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Message Segmentation and Cart Abandonment Remarketing

Do you ever find yourself in a situation where saying precisely the right thing could make everyone around you suddenly laugh hysterically, gain great amounts of respect for you and sing your praises to others? Only for you to think of the right thing to say the next day? Well, that happens to me (surprisingly often — I am hilarious on a delay). Luckily, your e-commerce store can accomplish pretty much exactly this. Each visitor that makes the questionable decision to leave without buying your amazing stuff allows you to step back, craft that perfect punch line, and see these people finally sing your praises (after purchasing, of course). Remarketing through advertising and email make this possible.

You can send browsers targeted messages in their inbox and across the web and social networks related to the products they viewed and contain engaging messages that bring them back. Now you just need a strong message to turn your browsers into buyers. This article seeks to help you through messaging.

Separate Browsers from Cart Abandoners

Approach promotional message creation with attention to what site visitor behavior tells you about buying stage and shopping goals. Some visitors may spend a lot of time browsing products then leave without choosing anything. Other visitors may place items into a shopping cart but then abandon the process before completing a purchase. These behaviors offer two categories for you to segment your remarketing audiences and increase message relevance for each.

For more information on customer segmentation techniques:

Customer Segmentation: 7 Critical Techniques

Customer Segmentation: 7 Critical Techniques

Customer segmentation enables you to focus on your key customer groups to develop the right content, campaigns, and more. Continue Reading 

Here, we can find insight from research that created an e-commerce cart abandonment model that offers recommendations for targeting visitors without shopping carts using a scarcity message and visitors that abandoned a cart with price promotions. The results were impressive. 

For more information on cart abandonment strategies:

Strategies to Push Past Cart Abandonment

Strategies to Push Past Cart Abandonment

It's frustrating when shoppers add items to a shopping cart, only to abandon the process before checkout. Here arestrategies to reduce total cart abandonment. Continue Reading 

Using the model increased purchase conversion by 29.9% more than stores that did not use the model. The results also show the messaging order matters. When stores showed cart abandoners a price incentive, it created a positive conversion rate impact but offering the same incentive to shoppers that did not place items in a shopping cart proved ineffective. 

Similarly, a scarcity message proved ineffective when shown to cart abandoners but increased purchase rate for shoppers without cart items. The scarcity message worked 2.3x better for visitors without cart items, while the price incentive worked 11.4x better for later stages when shown to cart abandoners. Using both strategies segmented by visitor behavior allows you to reap benefits with both segments.

Create Effective Messages

With the structure and effect of the strategy clear, we can now explore the message content. Often e-commerce businesses offer price discounts, but doing this for all visitors costs your business money and runs the risk of signaling low quality or desperation to your potential customers. Instead, you can grab prior visitors' attention with a scarcity-oriented message highlighting a limited supply of products, a one-time run of a product, or a limited time period to buy. This produces a sense of urgency and may trigger fear of missing out. The experiment only added a message as simple as "Our products will be gone quickly. We have only limited inventory and supply. Hurry up!" This produced positive effects, so adding greater relevance to specific products or a product carousel in your ads and emails may create even more potent results.

The price incentive message was similarly simple, "You have a discount of X toward your purchase." Creating more specific and relevant messages that highlight products left in a cart can pay higher dividends. You can play with percentage-off promotions, dollar amount promotional codes, or even try to increase the perceived value received for the same price by promising to add-in an accessory item if viewers complete the purchase.

A few pitfalls exist with this model, but you can navigate around them with some guidance. Avoid showing your scarcity message to every potential customer. Only show the scarcity message to visitors with behavior that demonstrated an interest in your products but who did not add items to a cart. Showing a scarcity message to people with the item already in their cart may cause them to react negatively, disbelieving the claim of scarcity when they already added it to a cart. This may cause customer annoyance, and the message will lose any sense of urgency, becoming only background noise. 

Similarly, only show your price incentive to visitors that made a clear shopping goal indicated by adding an item to a cart. Ubiquitous price discount messages may cause doubt about the authenticity of the original price. Constant discount messages may also send signals that your products are low-quality or you face difficulty selling them for some negative reason. 

Finally, you may face customers who strategically plan their shopping cart behavior to anticipate a price promotion. They may fill their cart up with the products they want to purchase, then abandon the cart expecting to receive a discount email. If you possess behavioral data to identify these habits, then separate the incidental abandoners from the strategic planners. Most people do not possess this type of data, so you may find it helpful to offer price discounts to first-time abandoners only and remarket to returning customers without the discount.

For more information on how to create a behavioral targeting and remarketing strategy:

How to Create a Behavioral Targeting and Retargeting Strategy

How to Create a Behavioral Targeting and Retargeting Strategy

By gathering data, segmenting, and targeting your audiences with behavioral targeting, you can vastly increase your sales and win client loyalty. Continue Reading 

AdRoll's data shows that customers who receive both email and advertisement remarketing messages make purchases 2x faster than those not receiving both. So remember to use both channels and segment your remarketing promotions between browsing visitors and cart abandoners and expect to convert shoppers more efficiently.

Check out this ready-made cart abandonment recipe to help drive visitors with products in their carts back to your website and over the finish line to complete a purchase.

Patrick Holmes

Patrick Holmes

Patrick runs digital advertising at AdRoll. His focus and dedication to this craft leave little room to develop secondary interests that might fit in an author bio.