This blog post was written for a shopping cart abandonment app in 2016. The company has since been acquired, and Facebook’s advertising tools have undergone substantial changes since this article was written.
Thanks to Facebook’s advertising options, it is possible and actually pretty straightforward, to retarget your site’s cart abandoning visitors if they are Facebook users, even if they have not liked or had any interaction with your Facebook page before.
If a visitor is browsing through your site, adds something they’d like to buy to their shopping cart and then abandons their cart, you can set up a specific, retargeted Facebook ad campaign to get them to return either to the item they abandoned or to the checkout screen to complete their transaction.
Here is how to set up your campaign.
First of all, you’ll need to set up a custom audience to target only visitors who start but don’t complete their checkout process.
To do this, you need to log in to your Facebook ads manager on a desktop browser (http://www.facebook.com/ads/manage), then click on Tools and select Audience from the drop-down menu.
From the next screen, you will need to select ‘Create Custom Audience’ and from the pop-up, choose “Website Traffic”.
Facebook will then ask you to agree to their terms and conditions and then give you a long string of code that needs to be added to your site – either by yourself or by your web team.
Then from the next options, you will need to select “People visiting specific web pages but not others” and fill out the fields as below, tailored to your own site, and then click ‘Create Audience’.
By including people who visit your checkout page, and excluding people who land on your “Thank You” page – or whichever page someone is directed to after completing their checkout – you are including everyone who started the checkout procedure and then eliminating everyone who followed through and completed the transaction, leaving you with just the visitors who abandoned their carts.
The next screen will tell you that your audience has been created, but it can take 24 to 48 hours after the code is installed on your site to become active and track visitors.
Once your audience is set up, you can run ads specifically aimed at completing their abandoned transactions.
I could write a whole book on the specific ad strategies for this, but in brief, there are some key points to bear in mind.
- You should have a ‘persistent shopping cart’ set up so that if or when someone returns to
your site, their cart is already pre-filled with the items they were going to buy on their last
visit. It means you can point your ads directly to the checkout page and makes it quick and
easy for your customer to pick up where they left off.
- Also remember that these are people who have already been on your site and you’re trying to get them to return to the checkout, so your ad copy should reflect that. Headlines along the lines of “Your product is still waiting for you” or “Don’t miss out on this product”, acknowledging that they’ve already started the buying process are more effective and impactful in this case than sounding like you’re trying to resell yourself to them from scratch.
- You can also get creative with coupon codes and offer a discount code in your ad copy to encourage them to complete their purchase. This might be something like an extra 10% off, a free bonus or maybe free delivery. Unexpectedly high total costs and excessive delivery charges are two of the most common reasons for shopping cart abandonment, so by tackling these in your retargeting ad, not only are you providing an extra incentive to complete the sale, there’s a good chance you’re addressing one of the things which may have put someone off in the first place.
Retargeting with Facebook ads is just one of the options available to help you recover abandoned shopping carts. You can also retarget with other software solutions such as AdRoll or Perfect Audience.
If you want to get very specific and very targeted, then you can start using retargeting in your email campaigns, which will help you create a segmented audience in your mailing list specifically focused on cart abandons.
It’s one of the benefits of using [REDACTED] to recover abandoned shopping carts during your checkout process. To date, [REDACTED] has helped a variety of businesses recover lost potential revenue due to shopping cart abandonment including:
- Over 70% of abandoned revenue recovered for a hotel in Honduras
- Over 30% of abandoned revenue recovered for a hotel in New York City
- Over $30,000 in abandoned revenue recovered for a single e-commerce website.
Shopping cart abandonment could be costing you thousands of dollars in lost sales but [REDACTED] can help you start recovering these customers.
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