Understanding what made customers abandon their carts, will help us remarket correctly.
January 21, 2019
Every ad is designed to make the customer buy something but remarketing ads even more so. Remarketing is more expansive and mostly works as a display ad so you pay per impression, not a click. However, the higher price is justified by the fact that the customer is one step closer to buying, they just need a bit more persuasion.
I am fascinated by understanding the psychology behind changing your mind at the last moment. Also, have to admit to being the biggest shopping cart abandoner out there. I even do it in real shops, put stuff in my cart and carry it around only to walk the same route out to put them back on the shelves, changing my mind before I check out.
In terms of digital marketing, the Shopping Cart Abandoners are the most desired customers, they want the product you offer, they can afford it and they are just one click away from buying it.
As a full time working mom to a toddler I did most of my Christmas shopping online and abandoned more shopping carts then ever before. The entire internet is full of my stranded carts now. So I thought it would be interesting to break down the reasons why we do it:
The reasons listed above are not fully representative. You might say these are just thoughts of a digital marketer overanalysing her Christmas shopping, however, the fact is that 92% of website users, visiting for the first time are not there to buy and that’s when remarketing comes into play. Remarketing ads should do the trick of persuasion, making you click on the buy button, trigger emotional want and make it beat the rational need. While 69.89% abandons shopping carts, 24% want to save their selection to purchase or consider later.
The purpose for remarketing is to influence that big step for your brand and a small step for your customer that leads from consideration to conversion. By analysing user flow on your website you can see patterns, look at the landing and exit pages and make sure your remarketing campaign is designed not only with best practices in mind but also perfectly tailored to you and the products on your website. But as listed above, small decisions can be influenced by many small reasons. So when you remarket to your shopping cart abandoners, it is important to remember, that you are dealing with people, not just website stats and the campaign needs to be built with their purchasing triggers in mind.