then life happens, and unless we’re seriously highly motivated to purchase something, we never actually return.
So, within the first days, your Facebook retargeting ads should serve as reminders to finish the purchase.
Here’s how to do it:
STEP 1: REACH PEOPLE WHERE THEY’RE MOST LIKELY TO BUY
If you see that people tend to visit your website from their phones, yet never buy from their mobile devices, then consider showing your retargeting ads on desktop only.
Here’s how to find out which devices people use to visit your shop and complete their orders:
Head to your Google Analytics, then look under Audience → Mobile → Overview.
Pay attention to your mobile conversion rate, and how much of your total revenue mobile visitors make. If desktop users significantly outperform your mobile visitors, consider switching off your ads on mobile devices.
STEP 2: CATCH ATTENTION & REMIND VISITORS OF THE PRODUCTS THEY WERE INTERESTED IN
One study found that people are more likely to interact with something familiar than something completely new.
That means that in a crowd of unknown ads and other types of content, people’s attention is caught and automatically drawn to things they already recognize.
That said, by showing ads with products visitors were previously interested in, you have a better chance of grabbing their attention.
Facebook dynamic retargeting ads are a type of ad that automatically show products people have previously viewed, which make these ads especially relevant and efficient.
To run Facebook dynamic retargeting ads, you must first upload your product catalog. Here’s how to do that step-by-step:
Step 1: Go to your Facebook Ads account
Step 2: Click on ☰
Step 3: Under ”Assets” find ”Product Catalogue” & click ”Create a Catalog”
Step 4: Once you’ve created your catalog, click ”Ad Products” & download the .CSV template
Step 5: Fill out the template & upload it to Facebook
Step 6: Wait for the template to upload, then you’re all set for your first dynamic ad campaign!
STEP 3: GIVE PEOPLE A COMPELLING REASON TO RETURN & FINISH THEIR PURCHASE
Some people abandon their carts simply because they change their mind or want to see if there’s a better offer around.
In fact, a survey by Statista shows that over a quarter of online shoppers admit they have left their shopping cart behind due to a change of mind. Meanwhile, 36% have dropped out of the checkout because they’ve found a better deal elsewhere.
To win such customers back, give these cart abandoners something that makes them see their purchase as a great deal. Some online shops offer limited-time discount codes, and stats show that this tactic works – 54% of people will come back and buy the product they’ve abandoned if they’ve been offered a discount.
Even though discounts work like a charm, there are other ways to make your shoppers come back without lowering prices. For example, you can highlight your free shipping, offer a gift or even a free product sample for every purchase. People like free things, especially if they come from the brand they’re interested in.
You can find more tips for making sure you don't narrowly miss out on those almost-sale moments, like abandoned shopping carts, in the full blog post from A Better Lemonade Stand.