Usually first purchases don’t happen immediately: on average, users visit a site 3.5 times over a course of 25 days. While your potential customer is still weighing all the pros and cons of your offer, you can and should continue communicating with them.
In a perfect world, people would make purchases decisively and quickly. An ideal customer would simply enter their search, navigate to your site, add the product they’re looking for to the shopping cart, and place their order.
In the real world, however, that customer actually visits your site several times before making their first purchase. So in most cases, you have to play the long game. Even if a potential customer is very interested in your product, you can miss your sales opportunity if you don’t interact with them at key points as they traverse the internet.
About ideal sellers
Let’s imagine that there is an internet-based salesperson who is able to divide your audience into groups and predict what exactly each of these groups is interested in. Furthermore, this seller is able to highlight the best features of your products or services and entice the user right when they are looking for your type of offer.
The ideal seller will remind the potential customer about items they set aside, incomplete orders, and special promotions. This is essentially what retargeting (or remarketing) is: a technology that allows you and your audience to find each other in the online space (which would otherwise be a very difficult task).
Retargeting is a technology for serving ads to those who in some way have demonstrated an interest in your products or services. For example:
- Someone who was on your site but left after 10 seconds
- Someone who added an item to their basket but forgot about it
- Someone who viewed your Contact Us page
- Someone who already saw your ad (meaning that you can suggest something specific to them)
- Someone who is already a customer, meaning you can lure them back with discounts or a convenient repeat sales process
- Someone who contacted you but didn’t become a customer
With retargeting, you can access each of these audience groups with a targeted message. It is a way to turn your communications with a huge internet audience into personalized messages. This is important both for achieving good sales figures and for building an effective brand strategy.
There are a few different retargeting strategies you can use in Yandex.Direct:
- Classic — using Yandex.Metrica segments and goals.
- Dynamic retargeting.
- Using offline data via Yandex.Audience segments.
- Using data collected from a pixel.
- Using Yandex.Metrica data for mobile apps.
Now let’s discuss what you can do using these different options and how you can become the “ideal seller” who generates a lot of sales.
Who do I need to target?
You might start, for example, by offering a discount to people who have already made their first purchase on your site. Or you can invest in a campaign for people who put items that are key to your sales plan in their basket but stopped short of placing an order. It all depends on your business’ KPIs. Try sketching out a persona of your visitors and the reasons why they leave or return to your site.
Here are some examples of the most common goals sellers set and how to achieve them.
Complete a purchase
This is the most popular goal: to lure back users who left without making a purchase. To bring back potential customers, create Yandex.Metrica segments for visitors who viewed particular webpages. For example, you might have one segment for people who looked at your Cleaning Supplies section and another one for those who looked at Cosmetics. Then you can set the mandatory condition that these visitors did not make purchases (otherwise, your ads will also be served to site visitors who are already customers).
Abandoned shopping cart
This refers to users who put items in their basket but did not complete their order; it is a very common problem for sellers.
The solution to this problem is to remind the potential client of his intentions using Yandex.Metrica segments. You can also use the data in the e-Commerce report regarding what products customers purchased or put in their carts, what the average purchase amount was, and so on. To target your ads at users that have not completed purchases, you need to create a Yandex.Metrica segment of visitors who achieved the “put in basket” goal, but did not reach the “confirm order” goal. Then you can increase your efficiency by creating separate segments based on what these visitors actually viewed (the more precisely ads match a user’s interests, the higher the odds those ads will draw the user’s attention).
Furthermore, your ads must encourage users to make a purchase by helping them select the right product, or by offering a discount or free shipping.
Additional sales or growth in average sale amount
To increase your sales and improve your customer service, keep in contact with users after they make a purchase by offering them accessories or related products. Use Yandex.Audience and upload offline data on your customers from your CRM to offer them items that might be of interest after they have make a purchase. Entice old customers with special clearance events. Offer new credit conditions to customers who have proven to be conscientious buyers. Offer related products to people who have already bought something from your offline store. For example, you could suggest a stroller or educational toys to someone who bought a crib, give a discount on technical inspections to someone who just bought a car, or let someone know that a new model of their favorite smartphone brand was just released.
Maintain communications with your regular customers. Your goal should not just be to sell a lot of items, but also to win the trust of users by making the purchasing process as easy as possible.
Try linking Yandex.Audience “Regular customer” segments of offline data with Yandex.Metrica segments (such as “Made no purchases in last 30 days”) and remind your regular customers that you exist. For example, you might tell them that it’s time to buy more pet food or replenish their supply of whatever other items they use all the time.
Dynamic retargeting. Offer items that they are interested in
Using smart banners, you can show users items that they already viewed on your site. Set up e-commerce data transfers in Yandex.Metrica and then indicate in Yandex.Direct that the target audience for the smart banners is people who already viewed the items on your site.
Bring users back to your app
This approach is relevant for businesses whose work involves mobile apps. To maintain your regular customers’ loyalty, remind them about your offers by telling them when you have new products, offering them discounts, etc.
Use Yandex.Audience segments based on Yandex.Metrica data for apps (for example, the “Did not open the app in the last month” customer segment for a taxi app).
Cross promo for mobile apps
Let’s say you have a few different apps and want to get your audience on one app to start using the other one. If your apps mention each other, it not only increases your audience, but also gives your users another useful tool. You can create a segment of users who are loyal to one app and target them with ads for your other apps.
First impressions and targeted communications with your customers. Retargeting people who have already seen your display ad
In most cases, you need to think carefully about your media image before you launch display ads. After all, as soon you start making your presence known in the media space, a lot more people will start searching for you on Yandex. A good solution involves providing a solid brand context to your display ads. You’ll want potential customers who’ve seen your display ads to make it to the next stage of the sales funnel. For this, there is a special segment based on a tracking pixel in Yandex.Audience. A pixel is a tag that groups IDs of users who’ve seen your display ads. These users are loyal to your brand and have a high chance of making a purchase if you serve them branded ads with a concrete product offer.
There are a lot of use cases for retargeting: you can lure everyone who hasn’t opened your app in some time back by telling them about your revamped site; invite people for free masterclasses, webinars, or other events; announce new delivery terms or offer insurance policies for your products. Try out different methods out and make sure to track your results.
The main thing is not to stop communicating with your audience and lead them to consistently choose your offers.