There’s a temptation to just set up remarketing as a tick in the box strategy.
That unfortunately is not going to crack the nut.
If you walk into any retail store and watch a great sales person at work, they would have a system of selling and follow up.
There is no way that they would follow up with the same message over and over.
They would systematically uncover the buying objections and remove them.
With an ecommerce store we need to mirror the top sales person.
Rather than just setting up the same static banners or dynamic remarketing we need to go through the following process
1) Have a look at the ‘conversion path length’ in Google Analytics.
Those stores with super quick sales cycles will find that over 65% of visitors buy on the first day they visit the site. This would include supplement sites, groceries etc.
Other stores have longer paths often with only 40% of the buyer purchasing on the same day they first visited the site.
This is the buying window – you need to know how open this is and how long so that you can plan your remarketing campaigns by the day.
2) Now you know your buying window you can work out what message you want the prospects to see.
Let’s say your buying window is often over 7 days, you would want to plan what is going to happen over those 7 days.
3) Work out the key objections that buyers tend to have. For a bed shop this could be
I don’t want to buy without lying on the bed, how do I know it’s comfortable?
Are your beds any good are they well made?
What if I don’t like the bed will returns be a pain?
Are your beds made of healthy materials?
4) Next work out the sequence that you are going to deliver to prospects after they leave the store and don’t buy
So again, for the bed shop this could look like
Day 1 – Lot’s of messaging from buyers who have bought beds online and had a good experience. Remove the objection that you need to sample a bed before buying.
Day 2 – Remarket testimonials based on the bed they looked at on the store and how these people love the quality and sleep they are getting on this bed.
Day 3 – Returns and delivery process, how easy it is the return the bed, testimonials from people who have returned easily or for free, no quibbles etc.
Day 4 – Dynamic remarketing to remind them of the actual beds they looked at
Day 5 – Special offer with countdown timer to expedite any that have not bought
Day 6 – Push link to blog post on how the beds and mattresses are made from healthy materials
Day 7 – Push the phone number and ask the customer to request a call back to uncover any objections we have not yet dealt with.
A bed shop will have a longer sales cycle and so we need to extend it out more than a supplements store.
Also, you won’t get the right sequence first try, but once it’s in place you will start to see what objections hit based on click through and sales.
When you know what works, keep iterating until you have a killer retargeting plan.
Also mirror the sequence across channels i.e. Facebook and Adwords remarketing so the message is stronger.
Good luck
Let’s talk about your sales cycle schedule a call with me, link in the comments
Thanks again!
Mark (Stacked) Hammersley
