Want to reduce your cart abandonment rates? Sure don’t we all, but here are a few tips that you can consider if Facebook is part of your social media marketing mix. So lets look at some actionable but simple tips for winbacks and remarketing on Facebook.
Firstly lets look at the numbers 68.63% of shoppers abandon their cart. In other words, for every 10 people who add a product to their cart, nearly 7 of them will leave your store without making a purchase.
How do you get these shoppers back to your store so they can complete their purchase? If you said by email, you are partially correct. Unfortunately, fewer than 10% of website visitors will give you their email address. That means you can contact one of the seven people who abandoned their cart (if you’re lucky), which still leaves six hot leads that you have no way of contacting.
Thankfully, with retargeting you can run a highly personalised Facebook ad targeting these individuals. These ads typically offer an incentive, such as free shipping or 10% off, if the person returns to complete their purchase.
I have found that using videos for clients, for this type of ad delivers even more impressive results, this can generate a 20X return on investment.
What is Remarketing?
For those of you unfamiliar, remarketing works by following your leads around the web with related offers. When a user visits your website they are “cookied” or tagged. To remarket to these visitors, a code is placed on the page that the user visits, which then triggers your ads to follow that cookied user around the web, whether that be on a social media site or on various websites across the internet. So when you see ads on the sidebars or top banners of other sites of the new dining set you just browsed on Pottery Barn, this isn’t a coincidence or “fate,” it’s remarketing.
Facebook remarketing works similar to Google AdWords remarketing, but rather than showing your ads across websites within the Display Network, your ads are shown on Facebook. Facebook also more commonly refers to remarketing as “Custom Audiences.” The concept is the same: someone visits your site or interacts with your brand, they’re tagged with a code you implement to track them, and then while they’re scrolling through their Facebook feed your ad pops up to remind them what they’re missing.
Bring website visitors back to complete a purchase
Find new people who are similar to your website visitors
Get more value from new customer acquisition campaigns by excluding existing customers
This is one the most powerful tools Facebook has to offer is the ability to serve personalized ads to a list of contacts you’ve already acquired. With customer lists, Facebook ads becomes more like email marketing by targeting specific people with personalized messages. Whether it be email addresses, phone numbers, or even Facebook user IDs, you can pull a list of contacts from your CRM or wherever your customer data is stored, upload it directly to Facebook, and target people with ads that are relevant to where they are within your sales funnel.
Always Test Multiple Designs
I can not stress this enough. Never assume anything. Always test everything. No matter what your level of expertise is or how long you’ve been advertising on Facebook, always test both your ad’s design and its targeting.
Every time you’re creating a new campaign, take the time to come up with at least 4 different Facebook Ad Designs and then test each one. For example, you might test two different images with two different copy texts (2 images x 2 texts = 4 variations). Check out these examples below:
This split test above for Techifix uses two different creatives and different call out message, whilst the ads for Madam below uses a big bold call out and offer in B, whilst A is minimal version.
Are you using Facebook as part of your remarketing strategy or for winbacks, feel free to share your tips in the comments below.