If you are operating an e-commerce business, abandoned carts probably aren’t a new subject to you. An overwhelming 69.23 percent of e-commerce shoppers abandon their carts. Some abandoned carts are unavoidable—think the “just browsing” visitors. However, a large percentage of abandoned carts still have a high probability of converting into a customer. Below are nine tried-and-true ways to convert your abandoned carts:
1. Retargeting through AdWords
Retargeting, also known as remarketing, is an extremely effective way to reach people who have already visited your site and browsed your products. With AdWords remarketing, you can provide potential customers with a relevant message across the Google Display and Google Search Network. This strategy uses cold, hard data to specifically target either abandoned cart shoppers or anyone who has visited a specific page that you’ve added the remarketing pixel to. Once the pixel is added to a webpage, AdWords will put a cookie in users’ web browsers, thus allowing you to show them ads once they leave your site. There are several ways to build a remarketing campaign in AdWords—it all depends on your own goals and strategy—but here are the basics of setting one up in your AdWords account:
- You’ll need to build an audience that you want to target and set up a remarketing list in AdWords.
- Put the remarketing pixel code on your site.
- Set up your ad group and create the necessary text or image ads that you want to use in your campaign.
- Set the group or campaign to target that specific audience in the “Audience” tab in the interface.
I would suggest placing a higher bid for these ad groups because the audience is of higher value to you and are further down the funnel than the general audience you are targeting with your other campaigns. If you are new to AdWords or remarketing, start small; don’t set up a ton of different remarketing lists. Start with one list and one variable, test it out, and then make determinations for how you want to further segment and build out other remarketing lists. However you set your strategy, at the end of the day all that matters is that your audience is converting. Make sure you have conversion tracking set up, and continually monitor your campaign for success.
2. Facebook remarketing
Facebook remarketing is much like AdWords remarketing and can be used either in conjunction with or in place of the AdWords strategy. The biggest difference between the two is determining where your target audience is most likely to be. If you have an audience that you know uses Facebook, this could be a better option than Google remarketing. It really all depends on your specific circumstances.
Here are the basics of setting up a Facebook remarketing campaign for shopping cart abandonment: