Marketing Tactics To Get Your Leads Back
Customer abandonment is a growing concern for e-commerce outlets. You’ve probably seen it yourself—someone fills up their cart with all manner of products, ostensibly going on a shopping spree, and then they leave your site, and you never see their IP address ever again.
Some people would say optimize your conversion for better sales and sign ups and others would say that we need to add more effort when marketing a product. Today we will be discussing marketing tactics to get your leads back.
There’s a simple way to get them back, and it’s called remarketing. Remarketing is when you show ads to customers who were on your site, but failed to convert. This is either in the form of web search ads or targeted email advertisements. Studies have shown that remarketing raises return customers to 26%, as opposed to the 8% percent who return to the site after abandoning their cart. This is most effective if you “chase after” these customers within 12 hours of their leaving.
Try not to go overboard, though, because this could be seen as something akin to corporate stalking. How else can you entice these shoppers to come back? Let’s take a look at three fundamental techniques.
1. Create urgency.
When you create or develop any promotion, keep it to a strict time limit. This can be as long as an entire weekend, but if you have the visits and widespread attention to justify it, keep it to a rapid 24 or even 12 hours. You need people paying attention to your site, though, or else your sale will largely go unnoticed.
People have been shown to act when presented with a looming deadline. You can also instill this sense of urgency by showing that stocks are running out, or indicating that a particular item is part of a very limited production run. If something seems exclusive, people will buy it.
2. Ensure visibility.
Make sure that your customers can consistently see the contents of their cart, no matter where they are on your store. Seeing how many items they have waiting to be purchased is a constant reminder of their prior commitment. They’ll be able to constantly click on their cart, check their items, and possibly move on to check out.
Even once they leave your store proper and are looking at, say, reviews or blogs on your site, you should keep their cart visible so that they can always go back.
3. Streamline the checkout process
Is your checkout a multiple-page process, requiring various walls of verification? If you do, you aren’t truly adding security. You’re just making it harder and harder for your customers to give you money in exchange for goods and services. Keep it simple, and integrate a handy login. Offer to remember their credentials, and keep everything concerning money in that https (secure) layer.
Plus, include multiple modes of payment. Paypal, Google Wallet, regular credit cards, and even Bitcoin have become viable modes of online currency. Provide all of these options, and people will be more inclined to follow through with their purchases.
Customer abandonment should be treated at the root of the matter—at the cart to checkout step. Barring that, try to get them back with remarketing. At the end of the day, this is all about conversion. Improve your conversation rate optimization and user experience, and the rest will follow. How have you dealt with the problem of abandoned carts? Sound off in our comments section!