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34 Six Secrets of Successful Ecommerce COVER STORY
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Retargeting. Shopping cart abandonment is one of the biggest concerns for an ecommerce business. Consumers fi nd your site and view product
pages, but leave without purchasing. Even optimally designed ecommerce sites suff er from what can be called “delayed buying” or customer indecision. Industry research has revealed shopping cart abandonment rates are at 80 percent and greater, and the top reason for abandonment is simply that the shopper was not ready to purchase at that moment. Enter an advertis-
ing tactic called retar- geting, also known as “behavioral remarket- ing.” Retargeting tags shoppers who abandon their shopping cart, and follows them around the web, serving them ads for products they have shown an interest in on your site. For example, anyone who has recently abandoned a shopping cart at
Zappos.com has been retargeted when visiting third-party publisher sites later on. Zappos serves up an image of the spe- cifi c shoes you showed purchasing interest in, along with the brand and product names. Sierra Trading Post, Macy’s, Ace Hardware, Dick’s Sporting Goods and other major ecommerce brands have invested heavily in this marketing tactic. Ecommerce pow- erhouse GSI Commerce thought enough of retar- geting’s potential that two years ago it purchased
36 May 2012
Fetchback, one of the leading service providers in this niche. Case studies from Fetchback and online mar-
Retargeting tags shoppers
who abandon their shopping cart, and follows them around the web, serving
them ads for products they have shown an interest in on your site.
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keting service companies like Criterio, Media Forge and Sweet Spot Marketing show that retargeting is one of the most cost-eff ective ways to capture lost leads while liſt ing sales. Retargeted ads cost a lit le more than regu- lar banner buys, and should not be consid- ered a marketing savior. Rather, the tactic is best integrated into a larger ecommerce advertising plan involving search, affiliate marketing, email, and social media. Studies have shown that the combination of retargeted banners with paid search can be eff ective in increasing the likelihood to click through both organic and paid search results, while liſt ing the willing- ness to buy on a site.
Abandoned Shopping
Carts Email. Companies like RedEye, SeeWhy, iContact, ExactTarget, Responsys, and
others off er trigger-based programs that let e-tail brands send emails to consumers who abandoned shopping carts. T e consumer must be logged into
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