While you could run a remarketing strategy "set it and forget it" style, there are simple changes you can make to show users more relevant and compelling ads. Use these tips to refine your retargeting strategies to be more effective.
Customize your ads as much as possible
One of biggest strengths of remarketing is that ads are shown to users who are already interested in your products. Showing them generic ads for your brand is wasted potential. Instead, advertise items that users are likely to be interested in based on what sections/product pages of your site they spent the most time viewing. This strategy can be especially effective at addressing cart abandonment.
Retarget on social media
Social media sites are the most highly trafficked spaces online, so your remarketing ads are more likely to get exposure there. Plus, sites like Twitter and Facebook have advertising options that are perfectly suited for the growing audience of mobile users.
Use incentives to drive action
Remarketing targets users who have already demonstrated an interest in your site. Sometimes, the right promotional offer is all that's needed to get them to complete a transaction. For repeat customers, try serving ads speaking to brand loyalty with special offers to reactivate their buying cycle.
Ecommerce businesses have access to a humongous audience. But getting a hold of the attention and trust of customers (and keeping it) in an industry packed with competitors is nothing short of challenging. That's why focusing on the customer experience your company offers is critical for standing out from competitors and retaining customers. Below are some tips for enhancing the foundations of your customer experience efforts.
Start with staffing
As representatives of your company, customer service staff can be a defining factor in the customer experience your business is known for. Give your current staff the authority and flexibility to come up with novel solutions that satisfy customers, then grow the team by looking for candidates who can use their creativity and customer-empathy to make the most of that flexible environment.
Be proactive with information
Even if you don't have the fastest shipping or the best order incentives, the value that clear and easy-to-find information adds to the customer experience is paramount. Make sure that your shipping fees, returns policy, and other information that customers would want to know before ordering is understandable and available. The same principles should apply to your methods for data collection. Since personal and financial data privacy is so important to users, be as clear as possible with customers about the data you collect, how it is used, and how it is protected.
Make your return policy more convenient
A good return policy is a great way to emphasize your commitment to the customer experience while improving brand perception and customer trust. By easily accepting returns, you’re showing customers that you stand behind your products and that you’re willing to fix any issues that cause returns.
In addition to struggling with issues related to logistics management expertise and software, many ecommerce businesses are stymied by the physical limitations of their facilities – so much so that the demand for major warehouse improvements is on the rise.
A recent survey from Zebra Technologies Corp, which polled 1,400 warehouse IT and operations management professionals, indicated that the worldwide demand for warehouse space and inventory management solutions is increasing. According to the study, 48% of participants said that they are currently working to increase their number of warehouses - while 76% plan to increase warehouses by the year 2020. Other interesting takeaways from the survey include:
Another study from CRBE also found an increasing demand for warehouse space, mostly due to a desire to improve reverse logistics efficiency.
In ecommerce, the sale often goes to whoever has faster, cheaper, and easier shipping options – and improving your distribution network through size and efficiency is a solid strategy for maintaining a competitive edge. If you haven’t done like the respondents to Zebra Tech’s survey and imagined what your warehouse needs will be in 5 years, you may get left behind. If you’re not sure where to start or what factors to consider, we’re always happy to help.
Every order placed on an ecommerce site generates expenses for order processing, packaging, and shipping. But when an order consists of multiple units, those expenses make less of an impact on the seller because the added price margin of those additional units increases overall profit. Use these ideas to entice sellers into buying additional units – allowing you to offset shipping and fulfillment expenses and maintain competitive pricing.
Minimum Order Discounts
You can use other coupons or discounts in place of free shipping, but according to a survey from UPSPulse of the Online Shopper, 93% of online shoppers are willing to take action in order to qualify for free shipping – so it’s perhaps the most effective incentive (it’s also more directly related to the costs you’re trying to offset). Amazon.com’s famously successful “free shipping on orders more than $35” is a great example. If your ecommerce site sells lots of low-margin items, this type of strategy may work especially well because customers will have an easier time adding units without overshooting the minimum order requirement too much.
Add-ons & Upsells
Use personalization algorithms to offer additional units based on items that customers have just purchased, or purchased over time. If customer data is unavailable, the next best thing is to offer upsells based on seasonality, since seasonal items are more likely to have universal appeal. This strategy also works very well with minimum orders – adding a “suggested items” section to your shopping cart page can help customers find products they can add to reach the minimum order size.
Instead of asking your customers to add extra items to their carts, do it for them by bundling units together. Your ability to assemble product kits that appeal to customers will depend on the products you have to work with, but this is a common strategy for boosting multi-unit sales of nutritional supplements or other consumable type products.
Ecommerce companies already use a lot of resources to get users talking about their products and interacting with their website. But sometimes, the best way to influence user behavior is to sweeten the deal. Use these ideas to recruit your customers into helping increase your sales and brand awareness.
Referrals can be a great way to generate new business. Of course, if you incentivize your referral program, more people are likely to participate – and at higher volumes.
"Follow Us" Rewards
A simple way to boost your word-of-mouth marketing is to offer social media-exclusive incentives. Provide a coupon code, shipping discount, or some other type of reward to users who interact with your business on social media. Alternatively, running a contest or giveaway through social media can accomplish the same goals - more so if you offer a worthwhile prize.
Shoppers love to brag about recent purchases on social media. Some ecommerce sites prompt customers to share their purchases on social media immediately after checkout, but there are more effective ways to encourage your customers to talk about their purchases. You can include calls-to-action in your packaging such as social media instructions (“follow us at…”), post recommendations (“take a picture and tell us how excited you are to start using this product”), and hashtag suggestions.