Social media expert Nicky Kriel reveals how to use Facebook remarketing to make your New Year sales soar
Did you know that on average just under 70 percent of online shopping carts are abandoned? With January sales looming ahead, you have probably planned your campaign to drive traffic to your website. Imagine for each 10 people who reach your website and go all the way to selecting a product, seven people may leave without buying anything. Frustrating, isn’t it? Remarketing to these customers through social media will boost your seasonal sales significantly.
Top Reasons for Abandoning Carts
All surveys list the same issues:
- Being forced to create an account.
- Struggling with complicated checkout processes.
- Unexpected delivery costs.
- Security concerns.
Let’s get real: You are unlikely to fix website issues between now and the January sales! You will always lose some customers because they have found an alternative, but you can do something about the people that left because of price. Creating a Facebook advertising campaign to remarket to those customers is quick to implement.
Reasons to Remarket to Website Visitors
There are three great reasons to remarket to website visitors:
- Retargeted customers are 70 percent more likely to buy from you.
- Retargeted advertising has 10 times higher click through rate (CTR) vs normal campaigns.
- Retargeted customers spend five times more.
Facebook dominates social media use with 61 percent of UK online adults using Facebook every day. Phenomenally, 45 percent log in to check Facebook several times a day according to research by Flint (2018). Facebook Ads are also easy to set up and are affordable.
Simple Steps to Remarketing
Here are six simple steps to remarketing to website visitors who didn’t complete the purchase:
Step #1 Make sure that you have installed the Facebook pixel on your website
This Facebook pixel with a snippet of code unique to your Facebook Ad Account will exist on every page of your website. It will allow you to target Facebook users who have previously visited your website.
It only takes a few minutes to install if you haven’t done it yet and you want to make sure that your Christmas traffic is being tracked. Work with your web developer to place the Facebook pixel across all pages of your website.
The pixel or ‘cookie’ will track people who:
- Visit any page of your website (up to 180 days ago).
- Visit specific web pages.
- Visit specific web pages but not others.
- Time spent on your website.
- Perform specific actions on your website.
You can also advertise to website visitors but exclude people who have already bought from you if you have a ‘Thank you’ or ‘Order Confirmation’ page set up for customers.
Step #2 Create an offer
Since the main reason for abandoning carts that you can control is due to price. Create a price related offer, for example free shipping, a discount code or a value-added offer if they spend over a certain amount.
Step #3 Set up a conversion ad
- Select ‘Conversion’ as the objective for your Facebook Ads Campaign.
- Select Website as the option.
- Select a Conversion event. An event is any action on your website that can be tracked, such as a page visit or a button click.
The standard events include:
- Add to Basket.
- Add to Wishlist.
- Initiate Checkout.
- Add Payment details.
For each event, Facebook will generate a snippet of code that needs to be added to specific pages on your website. To retarget customers who abandoned carts, you want to select at least ‘Add to Basket’ and ‘Purchase’.
Step #4 Choose Dynamic Ad
This allows you to test a variety of images and headlines and Facebook will select the ones that perform the best.
Step #5 Choose your Audience
You now need to tell Facebook who you want to target. Create a custom audience of people who visited your website and added something to their basket but left without buying. So, you want to choose people who reached the add to cart page and exclude people who made a purchase.
Step #6 Complete the ad
Choose the format and creative (images, headlines and copy). Remember if you choose Dynamic Ad, Facebook will remove the guesswork out of which images or headlines.
Set your Budget and add timing for the campaign.
Using Facebook Advertising to remarket to your customers makes sense and it can be set up quickly. Make sure that you make the most of your website visitor while the sales are on.