Winning sales from abandoned carts, 2: Retargeting

Spotlight service for shoppers who tripped up in checkout.  The potential for specificity in retargeting means you can serve ads only to shoppers who initiated checkout but didn’t complete orders. For those would-be buyers, consider a branding campaign that puts an emphasis on customer service and price and product guarantees, and prominently features customer service contact information.

Discounts: proceed with caution. While retargeting ads can seem random enough to shoppers to make “gaming the system” unlikely, don’t automatically offer a discount just because someone added an item to the cart. Instead, use discounts wisely by focusing ad delivery to repeat visitors or cart abandoners whose potential order size is above a particular threshold. But while you should target the ad specifically, the offer itself can be broad, such as the 15% order discount offered by MarketLive merchant Design Toscano. Such offers motivates cart abandoners to return to the site, even if they decide they don’t want the specific items they originally left behind.

Retargeting example from Design Toscano

Are you using display ad retargeting to recapture abandoned cart orders? How effective has retargeting been for your business?

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