Post on 20-Feb-2017
transcript
Часть
Welcoming back customers: Retargeting for ecommerce
Quelle
share of online orders50%
year founded1927Clothing catalogue
www.quelle.ru
Anna Belovodskaya
Head of online marketing
Period:
Tools used:
5 months
Bring visitors who left before making a purchase back to the clothing selection process.
› Yandex.Direct (ad network campaigns)› Yandex.Metrica
Objective
Why this matters
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When shopping for clothes online, the first step for many customers is to see which stores match their style, and then decide which clothing they want to buy.
As a result stores must focus on returning previous visitors who expressed interest in their merchandise by browsing the online catalogue or adding items to their cart.
Retargeting in Yandex.Direct allows you to do just that.
Solution
Step 1 Step 2
Review performance
Define retargeting strategy and launch
campaigns
Step 1
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Group users into segments
Establish contact goal Show ad
Approach to retargeting
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User viewed certain product categories
Send reminders about relevant discounts
Group users into segments Establish contact goal Show ad
Define retargeting strategy
“Clothing that flatters your figure!German fashion brand. Sizes up to 72.
Order from QUELLE! 10% off new designs.”
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User viewed a particular section and placed an item in their basket
Remind user of items they were interested in and keep them informed of sales
Group users into segments Establish contact goal Show ad
Define retargeting strategy
“Swimsuit sale at QUELLE!Planning to fly somewhere warm?
Update your wardrobe! 10% off new designs.”
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User placed an item in their basket, but didn't look through any of the product sections
Invite them back to the store and inform about any current sales
Group users into segments Establish contact goal Show ad
Define retargeting strategy
“Sale of the season at QUELLE!Brand name clothing and shoes!
Don’t miss out! 10% off new models.”
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User visited the website from a mobile device
Invite them back to the store and let them know about discounts for mobile orders
Group users into segments Establish contact goal Show ad
Define retargeting strategy
“Did you forget the item in your basked?Get a 15% discount when you order from your
phone!”
www.direct.yandex.ru
Retargeting list setup
You can make retargeting lists on the page where you create and edit your ads.
Once a retargeting list is created, you can use can use it for ads in multiple campaigns.
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www.direct.yandex.ru
A retargeting list consists of one or more groups (rule sets) combined by the AND operator.
Set the period (from 1-90 days) in which the selected audience will be targeted.
Step 2
Reviewing performance: ad networks
Clicks Conversion rate
Within five months of integrating retargeting into their campaigns, Quelle saw that clicks had risen by only 23%. The conversion rate had surged by 625%, however, indicating that the visitors responsible for the click increase were highly motivated to make purchases.
Before retargeting
After retargeting
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Before retargeting
After retargeting
+23% +625%
Reviewing performance: ad networks
Number of orders Efficiency ratio (spend/revenue)*100%
After five months of retargeting campaigns, the number of orders resulting from ad network ads rose by 168%, while the efficiency ratio (spend as a share of revenue) decreased by 78%.
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Before retargeting
After retargeting
Before retargeting
After retargeting
+168%
–78%
Results
Results
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Five months after enabling retargeting, total revenue (in rubles) from Yandex.Direct had risen by 10.5%.
Before retargeting
After retargeting
Revenue
+10,5%
Retargeting in Yandex.Direct fulfilled our expectations: it returned “our” clients to finish incomplete purchases, increased our revenue, and makes a great addition to our search and ad network campaigns.
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Anna Belovodskaya
Head of online marketing
Case prepared in cooperationwith
www.adlabs.ru
ADLABS